In news that will surprise no one, new research from Roy Morgan has found that Telstra is Australia's number one mobile provider, followed by Optus in second, and Vodafone in third. However, in a bit of a twist, Vodafone has managed to edge out Telstra and Optus in the race for first in Sydney.
In Sydney, Vodafone has 30.4% of the mobile market share, followed by Telstra at 27.9%, and Optus at 26.5%.
Roy Morgan Research CEO Michele Levine attributes Vodafone's lead in Sydney to its larger brick-and-mortar presence in Australia's not-capital.
"Roy Morgan’s analysis indicates that traditional retail reach is an important piece of the puzzle," said Levine. "Almost three in five mobile owners in Sydney purchased their current mobile plan from a store, which is the same proportion as in Melbourne, where Vodafone is a distant third."
"Vodafone’s share of owners and their dollars in each city is actually remarkably similar when looked at 'per store'. That is, while mobile owners in Sydney and Melbourne equally prefer to buy their plans in-store, Vodafone has just over 50 percent more stores in Sydney, so it is any wonder its share of the market (and revenue) is also just over 50 percent higher?"
On a national scale, Telstra has 43.6% of the mobile market, trailed by Optus at 24.1%, and Vodafone at 18%. Telstra's lead drops when only looking at the capital city average, which sees Big T with 33.6%, Optus with 26.3% and Vodafone with 24.1%.
Alex Choros
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