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…
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.
|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|
|Home building insurance||1,006||49|
|Home contents insurance||1,285||63|
|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:
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.