The market research firm, Roy Morgan, has released its latest ISP satisfaction data, with an overwhelmingly positive result recorded for Internode and iiNet.
According to the latest Roy Morgan Internet Satisfaction data, Internode (93.4%) is still the top performer for customer satisfaction while iiNet (89.9%) appears to be closing the gap from 5.6% points in the 6 months to April 2010 to 3.5% points in the 6 months to May 2010.
Scrolling further down the Roy Morgan press release page, you’ll find individual ISP customer profiles available for purchase. At the bottom of each report’s synopsis, you’ll see that a sample size has been included [for example, the Internode customer profile is based on a sample of 305 customers]. Now, combining these sample sizes from the ISPs’ profiles, along with the total number of internet subscribers figure from the Australian Bureau of Statistics, I think that could potentially provide a good basis for estimating market share.
My results/estimates are presented below, along with margins of error [95% confidence levels]. The estimate of total customers is ALL business, government and home subscribers with ANY kind of internet access including dialup, DSL, cable, fibre, satellite and wireless [fixed & mobile]. The Roy Morgan samples were taken between April 2009 and May 2010. The ABS total internet subscribers figure is as at December 2009.
Table 1: Estimated Australian ISP market share, 2009-2010
| Internet Service Provider | Roy Morgan sample size | Est. market share | MoE | Est. total customers, Dec 2009 |
|---|---|---|---|---|
| 3 Internet | 322 | 2.6% | [1.4%-5.0%] | 241,229 |
| AAPT | 342 | 2.8% | [1.5%-5.2%] | 256,212 |
| Adam | 134 | 1.1% | [0.3%-4.7%] | 100,387 |
| Chariot | 134 | 1.1% | [0.3%-4.7%] | 100,387 |
| Dodo | 321 | 2.6% | [1.4%-5.0%] | 240,479 |
| Exetel | 206 | 1.7% | [0.6%-4.5%] | 154,326 |
| iiNet | 509 | 4.2% | [2.8%-6.3%] | 381,321 |
| Internode | 305 | 2.5% | [1.3%-4.9%] | 228,493 |
| iPrimus | 284 | 2.3% | [1.1%-4.8%] | 212,761 |
| Netspace | 166 | 1.4% | [0.4%-4.5%] | 124,360 |
| Optus | 2,099 | 17.3% | [15.7%-18.9%] | 1,572,481 |
| Primus-AOL | 153 | 1.3% | [0.3%-4.6%] | 114,621 |
| TADAust | 119 | 1.0% | [0.2%-4.8%] | 89,150 |
| Telstra | 5,710 | 46.9% | [45.7%-48.2%] | 4,277,688 |
| TPG | 539 | 4.4% | [3.0%-6.5%] | 403,796 |
| Unwired | 175 | 1.4% | [0.4%-4.5%] | 131,103 |
| Virgin | 158 | 1.3% | [0.4%-4.5%] | 118,367 |
| Vodafone | 103 | 0.8% | [0.1%-5.1%] | 77,163 |
| Westnet | 384 | 3.2% | [1.8%-5.4%] | 287,676 |
| TOTAL | 12,163* | 100.0% | 9,112,000** |
- * Roy Morgan, April 2009 to May 2010
- ** Australian Bureau of Statistics, December 2009
- 95% CIs using method of Agresti and Coull [c.f. Engineering Statistics Handbook]
- AAPT, Netspace and Westnet are owned by iiNet
- Chariot is owned by TPG
- Adam offers residental internet access in South Australia & Northern Territory only
A [loud] word of warning: small sample sizes result in very wide, almost unusable margins of error. For example, the 95% confidence interval around the Vodafone estimate is 0.1% [12,370 customers] to 5.1% [464,027 customers]. That’s a massive range for the true value to fall within, so be aware of these margins of error when perusing the table above.
Still, some interesting results, I think.
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Filed under: ISP statistics, research, statistics Tagged: | ISP, market share
Why is Primus and iPrimus listed separately when they are the same company??
Hi, Mick. Thanks for the comment. I deliberately listed out the companies individually exactly as Roy Morgan have done in their reports, so that readers could see what I’m doing. For example, AAPT, Netspace, Westnet & iiNet are all technically the same company too.