You select the plan based on price and quality of service, says Harvey Matoren, president and chief executive of Claims Security of America, a nationwide claims-assistance and medical-bill-management company based in Jacksonville, Fla.

WSJ: Conquering Retirement: A New Medicare Strategy

The survey of 4, 000 current customers measured satisfaction with call quality, company image, account management, initial activation, service plan options, and customer service, with Virgin scoring 751 on a 1, 000-point scale.

ENGADGET: Virgin Mobile takes top prepaid honors in J.D. Powers survey

The mobile-first consumer will plan and buy at the last-second, with high confidence, and high expectations of service quality.

FORBES: Winners and Losers In The Last-Second Economy