Gen Z and Pre-Boomers are the most likely to be satisfied with their current mobile phone service provider, while Gen Y and Baby Boomers are close to average and satisfaction among Gen X and is well below the norm, the final 2014 Customer Satisfaction results from Roy Morgan Research reveal.
Overall, 74% of Australians 14+ were satisfied with their mobile provider in 2014—but it seems age plays a big part in determining satisfaction levels. Customers at each end of the scale are most likely to be satisfied: 79.4% of Pre-Boomers and 78.3% of Gen Z. Satisfaction among Baby Boomers is closest to the norm at 74.4% and among Gen Y is slightly below at 72.9%. Gen Xers are by far the least satisfied overall, with only 70.2% having a positive view of their own mobile phone service provider.
% of people satisfied with their current mobile phone service provider:
Source: Roy Morgan Single Source January 2014–December 2014, sample = 15,944 Australians 14+
State by state, there is less disparity. Tasmanians are the most likely to be satisfied (75.7%), followed by mobile users in Victoria (75.1%), NSW/ACT (74.7%) and South Australia (74.3%). While Queenslanders are only marginally less satisfied than average, it is in Western Australia that mobile providers clearly have some work to do with only 70.5% satisfied.
Tim Martin, General Manager - Media, Roy Morgan Research, says:
“Although average rates of customer satisfaction clearly vary between age groups, it’s of course not just age in and of itself that affects satisfaction. Instead, how old mobile customers are relates to things like how often (and for what purposes) they use their phones, how much they spend, who pays their bills and what other telecommunications services they use. And these are among the core drivers of satisfaction.
“Budget mobile virtual network operator Amaysim took out the MSP Customer Satisfaction Award for the second year in a row, finishing 2014 with 92% of its customers satisfied overall. Other providers to score highly include iiNet (86%), TPG (84%) and Virgin (82%). Of the network operators, Optus leads with 76%, ahead of Telstra (72%) and Vodafone (68%).
“The high cost of churn means providers need to attract and retain customers—and satisfaction plays an important role in both these needs. Satisfied customers effectively sell your service to their friends and family—or, as is increasingly the case, on social media like Twitter and Facebook—and are also, of course, more likely to stay with you themselves.
“All mobile service providers need to investigate their satisfaction beyond broad numbers, looking at demographics, attitude, lifestyle, and mobile phone usage habits (all readily available in our comprehensive Single Source survey of 50,000 Australians annually) to discover who is less likely to be satisfied and who of them are planning to switch provider as a result.”
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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