(07-06-2011 13:28 )Digital Dave Wrote: Are you sure that the majority of callers don't make a habit of it? My impression from reading this forum is that it does become addictive, and regular calling becomes the norm. How they afford it goodness knows.
There are many people on here who call in regularly and seem to think nothing of it, despite the horrendous call charges.
I wouldn't put anyone with any type of addiction/habit/obsession in the "casual customer" category, Dave.
I'm sure there are many different types of people using the services, but the kind of customers you stated in your reply would definitely be in the 20% bracket I mentioned previously. Some casuals will turn into regulars and vice versa - the bottom line is how much they spend overall.
There is a monthly credit/debit card subscription service, that some channels offer, which is designed to keep the casual customer interested. Unlike the regulars, casual punters need much more encouragement to stick around, so with this service their mobile phones get automatically "topped up" with £35 every month for calls/pictures/videos.
As I said, the figures won't always be 100% accurate, and will fluctuate in the short-term, but long-term you're probably looking at something along the lines of this (as an example):
10,000 customers
2,000 regulars spending a combined average of £100 per week = £10.4million revenue a year (just over 75% of total revenue)
8,000 casual customers spending a combined average of £35 per month = £3.36million revenue a year (just under 25% of total revenue)