Outages on the Vodafone and Optus networks last Thursday raise the question: who can’t live without their mobile phones?
3.9 million mobile phone customers on the Vodafone or Optus networks, including those with virtual operators Virgin, Amaysim, Dodo or TPG, agree that ‘I can’t live without a mobile phone”, research from Roy Morgan shows.
Virgin’s customers are the most tied to their mobiles, with the majority (55%) believing their phones are—quite literally—a lifeline. Amaysim’s customers are the second-most dependent (49%), followed by those with Optus (41%), Vodafone (37%), Dodo (34%) and TPG (30%).
Just 29% of mobile customers with Telstra, whose network was unaffected last week, say they couldn’t live without their phones.
Mobile phone dependency by Service Provider:
Source: Roy Morgan Single Source (Australia), September 2013 – March 2014: n = 11,141 Australians 14+ who use a mobile phone
Overall, 35% of mobile users say they couldn’t live without them, with the attitude varying strongly by age. The majority (51%) of users aged 14-24 believe they are now dependent on their phones for survival, only slightly more so that 25-34 year-olds (49%).
36% of 35-49 year-old mobile users feel dependent, 22% of those 50-64 and 11% of 65+ users.
Women are more likely to agree that they couldn’t live without their phones than men, 37% to 32%.
Tim Martin, General Manager – Media, Roy Morgan Research, says:
“Of the nearly 18 million Australians 14+ with a mobile phone, 6.2 million of us now say we couldn’t live without it.
“The few hours of national outage last week on the Optus and Vodafone networks potentially affected around 10 million mobile users—and customers on these networks are consistently more likely than those with Telstra to claim they are dependent on their phones.
“Roy Morgan Research’s data is used by all mainstream media agency groups as well as leading client brands in financial services, automotive, telecommunications, consumer goods and retail.”
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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