Monday, 18 September 2017 01:18

Amaysim telco satisfaction leader, Aldi Mobile last in top 6 list

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Three telcos powered by Optus, including Optus itself, make up the top three list with the most satisfied customers, followed by Telstra, Vodafone and then Aldi Mobile.

Amaysim, the little MVNO that not only could, but did, to become the biggest MVNO (mobile virtual network operator) and the Number 4 mobile telco behind Telstra, Optus and Vodafone (according to Kantar stats) has done very well in the latest research from Roy Morgan. 

The findings form Roy Morgan show that “more than three quarters (77.1%) of mobile phone users were satisfied with their service provider over the year to July 2017".

“This is an improvement from 73.4% in 2014 but down marginally from 77.4% in 2016. These are the latest findings from Roy Morgan’s Single Source survey of over 50,000 consumers per annum."

Competition tight among major mobile phone service providers

Roy Morgan notes that “very little separates the satisfaction of the top five service providers, with Amaysim the leader on 81.6%, followed by Optus 79.0%, Virgin 78.4%, Telstra 76.3% and Vodafone 76.0%. The satisfaction with Aldi Mobile was further behind with 64.3%.”

Now that Aldi Mobile has revamped its plans (as have all the major players) — the most recent to do so only last week — offering more competitive plans, its satisfaction rating may well change for the better the next time Roy Morgan does one of these surveys.

So, what are the stats for 'satisfaction with mobile phone service providers – 6 largest providers (based on customer numbers)?'

Here’s the Roy Morgan Mobile Phone Service Provider Satisfaction July 2017 chart – note, the total on the right hand side “includes brands not shown". 

Please turn phone horizontal to view full image when viewing on mobile. 

Source: Roy Morgan Single Source (Australia). 12 months to July 2016, n= 6,292; 12 months to July 2017, n= 6,321. Base: Australians 14+ with mobile phone.

Roy Morgan explains that, “over the last 12 months, Amaysim was the biggest improver, up 4.2% points to 81.6%. The other two major providers to show improvement were Virgin (up 3.5% points) and Optus (up 0.9% points). Telstra showed a marginal decline (down 0.3% points), while Vodafone was down by 2.6% points and Aldi Mobile down 8.9% points.”

Norman Morris, industry communications director, Roy Morgan Research, said: “Our research shows that competition among the leading mobile phone service providers is very tight as seen by the fact that generally little separates them in terms of customer satisfaction. This presents a major challenge for these companies if they are to obtain a competitive advantage on this important metric.

“In addition to measuring satisfaction ratings, which are a key factor in customer retention, we have also analysed the factors involved when choosing a mobile phone service provider. This is an area where there are major differences between providers, for example, customers who choose Telstra overwhelmingly do so for reasons relating to better coverage, whereas other major providers are selected primarily for price related reasons.

"Roy Morgan also has very detailed data covering 20 factors relating to choice of provider and extensive coverage on many aspects of mobile phone usage.

“The comprehensive data available on mobile phone ownership and usage is invaluable for anyone involved directly in this industry or in the much broader digital environment.”

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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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