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Satisfaction with Australian Mobile Networks Dropping
Source: cellular-news.com
Source Date: Friday, October 07, 2011
Focus: Internet Governance
Country: Australia
Created: Oct 11, 2011

Overall satisfaction with Australia's mobile networks has dropped substantially from 90 percent last year to 76 percent this year, according to a survey by the mobile content association, AIMIA.

According to the survey, 67 percent of respondents stated they owned a Smartphone, which it notes is slightly higher than the industry average. A possible explanation is that the term "Smartphone" is still an "industry" not consumer term and as such (and despite the definition provided in the survey), it may be have been more broadly interpreted by some respondents.

Smartphone Brand: Apple (32%), Nokia (28%), Samsung (13%), HTC (8%), Sony Ericsson (5%), LG (4%), Blackberry (3%), Motorola (3%), Other (3%).

Mobile Phone Payments

Typical Monthly Phone Bill Spend was captured for the first time this year: 12 percent spent less than AU$20, 27 percent spent between AU$21 and AU$40, 26 percent spent between AU$41 and AU$60, while 20 percent spent more than AU$80
63 percent of respondents said they had data included in their payment plans, a substantial increase from 47 percent in 2010 and 31 percent in 2009
The amount of data included in their plans has also been steadily increasing; 32 percent of respondents now have 1-3GB included in their payment options, compared to 14 percent last year. This has been largely offset by a decrease in those with less than 50MB - 8 percent, down from 24 percent last year.

Overall Mobile Phone Use

83 percent of respondents used their mobile phone for a purpose other than voice and SMS (texting) in the last 12 months, which was the same as last year and up from 2009 (77%).
There has been a strong increase in the use of every listed purpose (excepting SMS and voice, which almost everyone already uses). However, the total proportion of respondents who used their mobile phone for a purpose apart from texting and voice was the same as last year, 83 percent. This suggests that those using their mobile phone beyond texting and voice are using their phone for an increasing range of purpose as it becomes increasingly integral in their day to day activities.

Use of Non-Voice Services

In the last 12 months the use of all communication services has increased. However, the greatest increases have been in the use of email and social networking on the mobile phone.
As a percentage of all respondents:
• 63 percent used MMS, up from 59 percent last year and 57 percent in 2009.
• 55 percent used email, up from 42 percent last year and 36 percent in 2009.
• 53 percent used social networking, up from 39 percent last year and 32 percent in 2009.
• 26 percent used instant messaging, up from 21 percent last year and 18 percent in 2009.
• 20 percent used video calling, compared to 14 percent last year and 20 percent in 2009.
• 12 percent used chat, up from 9 percent last year and in 2009.

Mobile Phone Advertising and Marketing

According to the survey, 40 percent of the respondents had agreed to receive SMS or MMS messages from businesses on their mobile phone.
Respondents had opted in to receive messages from a range of businesses; the most common being banking and "other retail stores" apart from department stores. The overall spread across the various options suggests a range of industries are choosing to communicate with their customers via the mobile phone.
29% of respondents stated that "being a regular customer of the business" was very important or important in the decision to engage with the ad or message.
However, a substantial portion (31%) of respondents are yet to make up their mind about the value of receiving messages from businesses on their mobile phones, saying they "neither liked or disliked". The challenge, therefore, is for brands and the mobile industry to demonstrate and educate them about the value of coupons for them, as individuals.


The AMPLI report is a collaborative industry research project carried out during June and July 2011 by the Mobile Industry Group (MIG), a special interest group of the Australian Interactive Media Industry Association (AIMIA); Mnet Group, and Mobile Experience.
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