Communications now an essential service, say consumers

Home internet and mobile connectivity are now considered essential by the vast majority of Australians. Price is the number one factor when choosing a plan, yet few people are actively checking the market for a better deal. 

These are some of the key insights from the new Consumer Sentiment Tracker, commissioned by the peak communications consumer body, ACCAN, and which is now available. 

This Tracker will be updated regularly and form part of a research suite providing rich insights into the views of Australian consumers and offering a strong evidence base to support ACCAN’s policy work, consumer campaigns, and engagement with government and regulators. 

ACCAN CEO Carol Bennett said the Consumer Sentiment Tracker will become a key tool for understanding what Australians really think about the communications market—and early results are already shedding light on big issues. 

“We hear directly from consumers every day about the pressures they’re facing. This research helps us back those stories with data, and we will use it to drive change in the sector,” Ms Bennett said. 

“Already, we’ve learned that almost 9 in ten Australians need constant home internet access and three in four Australians say they need constant or near-constant mobile internet access.” 

“We also know that price matters most when it comes to finding a mobile or home internet plan – especially for households under serious cost-of-living strain.” 

“At the same time, only 27% of consumers are searching the market for a better plan each year, and only 10% follow through and change their mobile provider. That tells us it needs to be easier for consumers to compare the market.” 

“In a market where real competition is limited, we need better tools and safeguards—like a concessional broadband product and an independent, trusted comparison tool to help people find fairer deals.” 

“With the ACCAN Consumer Sentiment Tracker, we have another tool to inform our policy solutions to government, regulators and industry on practical changes that make communications fairer, more affordable, accessible and reliable for everyone,” Ms Bennett concluded.

The research suite – Consumer Sentiment Tracker, July 2025, is now available on the ACCAN website.