Tuesday, 26 June 2018 12:49

Aussies may have lost interest in the NBN: study Featured


A newly published study has questioned whether Australians have now lost interest in their national broadband network, the NBN, given the time it is taking to roll out the network nationally and the negative stories about disappointing speeds and connection issues.

According to the study, by competitive intelligence search company SEMrush, it appears that there was a huge peak in interest in the NBN around February 2017, but since then there has been a downward trend in interest about when the network is being installed at individual homes.

But, SEMrush suggests that, given only 3.9 million homes and businesses were connected by May 2018 (according to NBN Co), which is an increase of just 1.6 million over the past year, the drop in interest is unlikely to be due to the increase in installed customers.

SEMrush says it has identified that, since December 2017, the interest in the NBN in terms of search for the brand has waned and it had actually fallen to 2016 levels in the first few months of this year. The company says there now seems to be a reluctance to commit to a service that so many consumers have complained about.

“The question we are asking though is, has the initial excitement over lightning fast Internet speeds been dampened by all of the negative customer experiences being reported?” asks SEMrush.

"In 2017, complaints about the NBN increased by 204% over 2016 and now Labor leader Bill Shorten says if elected to government, they would introduce penalties for NBN Co for under-performance, allowing for compensation to customers and businesses.

"Labor says that fines would increase proportionately with downtime and appropriate compensation caps would apply. The opposition party has pledged to deliver a better experience for consumers of Australia's national broadband network, with a plan for an NBN Service Guarantee that sets standards for fixing faults, installations and missed appointments."

Here's the first graph entitled on the number of people asking: “When will I get NBN?”

Here's the second graph entited search volumes for Australia – “NBN” 

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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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