Landlines are no longer the bastions of communications they once were with 30% of Australians now making calls over the internet and one in seven of us not even having a home phone, according to the latest research by CoreData.
The latest CoreData Telco Research 2013 found that while the large majority of respondents (86.0%) report having a landline at home, more than half (51.8%) of landline owners only use it sometimes, preferring their mobile phone or other ways to communicate.
Landlines have lost their appeal for younger consumers. Three in 10 Australians below 39 years old (30.1%) don’t have a landline at home and are instead relying more on their mobile phones and online services to connect.
Nearly a quarter of respondents (23.6%) report using various online services (i.e. Skype, VoIP, instant messaging) to communicate rather than making actual telephone calls.
The increase in mobile and internet usage can also be observed among older respondents. Nearly two in five aged 60 years old and above have a data plan on their mobile phone and seven in 10 (69.3%) have internet at home.
Cyrielle Chiron, Head of Research at CoreData, said: “Voice calls are in decline as the appetite for data-driven communication increases. A quarter of respondents (25.4%) report using more data than phone talk/SMS time on their phone plan and nearly one in five don't email (18.8%) or call (17.6%) their friends anymore, relying more on social media such as Facebook.”
Data use in a mobile world
The amount of data stored in mobile phones and shared on social media has made people more dependent on their gadgets. Ms. Chiron said: “Close to a third of respondents (30.9%) feel their whole life is in their phone and they will lose everything if they misplace it. On the other hand, much fewer respondents (8.0%) report that their whole life is on Facebook.”
The internet has also changed the way we access, share and consume data.
Around a quarter of respondents (24.3%) report usually using their data for downloading movies, TV shows and music, while one in five (20.5%) indicate they tend to stream videos, music and radio online.
Other common primary uses of data include talking over the internet (15.2%) and browsing the internet (10.5%). This trend is much more evident among younger respondents.
The increasing demand for data is evident among consumers as most respondents have a data plan for their home Internet (71.7%) and mobile phone (58.8%), while only 12.2% have neither.
If given the choice, two thirds of those aged 39 and below (65.2%) who have a mobile phone plan would increase the data allocation, compared to only 25.5% who would increase the call allocation. This preference is more evident among males than females (62.2% vs. 49.2%) as it was for younger respondents (70.3% of Gen Y vs. 38.1% Pre-boomers).
Other findings from the CoreData Telco Research 2013 include:
- Over half (56.5%) of those aged 39 hate when people leave voice messages and prefer a text message (36.1% for all ages).
- A quarter (25.3%) of those aged 39 read books in eBook format on the Kindle, tablet, or iPad more often than actual books ( 23.7% for all ages).
- When listening to music, one in seven (15.7%) of those aged 39 or below tend to stream (e.g. Grooveshark, radio, Spotify, YouTube) it more than listening to my iPod/MP3 players (12.1% for all ages).
- Over half of those aged 39 (50.6%) feel social media informs them faster on what is happening around the world than the actuals news (33.7% for all ages).
- Most respondents have less than 2GB (43.4%) or between 2-4GB (32.5%) for their mobile plan, while just over half (53.3%) have 100GB or less for their home internet plan (43.2% have less than 50GB). Only 14.9% have more than 500GB on their home internet plan.
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Cyrielle Chiron, Head of Research, CoreData, is available for interviews.
About the Research
The CoreData Telco Research 2013 analysis and findings are based on quantitative and qualitative data collected via an online survey between 20-28 May 2013, completed by 580 people 18 years old and above.
CoreData is a research consultancy agency. It provides clients with market intelligence, guidance on strategic positioning, methods for developing new business, advice on operational marketing and other consulting services. CoreData prides itself in identifying market trends at the earliest opportunity and formulating insightful quantifiable research that clients can use to help them stay ahead of the market and better meet the day-to-day challenges facing their businesses. The CoreData team is a complimentary blend of experienced research, marketing and media professionals, who together combine their years of industry experience with primary research to bring perspective to existing market conditions and evolving trends. CoreData also has offices in London, Beijing, Manila, Boston, São Paulo and Cape Town.
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