The latest Kantar Worldpanel ComTech data to December 2015 for the Australian Consumer Mobile Market shows smartphone penetration at 82% among Australian consumers aged 16+.
The market share experts report that ‘with an increased number of customers leaving the postpaid market to join the no-contract market, the postpaid sector experiences a consistent decline in share from 59% in December 2014 to 54% in December 2015.’
Optus, however, ‘enjoys share growth of this market by 2.9% to 24.1% driven by adoption of the iPhone 6s on its generous data plans.’
We’re told that such plans have ‘allowed Optus to acquire more postpaid customers than it has lost (10% new customer gain rate vs 8% churn rate over the 12 months to December 2015), with customers switching from the major networks Telstra, Vodafone and Virgin.’
Kantar also reports that ‘an increased reliance on Apple has driven the Optus postpaid customer profile towards a younger female audience (55% aged under 35, 55% female).’ Then there’s the prepaid market.
It sees ‘a slight decline in share year on year from 34% last year to 32% in December 2015, with Vodafone share holding up well but carriers such as Virgin and TPG suffering.’
Telstra and MVNO’s running on the Telstra network (Aldi and Boost) ‘continue to enjoy strong growth in this market.’
More below, please read on:
NPS rating among Telstra prepaid customers increases significantly on last year to 16pts, against a market average of 8pts, with new customers switching from VHA, Optus and Amaysim.
Average spend on prepaid recharge also increases for Telstra from $35 in December 2014 to $37 this period, higher than the market average of $33, as more consumers opt for the $40 and $50 plans.
Here’s Kantar Worldpanel ComTech’s chart: