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.
“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.”
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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