Mobile Phone Retailers – 2013 Ratings

Posted by Canstar Blue February 7th 2013

You are viewing the archived 2013 ratings for mobile phone retailers. Go to the current mobile phone retailer ratings.

See Our Ratings Methodology.

Mobile phone bills break the bank

Most Satisfied Customers 2013 - Mobile Phone RetailersMortgages, electricity bills and other loans can put pressure on the household purse, and it seems our love affair with mobile phones is becoming a drain on the kitty.

A quarter of mobile phone retailer customers who responded to our survey said their monthly phone bill was one of the most significant expenses in their budget. Generation X was even more likely to see mobile phone bills as a major financial hurdle, particularly compared to Baby Boomers (28% of Gen X’s versus 14% of Baby Boomers).

Finding the best mobile phone and carrier plan can make all the difference to the average household budget, so which mobile phone retailers should you call on for help?

Allphones was the recipient of this year’s most satisfied customers award – Mobile Phone Retailers in a survey that also compared Virgin Mobile, Crazy Johns, Optus, Telstra and Vodafone (including 3 Mobile).

Allphones took a substantial share of five star ratings for overall satisfaction, service, range of mobile phones and of mobile plans, phone accessories, and clarity of advice. Virgin Mobile received five stars for its range of mobile phone plans, while Crazy Johns was a five star leader when it came to value for money.

In other results, 81% of respondents did not consider the law restricting mobile phone usage while driving, as “too strict”.

However, almost every second person surveyed seemed to struggle when it came to practising what they preached – 44% said they had used their mobile phone to answer a call while driving.

Every Australian state and territory has laws in place to restrict drivers from handling a mobile phone whilst driving^. Australian Police class ‘inattention and distraction’ – such as using a mobile phone – as a risk not dissimilar to speeding, driving under the influence, not wearing a seatbelt, or driving while fatigued.

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers of mobile phone retailers within the survey group – in this case, 1,060 people. To qualify, the customer must have purchased a mobile phone handset and/or mobile phone plan from an Australian mobile phone retailer in the last 12 months.

Brands must receive at least 30 responses to be included. Results are comparative and it should be noted that brands that received three stars have still achieved a satisfaction measure of at least six out of 10.

Overall customer satisfaction

Allphones was our five star achiever for overall customer satisfaction in this category ahead of four star recipients Virgin Mobile, Crazy Johns and Optus. Both Telstra and Vodafone received three stars for overall satisfaction.

Value for money

Crazy Johns was awarded a five star rating for value for money. Both Allphones and Virgin Mobile received four star ratings; Optus, Telstra and Vodafone achieved three.


There are hundreds of mobile phone models and plans on the market, making the task of choosing one all the more difficult. Friendly staff members can really help customers in this search; and the staff at Allphones earned the brand five stars for service, followed by:

  • Virgin Mobile and Crazy Johns with four stars,
  • Optus and Telstra with three, and,
  • Vodafone with two.

Range of mobile phones

Whether you’re searching for the latest iPhone, or on the hunt for a disposable ‘brick phone’, our five star recipient for mobile phone range might be an ideal first point of contact. Allphones received five stars for its range of mobile handsets, ahead of four star recipients Virgin Mobile, Optus and Telstra. Both Crazy Johns and Vodafone received three stars for their range of mobile phones.

Range of mobile phone plans

Both Virgin Mobile and Allphones led the category for the range of mobile phone plans available to their customers – each earning a five star rating. Next were Optus and Crazy Johns with four stars each, then Telstra and Vodafone with three.

Phone accessories

Five star recipient for phone accessories – Allphones – was followed by a large number of four star achievers: Virgin Mobile, Crazy Johns, Optus and Telstra. Vodafone was next in line with a three star rating for its phone accessories.

Clarity of advice

Allphone customers were most satisfied with the clarity of advice they received when visiting their mobile phone retailer. This earned the mobile phone dealers a five star rating in this area, with both Virgin Mobile and Optus receiving four stars. Crazy Johns, Telstra and Vodafone were each awarded three stars for clarity of advice.

^ Placing phone calls, using the phone’s GPS or playing music is prohibited in all states and territories if the mobile phone isn’t able to be operated hands-free, or housed in a commercially manufactured cradle.

Past Ratings
Mobile Phone Retailers (2012)