Virgin And Guvera Team Up With Reggie Watts To Combat Aussies Being ‘Datafraid’

Virgin And Guvera Team Up With Reggie Watts To Combat Aussies Being ‘Datafraid’
SHARE
THIS



We are a nation that is hungry for data, with nearly half of Australia (45 per cent) agreeing they simply could not go about their daily life without data on their smartphone. However, with greater data usage comes greater anxiety about going over the data limit – Australia is becoming ‘Datafraid’.

Datafraid (definition): A state of anxiety about how much data you’re using on your mobile phone.

The Virgin Mobile research was conducted to support the launch of Virgin Mobile’s new partnership and the new product offer ONE B1G GIG – a bonus gigabyte of data for all existing and new Postpaid1 customers every month they listen to Guvera until 30 April 2016, so that Virgin Mobile customers no longer need to be ‘Datafraid’ when listening to music on the go.

Nine in ten Aussie smartphone users agree that music makes life more enjoyable and 71 per cent agree that music is a significant part of their life. So why are only 29 per cent of Aussie smart phone users using a music streaming service on their mobile phone?

It could be because a significant proportion of Aussies are worrying constantly about going over their data limit – 44 per cent when they feel they are getting close to their limit and 36 per cent because they don’t know how much data their phone is using.

So what is driving this fear? While there are tools in place to check data regularly for Aussie smartphone users, when asked how far a gigabyte of data would go for music streaming, only 1 per cent of Aussies could correctly estimate how much music this would get them.

Virgin Mobile wants to let all music lovers across the country know that one gigabyte of data for music streaming through Guvera equals about 407 songs or up to 21 hours of music (as tested by Virgin Mobile). However, the majority (86 per cent) underestimated how much music this would get them. On average, Aussies estimated that one gigabyte of data would only get them 290 songs or eight and a half hours of music – much less than the reality!

No wonder we’re becoming ‘Datafraid’ with the lack of understanding of how much data our smartphones are using.

To curb Aussies’ fear of going over their data limit and to celebrate the new partnership with Guvera, Virgin Mobile’s ONE B1G GIG offer means there is no need to be ‘Datafraid’ about streaming music on the go.

David Scribner, chief executive at Virgin Mobile Australia, commented: “As well as this new partnership cementing another way we are making mobile better, this offer is also a reflection of us listening to our customers and solving an issue that scares off most music streamers – data drain. A lot of people are scared of streaming music through their smartphone because of how much data they believe it eats up.

“With this monthly bonus gigabyte of data, Aussies can stream their favourite tracks to their hearts content without worry about any nasty surprises on their bill at the end of the month. Our customers believe that music makes the world a better place, and we want to help them access it whenever and wherever they are.”

Virgin Mobile has partnered with Guvera because of an alignment in values and a mission to put people first. Guvera treats its listeners, paying or not, to unlimited music and the ability to download unlimited tracks to their mobile phones and listen offline.

Darren Herft, CEO, Guvera commented: “We’re really proud and excited to be partnering with Virgin Mobile. It’s evident data is top of mind all the time for Australians so through this offer we hope more Aussies can enjoy using our service and get access to more music.”

To celebrate the launch of the ONE B1G GIG, Virgin Mobile has partnered with international musician and comedian Reggie Watts to show Australians how much 1GB of data will actually get them. Watts will be coming to Australia to release a music track that lasts for a whopping 21 hours and name checks over 600 of Australia’s weirdest and wonderful town names. That’s right, he’s rapping, beatboxing and singing his way around Australia for 21 hours so Australians can truly see just how much 1GB of data is worth on Guvera.

The track will be available from Tuesday 20 October 2015 on makingmobilebetter.com.au. To get a taste of Reggie in action, watch his teaser video here:

Please login with linkedin to comment

DDB Brussels Hat Tip MNet racing victoria

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]