According to Roy Morgan Single Source, 27.3% of all Australian mobile phone
users have mobiles that are more than two years old. Telstra has the highest
proportion of customers with old handsets: 30.3%, or about 2.2 million people.
Meanwhile, Vodafone is at the other end of the spectrum, with the fewest
customers with old phones, and also the highest proportion looking to upgrade.
Overall, 24.3% (or 4.1 million) of Australian mobile phone users intend to
upgrade their mobile phones in the next 12 months.
General Manager Media & Communications of Roy Morgan Research George
Pesutto said that "Mobile phone users with models over two years old are most
likely to own a Nokia (30%), Samsung (21%) or iPhone (18%), which indicates that
these are the main brands."
Slower handset upgrade rates can be a mixed blessing for mobile networks, as
they are faced with lower handset subsidy costs and less demand on their mobile
data networks. Conversely though, older handset users tend to spend less and are
more vulnerable to being lured away to a rival network.
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