Wednesday, October 9th, 2013
Among consumers that chose their current Internet Service Provider (ISP) within the last 12 months, by far the most common reason for the choice was to get a cheaper or better deal (46%)—a lure to almost 2.5 times as many consumers as faster connection speed (19%), the latest research from Roy Morgan in the six months to August 2013 shows. 

Some of the other deciding factors are to bundle with other services (14%), recommendation from family or friends (14%), dissatisfaction with previous ISP (10%), the unavailability of former provider in current area (8%) and the offer of unlimited hours or downloads (7%).

Compared with the six months to August last year, deal-hunting has remained as predominant a factor but faster connection speed and bundling have declined 3% points each. Recommendations and unlimited plans are more often important now than last year, but the biggest proportional gain is a 3% point rise in new subscribers who chose their current ISP because the previous provider was unavailable at a new location.

Reasons to Choose Internet Service Provider: August 12 vs August 13

Source: Roy Morgan Single Source (Australia), Australians 14+ with home internet connection who joined current ISP within last 12 months. March 2012 – August 2012 n = 1438, March 2013 – August 2013 n =1190

Detailed data on Australian internet users’ preferences, priorities and choices show real differences between customers of the different providers. TPG has the highest proportion of new customers that chose it for a cheaper or better deal (74%), followed by Dodo (70%). Only 27% of Telstra’s recent internet customers picked it for cheaper rates—half the proportion that chose Optus for that reason.

The Reason is Price - by Provider


Source: Roy Morgan Single Source (Australia), Australians 14+ with home internet connection who joined current ISP within last 12 months. March 2013 – August 2013, n = 1190


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

“With the recent review of the NBN and TPG announcing plans for its own urban fibre networks, there is a lot going on behind the scenes that will, in the months and years ahead, both reflect and affect what consumers expect from their internet service.

“With mass-market home internet adoption, it is up to the ISPs to differentiate themselves in order to attract new customers. TPG has clearly demarcated itself as a provider offering cheaper deals and high or unlimited data allowances—a growing market. TPG’s offering has increased its customer base and improving financial results.

“But it’s not all, or always, about price. While Dodo is also associated with cheaper deals, our research shows that consumers choose other ISPs for other reasons: Telstra for bundling other products and connection speed, iiNet for dissatisfaction with previous ISP and availability in area, and Optus for bundling and other incentives.”

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


ISP TPG cheap Optus Telstra Dodo




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