Oddly enough, Telstra is also the provider with the lowest proportion (20.7%) of customers intending to upgrade their mobile phones in the next 12 months. Conversely, Vodafone has the highest proportion (30.9%) of customers planning to upgrade — and the lowest proportion of those with phones older than two years (21.9%).
Australian Mobile Phone Users with Handsets >2 Years Old
Source: Roy Morgan Single Source (Australia), March 2013– August 2013, n=8,693. Base: Australian mobile phone users 14+
Overall, 24.3% (or 4.1 million) of Australian mobile phone users intend to upgrade their mobile phones in the next 12 months, a statistic which probably warms the hearts of telecommunications providers across the country.
George Pesutto, General Manager Media & Communications, Roy Morgan Research, says:
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“With so many mobile phone users intending to upgrade their handsets in the next 12 months, one has to wonder if there’s some way of preventing their old phones from becoming landfill. Optus’ new ‘Trade In, Trade Up’ credit incentive for new and re-contracting Post-Paid customers fulfils this purpose, and is likely to attract mobile phone users with old devices, and those planning to upgrade in the near future.
“Mobile phone users with models over two years old are most likely to own a Nokia (30%), Samsung (21%) or iPhone (18%), which indicates that these are the main brands Optus can expect to receive through their ‘Trade-In’ incentive program — which they will then refurbish and resell overseas.
“By entering the lucrative refurbished mobile phone market, Optus stands to generate considerable additional income at the same time as it contributes towards reducing landfill.”
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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