These days the data service is equally important.
Generally speaking, Verizon covers more territory than any other US cellular provider. If you travel west of the Mississippi, this can mean the difference between having voice and date service and having nothing. OTOH if you spend most or all of your time within a metropolitan service area, this might not matter to you. If that is the case, then shopping for the best price does indeed make sense.
Many years ago, when digital voice service was in its infancy, I discovered that Sprint PCS (as it was called then) just happened to serve every part of the Chicago metro area where I lived and worked. Back then it was not uncommon for even the top mobile providers to have large coverage gaps, even in their most dense service areas. Many of my peers complained that Sprint service was "awful" (and other words that I can't post here) where they went, but the fact was that it was just fine where I went, so I stuck with Sprint and was quite happy with them, until they failed to make the transition to 4G some 10 years ago.
My point is that at that time and place, Sprint service was ideal for me, but not for others. If you have the time and means to try and compare the 4 major services in the locations where you go, you may also find one service that's ideal for you. However what's ideal for you may not be ideal for anyone else. IJS
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