- Regional Australians’ purchase intentions are on par if not more likely than the metro population!
- Regional Australians are 14% more likely to purchase home telephone products/services compared to the general population.
- 20% more likely than people living in metro areas (Audience size; Regional = 38% | Metro = 32%)
- Regional Australians are just as likely as the metro population to consider replacing their home phone with a mobile phone
- Regional Australians are 12% more likely than the general population to purchase a mobile phone in the next 3 months.
- Regional Australians have similar perspectives to the metro population when considering purchase behaviour and brand loyalty, especially when it comes to:
- Shopping around for the best deal on mobile phones (Regional = 59% | Metro = 61%)
- Wanting an all-in-one provider-phone and plan (Regional = 55% | Metro = 53%)
- Waiting 2 years before purchasing a new phone (Regional = 81% | Metro = 79%)
- Paying for products in full, rather than over time (Regional = 56% | Metro = 54%)
- Avoiding being in contract (Regional = 49% | Metro = 50%)
- The similarities between regional and metro are also mirrored when it comes to usage:
- They use their mobile to make purchases (Regional = 46% | Metro = 49%)
- They believe their mobile phone is essential to managing their life (Regional = 56% | Metro = 59%)
- They use their mobile phone more than their home phone (Regional = 76% | Metro = 79%)
- Annually the Boomtown audience spends $10.4 billion on telecommunications
- 1 in 3 Boomtown residents (2.7 million) agree they are considering replacing their home phone with their mobile phone
- Boomtown residents want to feel connected with 56% (4.4 million) agreeing they love being able to contact friends wherever they are
Source: GeoCMV, S05 2019, Boomtown Population vs. National Population. Total spend per annum, base: all Australian households
Nielsen CMV 2021 Survey 10, People Aged 14+
