The state of competition in the Australian mobile resale market
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- Focus group 1 – Tertiary students
- Focus group 2 – Professional/academic staff
Focus groupsTwo focus group sessions were conducted to obtain insights into factors that influenced mobile consumers’ decisions on choosing and switching service providers. Focus Group 1 (FG1) consisted of full time tertiary students and the other, Focus Group 2 (FG2), consisted of employed professionals. The purpose of having two separate groups was to identify a wide range of factors influencing decision making processes and to build an understanding of consumer decision making processes. Focus group 1 – Tertiary studentsFG1 consisted of five postgraduate students (four [80%] female and one [20%] male) from the ANU. The age range of the participants was 24 to 36 years (mean 27.6). The average monthly spend for their mobile phone service was $40.07, with the majority (80%) having post-paid billing agreements (three with Vodafone and one with Telstra), and one Lycamobile prepaid agreement. Through the course of discussion, participants themselves identified and deliberated 10 main factors, independently of the facilitator. When asked to rank the factors from most important to least important for deciding on a mobile phone plan, “Network reliability” and “Monthly cost” were identified as the most important on an equal 8.6 points (maximum of 10). “Free calls on the same network” was ranked least important (10th) on 2.8 points (Table ). Table - Focus group 1 - ranked factors
Focus group 2 – Professional/academic staffThe second focus group consisted of eight staff from the ANU (all [100%] female). The age range of the participants was 24 to 49 (mean 32.7). The average monthly spend for their mobile phone service was $42.84, with four (50%) post-paid (two Optus and two Vodafone) and four (50%) prepaid (two Virgin, one Vodafone and one Lycamobile) billing agreements. This time there were 14 main factors that participants volunteered and discussed. When asked to rank the factors from most important to least important for deciding their choice of mobile phone plan, “included data quota” and “network reliability” were identified as the most important on 10.38 and 10 points respectively (maximum of 14). “Can understand contract / fine print” was ranked least important (14th) on 2.125 points. Each participants was also asked to indicate one (or more) factors they considered vital to their decision making, which also resulted in “included data quota” and “network reliability” being indicated most frequently at four and five times respectively (Table ). Table - Focus group 2 - ranked factors
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