The latest findings on prepaid mobile users’ habits from Roy Morgan Research show that the majority of customers still prefer to recharge in-store rather than online or over the phone.
Interestingly, Tim Martin, General Manager – Media, Roy Morgan Research, said that there were differences between providers when it came to customer preferences.
“Vodafone’s prepaid customer are the most likely to recharge at the provider’s own shopfront or at a supermarket, while Optus’s are the most likely to buy credit at a retail store. Telstra’s prepaid customers are also more likely than average to recharge via these traditional channels or by phone call or SMS, and Virgin’s are almost 50% more likely than average to use the internet. Customers with Amaysim or Boost are each around five times more likely than average to have an auto-recharge set up, and a huge 34% of prepaid customers with ALDI recharge via app—a rate around six times the norm.”
With more research to be conducted in the future, it’s too soon to know why these divides exist. However, Mr Martin says “Providers need to understand their prepaid customers and ensure they are able to recharge in whatever way suits them best.” It’s also important that retailers consider these differences when targeting customers. As the research states, “6.2 million Australians 14+ (32%) have a prepaid service on their main mobile phone: supermarkets are still their number one channel for recharging, ahead of going online or making a call, the latest telecommunications data from Roy Morgan Research shows.”
A further 11% last recharged at another retail store. When C&I Media asked Roy Morgan for clarification, a spokesperson said “P&C and general convenience channels are included in the 11% total when we ask about ‘another Retail Store’” The spokesperson also suggested that while other retailers, such as Australia Post, could also be included in this total, it’s most likely that the 11% is made up predominately of P&C channel retailers.
When it comes to convenience, it’s hard to argue with the internet’s offer. But, with 11% of customers last recharging at a convenience store, and a further 36% last recharging at a supermarket or provider outlet, the data shows there is still potential for P&C channel retailers to use prepaid recharging to draw on-the-run and out-of-credit customers into their store.
