Jolt Data: Australian Consumers Increasingly Switch Brands, DOOH Network Says
2026-08-26 · via Digital Signage Today
Jolt, an Australian digital out-of-home and electric vehicle charging network, has published first-party survey data suggesting most of its urban audience is open to switching brands or providers over the coming months. For media buyers and operators running screens on out-of-home networks, the data is being positioned as a case for targeting consumers with brand-switching messages during the summer period.
According to the release, the survey covered Jolt's urban users and was conducted in June about planned financial habits for the 2026 summer. The company says 82% of respondents are open to trying new brands or switching providers in the next six months, and more than a quarter say they are actively reassessing their current brands.
Jolt also says 85% of its audience switched at least one household provider in the past 12 months, and 54% changed two or more. The categories most likely to see switching, per the release, are streaming (43%) and energy or utilities (41%), followed by health insurance (25%), home and contents insurance (22%), mobile or internet (21%), car insurance (21%) and banks or mortgages (17%). On average, Jolt says its users switched across 2.18 categories over the past year, and 36% switched providers three or more times.
The release frames this as evidence of a group it calls "selective upgraders," consumers who are not cutting spending overall but are being more deliberate about where they spend, particularly on larger purchases. Jolt says 46% of respondents describe themselves as selective spenders who keep spending up in categories that matter to them while watching costs elsewhere. Quality groceries and food ranked as the top protected spending category at 46%, ahead of travel, fitness and home comforts.
Jolt National Sales Director Tim Debenham is quoted in the release saying cost-of-living pressure has made Australians selective rather than loyal, and that switching decisions for banks, energy and streaming happen alongside sticking with the same everyday brands. He argues that these decisions are made "on the street, not in front of the TV," a point clearly aimed at positioning Jolt's out-of-home and EV charging locations as relevant touchpoints for advertisers targeting switchers.
The announcement does not disclose the survey sample size, methodology beyond it being a survey of Jolt's own users, or margin of error, so buyers should treat the figures as self-reported audience data from a single network rather than independent market research. It also does not say how this data will be packaged for advertisers, whether through new ad products, targeting segments, or measurement tools on Jolt's screens. For operators and networks competing for out-of-home ad budgets in Australia, the release is notable mainly as an example of a DOOH company using first-party audience data to argue for its relevance in a fragmented, promotion-driven retail environment.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Jolt, an Australia digital out-of-home and electric vehicle charging network, has released first-party data insights, revealing that summer is switching season for Australian consumers, with 82% open to trying new brands or switching providers in the next six months and more than a quarter actively reassessing brands.
The 2026 Summer Spending Intentions data, collected via a survey of Jolt's urban users in June about planned financial habits, also revealed the rise of 'selective upgraders' — a new wave of customers who are willing to spend selectively on quality and experience, and have high switching intent, particularly around big-ticket purchases, according to a press release.
More than eight in 10 (85%) of Jolt's audience have switched at least one household provider in the past 12 months, and more than half (54%) have changed two or more.
The categories most likely to change hands are streaming (43%) and energy/utilities (41%), with nearly half planning to review or change their energy provider within six months, health insurance (25%), home and contents insurance (22%), mobile/internet (21%), car insurance (21 %) and banks/mortgages (17%).
Many respondents revealed they had already made the move, with Jolt users switching across 2.18 categories on average in the past year.
Jolt's data found that the new wave of customers are not retreating from spending over summer but have become more selective.
Almost half (46%) describe themselves as selective spenders - spending well in the categories that matter and keeping watch on the rest.
Quality groceries and food (46%) are the single thing they protect first, ahead of travel, fitness and home comforts.
"Cost-of-living hasn't made Australians loyal, it's made them selective. They'll keep the same everyday brands but switch their bank, energy and streaming providers in the same year. In fact, 36% of JOLT users switched providers three or more times in the past year, and moving between two-plus brands a year is now normal behavior for Jolt's audience. Summer is when those decisions get made, and they get made on the street, not in front of the TV," Jolt National Sales Director Tim Debenham said in the release.
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