The aim of the study is to analyse determinants of users' choice of mobile service providers of the telecommunication market in Makurdi Town of Benue State, Nigeria. A cross sectional survey design method was adopted. Although, 399 respondents were sampled using systematic sampling technique, 16 of the respondents failed to return their questionnaire. Data collected using the questionnaire include: socio-economic characteristic of mobile phone users, call rate, service quality, product promotion, brand image, consumer satisfaction and user's preference of mobile network providers in the area. The data was analysed using frequency tables and percentages. Mobile network attribute index was used to identify determinants of users' choice. The study revealed that, the preferred Gobal System of Mobile communication (GSM) network provider in the study area is MTN followed by Globacom. Etisalat network is the third, while Airtel and multi-links networks are the fourth and fifth preferred network respectively. Majority of the GSM users are subscribed to two (2) or more network providers and have maintained their most preferred line for more than 7 years.