Four million Australians 14+ (21%) have now disconnected from home phone landlines and use only a mobile, the latest research from Roy Morgan show.
Over another third (34%) of Australians would consider becoming ‘Mobile Only’ phone customers. In all, 58% now use their mobile phone more than their home phone.
Moving house is a time when many make the decision to abandon home phone line rental. As of June 2013, for the first time the majority of people who moved home recently (within the past year) did not get a landline connected. The proportion of ‘Mobile Only’ consumers among recent movers has more than doubled in five years, from 21% in June 2008, to 51% now.
George Pesutto, General Manager Media & Communications, Roy Morgan Research, says:
“If the previous rate of consideration to action continues, we could expect to see the proportion of people who are ‘mobile only’ double in the next five years to over two in five Australians.
“Today’s ’Mobile Only’ consumers tend to be in rented households, and are often young singles or couples. They are also more likely to use a smartphone and have higher data allowance than the average Australian.”
Source: Roy Morgan Single Source (Australia), Australians 14+ who have lived at current address for less than 12 months, July 2007 – June 2013, average annual n=2,226.
Roy Morgan Research
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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