Study: Vodafone Steals Mobile Market Share From Telstra and Optus

Study: Vodafone Steals Mobile Market Share From Telstra and Optus
B&T Magazine
By B&T Magazine



Vodafone has been the big winner in the Aussie mobile phone market over the past year, claiming a larger share of both pre-paid and post-paid services, new research has revealed.

According to Roy Morgan Research, Vodafone was the mobile service provider for 19.4 per cent of all consumer phones used by Aussies aged 14 years and over in the latest six months to October 2016 – an increase of 0.9 percentage points since the same period in 2015.

Among pre-paid services, Vodafone’s market share rose 1.3 percentage points during the six-month period to 16.1 per cent, while its share of billed services rose 0.8 percentage points to 21.3 per cent.

Mobile service provider market share - consumer mobile phones (Roy Morgan Research, October 2016)

Meanwhile, Roy Morgan found that market share fell slightly for the other two major mobile network operators, with Optus’ overall market share falling 0.5 percentage points to 24.4 per cent, and Telstra’s share down 0.1 percentage points to 39.1 per cent.

Optus’ share held steady in the post-paid market, with all of its share loss coming from a decline of 1.8 percentage points to 24.6 per cent in the pre-paid market.

Telstra’s small decline overall came from mixed results in the post- and pre-paid markets. In the six months to October, Telstra was the provider for 42.0 per cent of billed services (down 0.2 percentage points) and 33.8 per cent of pre-paid services (up 0.2 percentage points).




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