727,000 Apple iPhone users’ mobile phone contracts will expire within the next six months. At 17.7%, this rate is much higher than other (non-iPhone) mobile phone users, with only 10.9% having a mobile phone contract expiring within the next 6 months. These are the latest findings from the Roy Morgan Mobile Phone Monitor for March-August 2012.
Among iPhone users with expiring contracts, over one fifth (21.3%) are likely to switch service provider compared to only 13.9% for other mobile phone users.
The data also reveals that these iPhone users are nearly twice as likely to be dissatisfied (15.9%) with their current provider compared to other mobile phone users (8.6%).
Andrew Braun, Mobile, Internet and Technology Industry Director, Roy Morgan Research, says:
“With the release of the Apple iPhone 5 in September, mobile phone service providers must be paying close attention to iPhone users with expiring contracts. Our research shows that just over one fifth of these individuals are likely to switch service provider.
“The major service providers need to consider what consumers look for when switching providers in order to retain them. If we consider Customer Satisfaction as a driver of the decision to renew or switch, our research indicates iPhone users with expiring contracts are much more likely to be dissatisfied with their current provider than other mobile phone users.
“iPhone users with contracts expiring within the next 6 months are more than twice as likely as other mobile phone users to switch to a provider offering a ‘free or discounted phone’ while 24% would switch providers for better network coverage, but only 3% would do so for unlimited access to specific websites (such as Facebook).
“As Mobile Phone users reach the end of their contract, it’s critical for marketers to gain a thorough understanding of their customers’ satisfaction and their considerations for renewing or switching service provider.
Image 1 data source: Roy Morgan Single Source (Australia), March-August 2012, Main Mobile Phone Users 14+, n=9,608.
Image 2 data source: Roy Morgan Single Source (Australia), March-August 2012, Main Mobile Phone Users 14+, n=9,608.