Thursday, August 8th, 2013 - Roy Morgan Research

2degrees now has a quarter of the pre-paid mobile market, only 2% points behind Telecom. Vodafone has managed to stabilize somewhat after dipping below 50% in the wake of 2degrees, and now has 47% of the national market.

Vodafone still leads but 2degrees and Telecom are now in a neck-and-neck race for second place in New Zealand’s pre-paid mobile phone market.

In its first 18 months after launching in August 2009, 2degrees gained market share at the expense of Vodafone, which fell from a peak of 58% in October 2009 to below 50% in early 2011, while Telecom’s share actually increased slightly.

Since then, however, 2degrees has grown another 11% points—more at the expense of Telecom (down 8% points) than Vodafone (down 3% points).

2degrees now has a quarter of the pre-paid mobile market, only 2% points behind Telecom. Vodafone has managed to stabilize somewhat after dipping below 50% in the wake of 2degrees, and now has 47% of the national market.

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“Around 60% of New Zealand’s mobile phone market is now pre-paid, and women are more inclined to use a pre-paid card or package than men.

“The national dominance of Vodafone in the pre-paid market is due largely to an overwhelming lead in Auckland, where around 7 in 10 pre-paid users are on Vodafone. In the South Island, most of 2degrees’ gains in market share came from Vodafone, and Telecom now the highest market share in the South.

“Service providers clearly must implement different strategies in different regions to attract and retain mobile phone users.”

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Source: Roy Morgan Single Source (New Zealand), July 2007 – June 2013, 12 month rolling average, annual sample n = 5864. Base: Pre-Paid Mobile Phone users aged 14+

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2degrees now has a quarter of the pre-paid mobile market, only 2% points behind Telecom. Vodafone has managed to stabilize somewhat after dipping below 50% in the wake of 2degrees, and now has 47% of the national market.

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