The market at a glance

• Highest market presence: Telstra holds the top position across all primary metrics, leading the industry in aided awareness (86%), consideration (45%), and preferred brand status (30%).
• Conversion standouts: Aussie Broadband, Belong, and TPG demonstrate exceptional efficiency in moving consumers through the funnel, achieving strong preferred brand scores relative to their awareness footprint.
• Trust and perception leaders: Aussie Broadband achieves the highest brand trust score in the sector at 80%, while Telstra leads on fast internet speeds (77%), reliable connection (76%), and customer support (74%).

Sydney, 18 March 2026 — Conjointly Brand Tracker has expanded its coverage to include the Australian NBN home internet industry, shedding light on providers’ performance across this competitive sector.

Initial Findings from the Australian NBN Home Internet Market

Telstra commands a dominant presence in the Australian NBN home internet landscape, leading across all tracking metrics: 86% aided awareness, 45% consideration, and 30% preferred brand. Optus follows as a strong second (79% awareness, 30% consideration, and 16% preferred brand), with Vodafone, Dodo, iiNet, and TPG all demonstrating awareness scores above 60%, reflecting a highly competitive and well-established top tier of the market.

Some of the most compelling stories emerge in conversion efficiency from awareness into genuine preference. Aussie Broadband’s conversion efficiency is a standout story: despite mid-tier awareness (60%), it secures a high 9% preferred brand score, signaling strong brand resonance among those who know it. Belong, TPG, and iiNet also impress, each demonstrating loyal audiences that move decisively through the funnel.

Telstra’s dominance on performance perception is unmatched: 77% fast speeds, 76% reliable connection, and 74% good customer support, with no rival close on any metric. Brand trust tells a slightly different story: Aussie Broadband tops the category at 80%, ahead of Telstra’s 75%. Overall, Telstra remains the only brand in the top five on both trust and awareness, which is a rare combination of reach and reputation.

“What strikes me most in this first wave of data is how different the paths to brand equity can be,” says Nik Samoylov, Founder of Conjointly. “Telstra dominates on scale and performance perception, yet Aussie Broadband outscores it on trust. That’s not a fluke; it reflects a market where consumers are actively differentiating between providers on factors beyond name recognition.”

The findings are based on a syndicated study of 1,256 Australian broadband customers, with 847 respondents qualifying as having standard home internet via a fixed connection (NBN, OptiComm, or similar) with a Wi-Fi router, and identifying as the decision-maker or purchaser of their household’s internet plan. Participants were recruited via Conjointly’s panel network and compensated for their time, with the sample weighted to national demographics to ensure findings are market-representative.

Explore the Australian NBN home internet data at https://brandtracker.conjointly.com/australia/nbn-home-internet/.

About Brand Tracker by Conjointly

Brand Tracker delivers automated brand performance reporting with rigorous, market-representative insights. Australian businesses across industries can now access statistically weighted brand funnel data, including awareness, consideration, purchase intent, and preference.

“We built Brand Tracker because we want to make insights about brand tracking accessible to everyone: big and small businesses alike,” said Nik Samoylov, Founder of Conjointly. “Brand Tracker has easy-to-use and easy-to-digest analytics about brand positioning, brand awareness, and more, without requiring a six-figure commitment.”

Brand Tracker currently offers Australian businesses free access to detailed public brand data across six industries. For monitoring of your own brand with advanced analytics and real-time dashboards, Priority Access starts from the industry-breaking price of $6,000 per year, a fraction of traditional agency costs. Custom tracking solutions are also available for businesses with specific needs.

About Conjointly

Conjointly started as a simple online tool for conjoint analysis in 2016 and has since evolved into an industry-leading market research platform. Conjointly holds ISO 20252:2019 (Sampling), ISO 27001:2022, ISO 27701:2019, and SOC 2 Type II certifications, and is a member of the Insights Association and the British Healthcare Business Intelligence Association.

Conjointly’s tools address the most common pricing and product research problems and are supplemented with expert support and guidance from experienced researchers. With thousands of projects performed on the platform, Conjointly is the go-to research place for hundreds of clients.