Saturday, July 6th, 2013 - Roy Morgan Research

More than one in every five 18 to 24 year old mobile phone users (22%) switched service providers in the past year—a rate almost 70% above the Australian norm.

More than one in every five 18 to 24 year old mobile phone users (22%) switched service providers in the past year—a rate almost 70% above the Australian norm.

13% of all Australian mobile phone users aged 14+ switched within the last 12 months, the latest Roy Morgan Mobile Phone data shows.

Switching likelihood decreases with age: similar to those aged 18 to 24, users aged 25 to 34 are more likely than average to switch (18%) and those 35 to 49 are about average, while people over 50 are 38% less likely, with only 8% switching within the average year.

George Pesutto, Media and Communications General Manager, Roy Morgan Research, says:

“Mobile customers may switch service providers for cheaper rates, better network coverage, recommendations, dissatisfaction with the service of previous providers and to be on the same network as family or friends.

“Those aged over 50 are more likely to switch for cheaper rates while those 18 to 24 are more likely to switch for better network coverage. This is understandable, as 18-24 year olds are 17% more likely to send text messages and 50% more likely to access the internet via their mobile phone compared to the average Australian mobile user.

“Different strategies are needed to attract and retain these varied kinds of mobile phone users. Although the younger market is a lucrative one, the cost of ‘churn’ to the service provider is substantial; therefore a real understanding of both drivers of choice to the consumer and ROI analysis is crucial.”

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Source: Roy Morgan Single Source (Australia), Nov 2012 – Apr 2013, n= 8,570).

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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More than one in every five 18 to 24 year old mobile phone users (22%) switched service providers in the past year—a rate almost 70% above the Australian norm.

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