Virgin Mobile has continued its impressive customer satisfaction record, again leading other Australian telcos in a survey taken by Roy Morgan Research.
It was good news all round, with the industry average customer satisfaction for mobile service providers increasing to 70% in August 2010, up from 69% in July. Virgin customers’ satisfaction (83%) still sits well above the industry average, with 3 Mobile rising up to second place with 76% customer satisfaction.
Optus (72%), and Vodafone (72%) drew for third place, with Vodafone falling from second place (74%) in July to equal third in the latest survey.
Telstra took out last place comfortably with 63% level of customer satisfaction.
“The top 3 reasons that satisfied customers have chosen their current service provider were on the basis of being offered cheaper rates, better network coverage and capped plans,’ said Roy Morgan’s director of mobile, internet and technology, Andrew Braun.
“Price and network coverage have been the compelling reasons for choice to date, but with the market moving towards product bundling, it will be interesting to see whether this impacts on mobile service provider selection and satisfaction ratings in future.”
Data: Study sample made up of 7,708 people who were the total main user of at least one mobile phone. “%
Satisfied” refers to the proportion of all customers who are “Very” or
“Fairly” satisfied with their overall service with that mobile phone
service provider (on a five point scale).
Roy Morgan’s ‘Mobile Phone Monitor’ found that customers are the most satisfied with the service offered by Virgin Mobile.
Using data from the first six months of the year (until June 2010), 78.8% of Virgin Mobile’s customers were ‘very’ or ‘fairly’ satisfied with their overall service. This was followed by Vodafone (73.9%), 3 (73.5%) and Optus (72.2%).
Telstra scored a 61.7% satisfaction rate, making it the only service provider performing under the industry average of 68.7%.
Andrew Braun, director of mobile, internet and technology at Roy Morgan, said of Telstra’s result: “Roy Morgan Research data shows that Telstra wins mobile customers based on its better network coverage, bundled packages, business phone deals and wider international roaming. However this does not seem to be enough to drive a competitive level of customer satisfaction.”
Braun cautioned that each service provider has a different customer base with different needs and expectations, so broad stereotypes should be avoided.
iPhone and BlackBerry users can be classified as ‘big spenders’ reported Roy Morgan in its report, Mobile Phone Monitor.
The study classifies big spenders as the top third of the population in terms of discretionary spending. 67.4% of iPhone users and 74.6% of BlackBerry users can be viewed as big spenders.
Another finding was that iPhone users are more receptive to mobile advertising, with 42.3% of iPhone users indicating that they were interested in receiving ads on their phone (if this reduced their bill), compared to only 27% of BlackBerry users agreeing with this statement.
Andrew Braun, director of mobile, internet and technology at Roy Morgan Research said, “At first glance, this would suggest companies who want to utilise this emerging advertising technique would be wise to target iPhone users. However, the reality of all advertising is that ‘relevance’ is the key, and for some products and services Blackberry users are a perfect target, while other products are more relevant to iPhone users.”