Woolworths and Coles customers compared on private label telco providers, Roy Morgan Research

Posted by AFN Staff Writers on 15th August 2016

New data released by Roy Morgan Research reveals Woolworths shoppers are more likely than Coles shoppers to have Telstra as their mobile phone service provider.

Nearly 50 per cent of all consumers who mainly shop at Woolworths are Telstra mobile phone customers whilst just 39 per cent of Coles shoppers have a Telstra account.

Approximately 20 per cent of Coles shoppers are with Optus while only 19 per cent of Woolworths shoppers chose Optus.

Percentage of Woolworths and Coles Main Shoppers with Mobile Service Provider

Source: Roy Morgan Single Source, April 2015 – March 2016, sample n = 12,318 Grocery Buyers 14+


According to the Roy Morgan Research, there is a linkage between Woolworths shoppers being more likely to choose Telstra.

“The two supermarket giants have distinguished themselves as the ‘fresh food people’ (Woolworths) and the home of ‘down-down’ prices (Coles) respectively,” Roy Morgan Research said.

“The chart below shows, Woolworths is more commonly associated with ‘Quality’ and Coles with ‘Price’—just as Telstra and Optus are,” respectively said the Roy Morgan Research assessment.

Percentage who cite Quality or Price for Supermarkets and Telcos








Source: Roy Morgan Single Source, April 2015 – March 2016, sample n = 12,318 Grocery Buyers 14+ and 13,464 Main Mobile Owners 14+


Chief Executive Officer of Roy Morgan Research, Michele Levine, said both supermarkets have made the right choice in choosing their private label mobile phone providers, with Woolworths already using the Telstra network and Coles the Optus network. She said that consumers who choose supermarkets as their mobile provider are often aware of which network the supermarket is actually using to provide their phone service and that this plays a part in purchase decision making.