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I’m at home, call me on the mobile. Over 1 in 5 Australians now have home phone area code 04

Source: Roy Morgan Single Source (Australia), April 2008 – May 2013, 6 month rolling average n=9,798; Australians 14+ who have lived at current address for less than 12 months, July 2007 – June 2013, average annual n=2,226.
Four million Australians 14+ (21%) have now disconnected from home phone landlines and use only a mobile, the latest research from Roy Morgan shows.

Over another third (34%) of Australians would consider becoming ‘Mobile Only’ phone customers. In all, 58% now use their mobile phone more than their home phone.

The Rise in ‘Mobile Only’ Consumers Among Australians 14+

Source: Roy Morgan Single Source (Australia), April 2008 – May 2013, 6 month rolling average n=9,798.

Moving house is a time when many make the decision to abandon home phone line rental. As of June 2013, for the first time the majority of people who moved home recently (within the past year) did not get a landline connected. The proportion of ‘Mobile Only’ consumers among recent movers has more than doubled in five years, from 21% in June 2008, to 51% now.  

The Rise in ‘Mobile Only’ consumers among recent house movers

Source: Roy Morgan Single Source (Australia),  Australians 14+  who have lived at current address for less than 12 months, July 2007 – June  2013, average annual n=2,226.

George Pesutto, General Manager Media & Communications, Roy Morgan Research, says:

“If the previous rate of consideration to action continues, we could expect to see the proportion of people who are ‘mobile only’ double in the next five years to over two in five Australians.  

“Today’s ’Mobile Only’ consumers tend to be in rented households, and are often young singles or couples. They are also more likely to use a smartphone and have higher data allowance than the average Australian.”

Click here to view our extensive range of Media Profiles including telecommunications, mobile phones, fixed-line telephones, and more.  These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

For comments or more information please contact:

George Pesutto, General Manager Media & Communications

Telephone: +61 (3) 9629 6888

George.Pesutto@roymorgan.com

 

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About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2