Mobile Phone Retailers

Are you in the market for the latest and greatest smartphone, or looking for one of the best mobile phone plans available? Compare mobile phone retailers with our customer satisfaction ratings to get started.

* Overall satisfaction is an individual rating and not a combined total of all ratings. Brands with equal overall satisfaction ratings are listed in alphabetical order.
^ By clicking on a brand or ‘details’ button, you will leave Canstar Blue and be taken to our referral partner to compare. You agree that Canstar Blue’s terms and conditions apply to this referral. If you click on a brand that our referral partner does not cover, you will be taken to a brand page on Canstar Blue.
Canstar Blue research finalised in November 2013, published in February 2014.

See Our Ratings Methodology.

Mobile Phone Retailers 2014 logo

Most Satisfied Customers | Allphones

With locations in nearly every state in the country and a wide assortment of big-name brands at their disposal, it’s little wonder that Allphones has won this award for the second time. They received top ratings for overall customer satisfaction, customer service, range of available mobile phones and plans, phone accessories, and the clarity of advice given to customers.

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Allphones ring in the new year with our mobile phone retailer award

Are you due for a smartphone upgrade? It may be time to take a trip to your local mobile phone retailer, and our latest ratings can reveal which one in particular Australian customers are most satisfied with.

Allphones has received the Canstar Blue award for Overall Customer Satisfaction after it received 5 stars in the 2014 Mobile Phone Retailer ratings. Impressively, this is the second time Allphones has received our award in this category.

With locations in nearly every state in the country and a wide assortment of big-name brands at their disposal, it’s little wonder that Allphones performed so well in these results. They received top ratings for overall customer satisfaction, customer service, range of available mobile phones and plans, phone accessories, and the clarity of advice given to customers.

In other five star results:

  • Virgin Mobile finished with five stars for value for money, and
  • Telstra achieved five stars (alongside Allphones) for its range of mobile phones.

Australians stumped by their phone bill

One in five respondents to this survey don’t know how to properly read their mobile phone bill, so they just pay it without consideration. A greater percentage of young Australians fail to check their bills (30%) than those from any other surveyed demographic.

Most Australians aren’t quite so cavalier with their bills. Close to two thirds keep an eye their mobile usage throughout the month to ensure they don’t exceed their call / text limit. A similar number of proactive respondents take their mobile phone issues straight to their retailer to get them resolved (63%).

In other results, four in five Australians do not believe the law that prohibits mobile phone use while driving is too strict. However, nearly a third of respondents who drive a car admit they check their mobile phones when stopped at traffic lights.

Overall customer satisfaction

Your phone travels with your wherever you go, so it’s important to find a model and plan that perfectly suits your needs. Allphones achieved five stars for overall satisfaction in this category, ahead of four star recipient Virgin Mobile. Telstra, Optus and Vodafone each received three stars for overall satisfaction.

Value for money

When you crunch the numbers – including bills, app purchases, cases etc. – you can end up spending a lot of money on your mobile phone each year. Therefore, it’s crucial to seek out the best offerings out there for the lowest reasonable cost.

Virgin Mobile customers were most satisfied with the value for money of their mobile phone retailer. This brand received five stars, Allphones followed with four, and Vodafone, Optus and Telstra all finished with three.

Customer service

Dealing with your mobile phone is usually a breeze, but every now and then something will come along and stump you. That’s where the helpful staff from your local retailer store can help. Allphones secured five stars for customer service, and was followed by Virgin Mobile with four. Telstra, Optus and Vodafone all received three stars in this area.

Range of mobile phones available

Do you have your eye on the new iPhone 5S? The latest Samsung Galaxy? Or maybe you’re more into Windows Phones, such as the Lumia 1520? A good Australian retailer will showcase all the latest and phone gadgets to make sure you go home with your phone of choice.

Two brands achieved five stars in this area: Telstra and Allphones. Following our leaders were four star recipients Optus and Virgin Mobile, then three star achiever Vodafone.

Range of mobile phone plans available

Chatterboxes and serial texters need plans to suit their social needs. Allphones received five stars for the range of phone plans available from its outlets. Virgin Mobile came next with four stars, and Vodafone, Optus and Telstra followed with three.

Phone accessories

In need of a new case, or phone charger? Your local phone store has you covered. Customers of Allphones shops were most satisfied with the phone accessories available from their retailer. The five star recipient stayed in front of Telstra, Optus and Virgin Mobile, who all received four stars. Vodafone finished with three stars for phone accessories.

Clarity of advice

Allphones received five stars for the clarity of advice from staff. Virgin Mobile came next with four stars, and was followed by three star recipients Telstra, Optus and Vodafone.

Frequently Asked Questions

Smartphones have become the handy mini laptops of this generation. In fact, we found most Aussie bosses are addicted to their phones. You’re most likely a fan of their features and may be thinking of upgrading your lifestyle with the latest units. Instead of buying your phone online you’ll have better chances of getting the one which fits you, by evaluating your shortlisted mobiles in an actual retailer.

Here are three main reasons of why you should buy your phone from a mobile retailer:

  1. A mobile retailer is more credible. It’s more reassuring to know your phone comes from a shop front. With its business permits and approvals, you’re more certain the store’s supplies come from legitimate sources.
  2. Has more choices with genuine accessories. While most phones have their accessories readied in a pack, it will be more challenging to upgrade your unit’s features as they can’t easily be tested online. By getting to an actual phone store, you can see how a blue tooth headset, spare battery, case or cover would fit your unit since they may be tested right away.
  3. Less complications. After choosing your unit, accessories, call and Internet plan, grasping your phone should just be a payment away. Online stores require a few days for your mobile phone to get delivered. It will then take another few days to sync it your network provider.

The choice between brand-specific and multi-branded shops

In your quest for a new smartphone, you’ll come across these three types of stores:

  • Manufacturer or brand specific retailers (iPhone, Samsung)
  • Outlets by branded network providers (Telstra, Vodafone, Optus)
  • From third-party retailers carrying multi-brands (Mobile Made Simple)

Unless you’ve already made up your mind on the phone model you’re using or a specific phone plan from a network, it’s highly advisable to consider your options from all three mentioned store types.

For those who have the time, mobile retailers are much better to visit. They’re more tangible and the phones you’re prospecting may be easily tested on hand.

With the hype of Android and iOS usage, who would want to get left behind by the features provided by smartphones? Before canvassing for a unit upgrade, here’s a look into the pros and cons in buying phones from shop fronts and online shops:

Shop front purchases

Retailers have a lot to offer towards enhancing customer experience at the store level. From seasonal promos to events and concerts, a mobile phone manufacturer can stay memorable in the eyes of its buyers. However as an end user, here are the basics which you’ll need to know before making any purchase:


  • Nothing beats actually touching and trying out a handset; If you’re lucky, in-store sales and discounts may be available at the time
  • You can ask the shop attendants as many questions as you desire
  • Establishments are more credible with personnel signing on to receipts and invoice, right after buying your phone


  • Long waiting lines and full parking lots, especially if the unit is on demand
  • At times, phone displays may be deceptive and misleading. Thoroughly test your potential purchase and be sure to ask about its details from the person selling it to you in the shop
  • Since limited edition phones easily get out of stock, it will not be as easy to look for other shops that might still have them

Buying online

This channel is easier to use, especially for those who don’t have the time to browse through every specification.


  • If you’ve been a long-time account user, it’s easier to anticipate and place a bid on the mobile phone you like
  • Has more convenience in making price comparisons; you may even refer to online reviews before making a purchase
  • You can browse through numerous models without leaving the comfort of your home


  • Amidst the introduction of buyer protection, buying from an online shop entails lesser security (it’s not as easy to make complaints to the store manager should a defect be found in the unit)
  • Your financial records may be vulnerable to hackers. It takes longer for your payments to get processed, and for your phone to get shipped
  • Lack of assistance from shop representatives. They cannot manually demonstrate the proper way of using a phone or directly answer any queries you have

For something as personal as a smartphone, it’s better to purchase the unit you like in a shop front. This way, you can tangibly see the specifications of your new phone.

Most of us can agree that we all want a mobile retailer who can help us find the best mobile plans available and customer service to match. We compared five different mobile retailers including All Phones, Virgin Mobile, Optus, Telstra and Vodafone.

Allphones secured the highest satisfaction overall with consumers ahead of well-known brands Virgin Mobile, Telstra, Optus and Vodafone. Allphones were rated on their great customer service, a range of available mobile phones and plans, phone accessories and easy advice without the jargon.

Depending on which you value most, see our mobile phone retailers comparison table to see who was rated best.

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 within the survey group who have purchased a mobile phone handset and/or mobile phone plan from an Australian mobile phone retailer in the last 12 months – in this case, 1,108 people.

Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then alphabetically. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.

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