Wednesday, 28 August 2019 16:12

Knowing their NBN speed brings satisfaction to consumers Featured

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Consumers who know what their NBN plan’s ‘typical evening speed’ should are more satisfied with their provider (78%) than those who do not know (68.1%) according to a new research report.

Analysis of the consumer NBN market by Roy Morgan Research shows that 49.9% of consumers don’t know “What typical evening speed is included in your NBN plan?”

The typical evening speed is the top speed your NBN plan is capable of achieving in peak hour internet traffic and is offered in four tiers - basic, standard, standard plus and premium.

Interestingly this lack of knowledge about speed is not simply because someone may not be the primary or joint fixed broadband decision maker, Roy Morgan says.

The research found that for the 49.9% of consumers who don’t know the ‘typical evening speed’ of their NBN plan a clear majority of 59.8% are either the Primary (25.2%) or Joint (34.6%) Fixed Broadband Decision Maker.

The research shows there is a clear link between those who do know their NBN speed tier and increased satisfaction with their internet service provider (78.0%).

And in contrast just over two-thirds of those who did not know their typical evening speed (68.1%) were satisfied with their internet service provider - a significant difference of 9.9% points.

Pointing out that the National Broadband Network (NBN) has been built progressively for eight years throughout Australia with building commencing in 2011, Michele Levine, CEO of Roy Morgan said, “Analysis of the consumer NBN market shows that half (49.9%) don’t know what NBN speed tier they have which is known as the ‘typical evening speed’ - the speed your NBN plan is capable of achieving in peak hour internet traffic.”

“This lack of knowledge does have a real commercial impact as consumers who know their NBN speed are far more likely to be satisfied with the NBN service (78%) they have than those who don’t know (68.1%) the speed of their NBN service.

“Extensive research by Roy Morgan over many years shows that those who have a lower level of satisfaction with a given service, including internet and mobile service providers, are more likely to explore alternative plans to increase their levels of satisfaction.

“The most popular NBN speed tier is the NBN 50 Standard Plus which 17.3% of the NBN consumer market knows they have, ahead of the NBN 25 Standard (15%), NBN 12 Basic (10.6%) while just 7.1% are aware they have the fastest NBN 100 Premium service.

“There exists a clear opportunity for enterprising NBN re-sellers to exploit the gaps, and satisfaction deficit, that many NBN consumers have. The key is getting through to those making decisions on which NBN speed tier to buy for the house. Incredibly a third of primary decision makers (33.1%) and half of joint decision makers (50.1%) in the household do not know their NBN speed tier.

“Finding out exactly who these consumers are and whether or not they are satisfied with the current level of service they have with their NBN plan is possible with the qualitative and quantitative data available via the Roy Morgan Single Source derived from in-depth face-to-face interviews with over 1,000 Australians every week and over 50,000 every year.”

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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).

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