Telstra still tops in Australian mobile market share

Alex Kidman 28 July 2016

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Its competitors are nipping at its heels though.

Figures from Kantar Worldpanel covering the period to June 2016 for the Australian market suggest that Telstra’s still the biggest player, but in a highly competitive market for both postpaid contract and prepaid customers. That’s notable enough given the horror year Telstra’s had for outages on its mobile networks.

In the prepaid market, Telstra and its smattering of MVNOs, including brands such as Woolworths Mobile, ALDImobile and Boost Mobile, account for a full 51.5% of the market, up from 47% a year ago. Prepaid customers are more willing to walk from one carrier to another more readily, with churn figures up to 11% compared to 8.7% a year ago. It’s the choice of network that seems to be the cause of churn to Telstra’s networks according to Kantar’s figures, with customers coming across from rival Optus and Vodafone networks.

It’s not entirely good news for Telstra, with customers churning to rival networks, largely due to cost differences for plans on other telcos. Kantar’s figures suggest a quarter of all new Vodafone customers switched from Telstra citing desire for a cheaper deal. Optus meanwhile managed to snaffle Telstra customers at an 11.6% rate, although that’s mitigated by its own customer churn of around 11%, largely to Telstra and MVNO amaysim.

Kantar’s figures look at the primary mobile usage only. Across the major carriers, here’s how they break down:

%ShareTotal Market June 2015Total Market June 2016
Telstra40.241.8
Optus21.421.8
Vodafone15.715.2
Virgin6.45.4
Boost0.60.7
amaysim/Vaya4.24.5
ALDI1.82.2
TPG/iiNet3.32.8
Other MVNOS6.35.5

These figures aren’t the be-all and end-all of mobile market share in Australia, given that they’re compiled from Kantar’s representative consumer panel, which excludes any enterprise customers or phone users under the age of 16.

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