Four out of the five major mobile phone market players have improved their customer satisfaction ratings in the six months to January 2010 compared to the six months to August 2009, with Virgin (up by 10.7 %pts), Vodafone (up by 10.4 %pts), 3 (up by 5.3 %pts) and Optus (up by 4.0 %pts). This increased the gap between them and the market leader, Telstra (60.3%), who continued to fall behind the industry average (67.9%) and was the only major company to record a drop in satisfaction over the survey period.

Mobile Phone Customer Satisfaction


Source: Roy Morgan Single Source (March 2009 - January 2010);
Total main user of mobile phone and gave provider n= 13,436.
“% Satisfied” is the proportion of all customers who are “Very” or “Fairly” satisfied with their overall service with that mobile phone service provider (on a five point scale). Total industry figure excludes those who can’t say their provider.


Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Virgin is still the top performer and continues to increase customer satisfaction. However Vodafone has also shown a further increase in performance to get slightly ahead of its counterpart 3 Mobile. With Vodafone and 3 Mobile positioning themselves comfortably as the number 2 and 3  providers in terms of customer satisfaction, it continues to show that the now merged company VHA is paying close attention to their customer needs and making sure they are keeping their customers satisfied.  Virgin, however, continues to improve its customer satisfaction rating, resisting Vodafone’s attempt to bridge the gap.”


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These profiles provide a broad understanding of the target group in terms of demographics, attitudes, activities and media usage.

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