About The Research

An important part of what we wanted to do in creating this study was to ensure that it was as comprehensive as possible.

With that in mind, we set in place a large-scale survey…

  • 2,000 interviews are conducted online
  • Sample is drawn randomly from a major online panel provider
  • Interlocking quota controls are employed to ensure robust subsets across critical dimensions (gender, age, State/Territory). The chart opposite provides a summary and there are several layers below
  • The data was weighted according to 2011 ABS Census data

Churn questions were asked about products and services that each respondent uses. In the case of household utilities, respondents were also decision-makers for more utilities. Electricity and Gas results are filtered to states and territories where switching is possible.

Bases for questions that are specific to products/services are smaller as a proportion of overall respondents were asked about products/services that they use. Typically, base sizes are around 64%-74% of the base sizes shown opposite.

 Product & Services Used
  Sample Size
Unweighted
#
Proportion
of Sample
Weighted
%
Superannuation 1,438 72
Private health insurance 1,141 57
A fixed telephone landline 1,408 70
A mobile phone 1,915 96
Broadband internet at home 1,715 86
Motor insurance 1,509 74
Home building insurance 1,006 49
Home contents insurance 1,285 63
A mortgage 793 40
Financial advice 336 16
Personal insurance (e.g. death or disability) 536 27
None of these 10 0

As well as conducting analysis on these churn questions within categories, a more strategic analysis has been conducted through the establishment of segments of respondents based on their past switching behaviours and future switching intentions. The segments established include:

  • Potential Switchers: are likely to consider switching but haven’t switched in the past 3 years
  • Fickle Switchers: are likely to consider switching and have changed companies in the last 3 years
  • Optimised Switchers: are unlikely to consider switching and have changed longer than 3 years ago
  • Recent Switchers: are unlikely to consider switching although they have changed companies in the last 3 years
  • Sticky Customers: are unlikely to consider switching and have always used their current company

The segments apply to each specific category or product in the survey individually, meaning each product and service category has a different mix of these segments.

Segment definition
Q. How likely are you to consider changing your supplier in the next 12 months for each of the following products or services?

Q. Have you always used the company you do now for each of the following products or services or have you changed from another company (and if so, how recently)?