Monday, March 23rd, 2015 - Roy Morgan Research

With the new HTC One M9 smartphone released tomorrow, the major mobile service providers are pulling out all the stops to sign up buyers for 24 months. While the lion’s share of current HTC owners are now with Telstra, those intending to get a new HTC look quite different to those who already have one, Roy Morgan Research data for the 12 months to December 2014 shows.

Telstra’s offer to those who order before the phone hits shelves tomorrow (tick-tock, tick-tock) is a free pair of Monster DNA headphones, while Optus is adding two or three extra gigabytes of monthly data, depending on the plan. Vodafone’s pitch is for two months of unlimited data with any new plan, including those for an M9.

Just under a million Australians (14+) currently have an HTC smartphone as their main mobile phone, and the majority of them have it connected with Telstra (55%), compared with 43% of Apple owners and 34% of Samsung owners. 

Only 18% of HTC owners are with Optus and 14% with Vodafone. But Optus’ claims 23% of both Samsung and Apple owners, and Vodafone claims 18% and 22% of those handset owners respectively.

Overall, 87% of HTC owners are connected directly through one of the three mobile networks.

% of Smartphone Owners with Mobile Service Provider:

Source: Roy Morgan Single Source, January 2014 – December 2014, sample n = 8,702 Australians smartphone owners 14+. The small proportion of respondents who couldn’t name their service provider has been excluded.

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“Since both the HTC One M9 and Samsung Galaxy S6 were unveiled at the Mobile World Congress in Spain earlier this month, industry talk has focused on how these two competitors match up, against each other and last year’s iPhone 6.

“But the launch of new handsets also sparks intense competition among mobile service providers. Currently the lion’s share of HTC owners is with Telstra. However this may soon change, with big differences between those who already have an HTC and those who intend to buy one.

“28% of HTC owners today are over 50, and another 31% are 35-49. In all, 59% of HTC users are over 35, compared with 56% of Samsung users and 54% of Apple users. But the vast majority (65%) of current smartphone users who intend to buy an HTC within the next six months are aged under 35—a younger skew than among either Apple intenders (53% under 35) or Samsung intenders (48%).

“Our data shows that some providers are more tied to a particular handset brand than others, even though all providers offer all brands. Service providers clearly need to pay close attention to which handsets are creating a buzz in the marketplace, and who are the likely buyers or upgraders. Our research into handset ownership, satisfaction, usage, and purchase and switching intention can help providers tailor appropriate offerings to consumers.”

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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.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

htc one m9 telstra optus vodafone apple samsung

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