“…the fact that smaller ISPs have targeted a substantial share of the One.Tel pie relative to their size reflects their belief that ISP customers are willing to support the smaller, aggressive and more flexible operators over the industry heavyweights,” research company Nielsen/NetRatings said.
The Nielsen/NetRatings research found that since One.Tel’s collapse last month, small to medium ISPs have received significant spikes in Web traffic, with some rising 15 percent higher in June.
The findings showed that while Telstra and Optus received the highest number of unique visitors from One.Tel customers, the local ISPs benefited markedly.
The smaller ISPs were quick to launch aggressive and innovative offline advertising campaigns targeting One.Tel customers during the crisis, according to Nielsen/NetRatings senior analyst Andrew Reid.
“The figures indicate these tactics have created an impact for the smaller players--at worst they have achieved marketplace recognition, at best they have gone on to transition new customers,” he said.
Nielsen/NetRating’s Web measurement found that local ISP alphalink.com.au’s traffic rose 62 percent in June, followed by DingoBlue with 60 percent, tpg.com.au grew 50 percent and GoConnect 30 percent.