PlusOne – Marketing Musings

It seems we are a generally happy lot when it comes to our mobile phone service. Now, if they can just get non-metro areas coverage sorted out.

A new survey undertaken by the Australian Communications and Media Authority (ACMA) has highlighted consumer perceptions of mobile phone services and the important part they play in the lives of the community. ACMA’s work reflects AMTA’s own research and points to an exciting year of growth in 2008, particularly in data use and mobile broadband.

The report, released earlier this week, found that four out of five Australians (81 per cent) are generally satisfied with their telecommunications services, although there are notable differences in satisfaction levels between housheholds, small and medium enterprises and the rural sector.

The research, Telecommunications Today Report 4, provides a snapshot of consumer satisfaction with fixed-line, mobile, voice over internet protocol (VoIP) and internet services.

It says that 66 per cent of respondents found the service provided by their mobile service provider either exceeded their expectations (8 per cent) or mostly met their expectations (58 per cent). Twelve per cent said their mobile service provider sometimes met their expectations and 4 per cent said they rarely met expetations.

“Participants generally indicated that mobile phones were an essential part of their lives and satisfaction was relatively high with few complaints arising,” it says.

“Household consumers saw their (mobile phone) capacity to be used anywhere, their convenience and the ability to keep in touch at all times as the main benefits. SME and farm consumers also emphasized the importance of their mobile phone for work purposes. For both SMEs and farm consumers, the mobile phone has allowed them to operate their businesses more flexibly and efficiently.”

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