Home Telecoms & NBN Good deal, better deal? No matter what, Aussies stick with their mobile phone providers: survey

Good deal, better deal? No matter what, Aussies stick with their mobile phone providers: survey

Australians are loyal to their mobile phone operators, staying with them through thick and thin, with a newly published report finding that switching is in the too-hard-basket for many mobile users, and others find comparing their options too confusing.

According to comparison website finder.com.au, 10% of mobile users say it’s too much hassle to change providers and a further 6% find comparing their options too confusing.

But, according to finder, many mobile users stick with the same mobile phone provider when they could be switching and getting a better deal – or even a better deal with their current provider.

Finder says that the average Aussie has been with the same telco for 6.5 years, with only one-third (38%) switching providers in the last three years, while a further 14% have been with their telco for 4-5 years and 26% haven’t switched for 6-10 years.

In addition, one-fifth (22%) haven’t changed providers for 11 years or more, from a time where finder says the telco pool was much more limited.

Combined, that’s almost two in three (62%) Aussies who have been with the same provider for at least four years, finder says.

Angus Kidman, editor-in-chief at finder.com.au, says Aussies forget that loyalty rarely pays off.

“A decade ago amaysim, Kogan and Aldi Mobile weren’t even players in the market. In 2018, there are over 30 brands to choose from and plans are becoming much cheaper every year,” he says.

“Just five years ago a 3GB plan was $39.90 and now you can get 20GB for just $50 a month. Most plans come with unlimited calls and texts in Australia, so data and international call inclusions are the key features to pay attention to. It’s never been easier to compare plan value.

“Baby Boomers are the most likely to be loyal, admitting they’ve been with the same telco for 8.4 years, compared to Gen X (7 years) and Gen Y (5.5 years).

“It’s no surprise that many Aussies stick with what they know as switching providers is often considered a hassle. We’re creatures of habit and if ain’t broke, why fix it?”

The survey of 2306 mobile users shows 47% have stayed faithful because they are happy with their provider while 23% haven’t switched because they’re on a good deal.

“Even if you’re happy, it’s well worth comparing and checking. With an average 6.5-year span with a telco, there’s going to be plenty of Aussies sitting on what they think is a 'good’ deal when in fact their own telco is already offering superior value if only they’d actually ask,” Kidman says.

“What many Aussies don’t realise is that all the smaller players run on the big networks such as Telstra, Optus and Vodafone. So if you’re with one of these telcos because it has the best coverage in your area, you could switch to a cheaper provider which uses the same network.”

“For example, if you want to stay on the Telstra network, you can switch to Aldi, Woolworths or Boost.”


Did you know: 1 in 10 mobile services in Australia use an MVNO, as more consumers are turning away from the big 3 providers?

The Australian mobile landscape is changing, and you can take advantage of it.

Any business can grow its brand (and revenue) by adding mobile services to their product range.

From telcos to supermarkets, see who’s found success and learn how they did it in the free report ‘Rise of the MVNOs’.

This free report shows you how to become a successful MVNO:

· Track recent MVNO market trends
· See who’s found success with mobile
· Find out the secret to how they did it
· Learn how to launch your own MVNO service


Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year 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).