Double Data Drives Vodafone Share

The latest data from Kantar Worldpanel ComTech shows the prepaid sector up +4.5ppts vs a year ago to 35.7 percent, with over 75 percent on a ‘recharge as needed’ tariff type. Postpaid represents 64.3 percent of the total mobile market, with almost half on a standard phone and SIM contract. The SIM only options increase to over one third of postpaid, gaining popularity among females aged over 35, in particular. At the total market level, Optus, Vodafone and Amaysim enjoy share growth whilst Telstra suffers a decline.

Within the prepaid market, Optus, Vodafone and Amaysim gain share year on year, with this sector driving the decline in Telstra’s overall share. The desire for cheaper calls and a larger data allowance grow as factors for influencing choice of network, with both of these reasons becoming increasingly important among customers choosing Vodafone and Amaysim. The result for Vodafone is a shift in the customer profile towards males aged under 25, who have been attracted to the generous data plans of 6GB or more. The ‘SIM only – monthly billing’ tariff type grows in popularity within total prepaid which is where Amaysim is heavily concentrated, with over 40 percent of its prepaid base falling into this category. Having traditionally had an over 35 age bias and some of the lowest spending customers in prepaid, Amaysim users have seen their profile shift towards younger ages and ARPU increase to $31, bringing spend more in line with the market average with between 2GB-4GB of data included.

The postpaid market remains the biggest but continues to lose to prepaid, with competition between the three major carriers intensifying. Huge data allowances in excess of 10GB are becoming commonplace but at more competitive prices, allowing consumers’ monthly bills to shift towards mid-range prices between $30-$60. Whilst Telstra and Optus increase share compared to a year ago, Optus remains broadly stable on last quarter and Telstra share drops back over the same period. In contrast, share growth is noticed for Vodafone, increasing by +1.3ppts vs last quarter to 15.7 percent. Telstra and Optus are the main sources of new Vodafone customers, who have taken advantage of the double data plans on offer, with $40-$50 plans the most popular, entitling users to up to 20GB of data. Vodafone’s postpaid customer profile sees a significant shift towards females aged under 25 compared to September 2016.

Australian
Mobile Phone Owners aged 16+: Carrier Share (%)

(Primary
Mobile Only)

 

Total Market

 

Prepaid

 

Postpaid

 

 

 

 

 

 

 

Sep-16

Jun-17

Sep-17

 

Sep-16

Jun-17

Sep-17

 

Sep-16

Jun-17

Sep-17

%
Share

 

 

 

 

31.2

34.9

35.7

 

68.8

65.1

64.3

Telstra 

39.9

39.5

37.9

 

41.5

36.6

34.8

 

39.1

41.0

39.6

Optus 

22.3

24.2

24.2

 

20.2

22.0

22.2

 

23.2

25.3

25.4

Vodafone 

14.9

14.4

15.7

 

14.6

14.4

15.6

 

15.0

14.4

15.7

Virgin 

5.2

4.4

4.0

 

3.0

2.3

2.0

 

6.2

5.5

5.1

Boost 

0.7

0.7

0.7

 

1.9

1.7

1.5

 

0.2

0.2

0.2

Amaysim/
Vaya 

4.9

4.7

5.2

 

6.1

6.9

7.7

 

4.4

3.5

3.9

Aldi 

3.0

3.0

2.7

 

7.3

7.2

6.7

 

1.0

0.7

0.4

TPG/
iinet 

2.7

2.3

2.2

 

0.8

1.2

1.1

 

3.6

2.8

2.8

Other
MVNOs 

6.4

6.9

7.5

 

4.5

7.7

8.4

 

7.3

6.5

7.0

 

 

Tariff Types*

Total

Prepaid

Postpaid

 Standard SIM + Phone contract 

32.0

X

49.2

 Out of standard contract 

10.5

X

16.1

 SIM only plan- month to month 

14.8

X

22.8

 SIM only plan- 12/24 month 

7.7

X

11.9

 SIM only- recharge as needed 

26.8

76.7

X

 SIM only- monthly billing 

6.4

18.2

X

 SIM + Phone- monthly billing 

1.8

5.1

X

*In December 2016, Kantar Worldpanel
changed the way in which the questions on tariff type are asked on the panel in
order to better capture the different elements of the prepaid and postpaid
markets. The above table shows how the tariffs are split and, as more data is
built over time, a trend will become available.


 

Total Postpaid Market

 

 

 

 

 

Postpaid

Standard SIM + Phone contract

Out of standard contract

SIM Only- postpaid

Telstra

39.6

41.5

47.8

32.0

Optus

25.4

27.0

15.8

23.6

Vodafone

15.7

18.4

11.0

12.9

Virgin

5.1

5.8

4.1

3.2

Boost

0.2

0.0

0.2

0.4

amaysim/
Vaya 

3.9

1.4

1.7

10.2

Aldi
Mobile 

0.4

0.4

0.7

0.8

TPG/iiNet

2.8

0.4

2.7

7.7

Other

7.0

5.2

16.0

9.2

Visit https://www.kantarworldpanel.com


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