What is the expected percentage decrease in retail traffic year-over-year in the first quarter of 2021
uestion of coverage versus capacity and speed improvements. And so...
Simon Flannery -- Morgan Stanley -- Analyst
Sure.
Laurent Therivel -- President and Chief Executive Officer
I haven't seen the silver bullet for the 5G use case beyond high-speed Internet. I have all the confidence in the world that it will emerge. I mean this industry has a long history of putting capacity in place. And then sitting down with our partners and our partners inevitably find really creative ways to fill up that capacity and deliver solutions that matter to our customers. So I would expect that, that connected health, connected education space is going to be very robust couple -- because you have the coupling of the technology in 5G going in place. And then I think that one of the silver linings of the pandemic is that you have customers now that are eager and are interested in solutions that might have been a little bit longer on the uptake in normal times that the pandemic is actually going to drive more accelerated development of those solutions. So those are a couple of spaces we're paying particular attention to.
Simon Flannery -- Morgan Stanley -- Analyst
Great. And then on digital transformation?
Laurent Therivel -- President and Chief Executive Officer
Yeah, thank you. So you're -- I mean, you hit the nail on the head. We -- I talked about slower traffic. And our traffic is down 25%, 30% year-over-year depending on which quarter you look at. We expect to that -- I don't really know what the holiday season is going to look like in terms of percentage but I feel pretty confident that it's going to be down from a retail perspective year-over-year and so you've got to have a robust digital solution.
What we're really focusing our digital efforts on is around customer lifecycle management. I think that the -- lots of voices in the industry have harkened to the death now with physical retail for years and years, and I still think that in the long run this solution, the phone solution, let's call it the mobile solution, it's a big deal to our customers and driving switching behavior is very challenging. And so I expect that retail stores will continue to play a meaningful role in terms of switching.
But after you've switched to customer, the digital experience is going to be critical in terms of maintaining that customer, delighting that customer and expanding ARPU over time. And so you will see increased investments from us in that digital lifecycle management area to make sure that we continue to see churn low and expand ARPU over time. It's going to be the focus of our digital efforts and you'll see investments behind it.
Simon Flannery -- Morgan Stanley -- Analyst
Great. Thanks a lot.
Laurent Therivel -- President and Chief Executive Officer
Thanks, Simon.
Jane McCahon -- Senior Vice President, Corporate Relations
Operator, we have time for one more question.
Operator
Our final question comes from the line of Sergey. Please go ahead. Your line is open.
Sergey Dluzhevskiy -- GAMCO Investors, Inc. -- Analyst
Good morning, guys. Thank you for taking the questions. Maybe two for LT. So on the previous call, you mentioned that you will be interested in exploring opportunities for more robust partnerships around products and infrastructure. And I think one of the examples that you gave is that AT&T in Mexico had a network-sharing relationship with Telefonica in that market. So could you maybe point us to any other examples where you UScellular potentially could be focusing on the partnership front in the future? And these are a way for UScellular to better align itself as one of the national operators and what could it look?
Laurent Therivel -- President and Chief Executive Officer
Hey, Sergey, great question. Yeah, you're correct. And if I think about the priorities for next year, Slide 6 lays out our priorities for 2020 and you shouldn't expect a dramatic change in 2021, right. Growth is going to be a priority, profitability is a priority but the one thing I would add to that list for 2021 is an increased focus on partnerships. You know t
uestion of coverage versus capacity and speed improvements. And so...
Simon Flannery -- Morgan Stanley -- Analyst
Sure.
Laurent Therivel -- President and Chief Executive Officer
I haven't seen the silver bullet for the 5G use case beyond high-speed Internet. I have all the confidence in the world that it will emerge. I mean this industry has a long history of putting capacity in place. And then sitting down with our partners and our partners inevitably find really creative ways to fill up that capacity and deliver solutions that matter to our customers. So I would expect that, that connected health, connected education space is going to be very robust couple -- because you have the coupling of the technology in 5G going in place. And then I think that one of the silver linings of the pandemic is that you have customers now that are eager and are interested in solutions that might have been a little bit longer on the uptake in normal times that the pandemic is actually going to drive more accelerated development of those solutions. So those are a couple of spaces we're paying particular attention to.
Simon Flannery -- Morgan Stanley -- Analyst
Great. And then on digital transformation?
Laurent Therivel -- President and Chief Executive Officer
Yeah, thank you. So you're -- I mean, you hit the nail on the head. We -- I talked about slower traffic. And our traffic is down 25%, 30% year-over-year depending on which quarter you look at. We expect to that -- I don't really know what the holiday season is going to look like in terms of percentage but I feel pretty confident that it's going to be down from a retail perspective year-over-year and so you've got to have a robust digital solution.
What we're really focusing our digital efforts on is around customer lifecycle management. I think that the -- lots of voices in the industry have harkened to the death now with physical retail for years and years, and I still think that in the long run this solution, the phone solution, let's call it the mobile solution, it's a big deal to our customers and driving switching behavior is very challenging. And so I expect that retail stores will continue to play a meaningful role in terms of switching.
 But after you've switched to customer, the digital experience is going to be critical in terms of maintaining that customer, delighting that customer and expanding ARPU over time. And so you will see increased investments from us in that digital lifecycle management area to make sure that we continue to see churn low and expand ARPU over time. It's going to be the focus of our digital efforts and you'll see investments behind it.
Simon Flannery -- Morgan Stanley -- Analyst
Great. Thanks a lot.
Laurent Therivel -- President and Chief Executive Officer
Thanks, Simon.
Jane McCahon -- Senior Vice President, Corporate Relations
Operator, we have time for one more question.
Operator
Our final question comes from the line of Sergey. Please go ahead. Your line is open.
Sergey Dluzhevskiy -- GAMCO Investors, Inc. -- Analyst
Good morning, guys. Thank you for taking the questions. Maybe two for LT. So on the previous call, you mentioned that you will be interested in exploring opportunities for more robust partnerships around products and infrastructure. And I think one of the examples that you gave is that AT&T in Mexico had a network-sharing relationship with Telefonica in that market. So could you maybe point us to any other examples where you UScellular potentially could be focusing on the partnership front in the future? And these are a way for UScellular to better align itself as one of the national operators and what could it look?
Laurent Therivel -- President and Chief Executive Officer
Hey, Sergey, great question. Yeah, you're correct. And if I think about the priorities for next year, Slide 6 lays out our priorities for 2020 and you shouldn't expect a dramatic change in 2021, right. Growth is going to be a priority, profitability is a priority but the one thing I would add to that list for 2021 is an increased focus on partnerships. You know t