Australians Ditch Technology During the Melbourne Cup
Published on: 7th Nov 2012
Note -- this news article is more than a year old.
Was it the race the stopped the nation Maybe, but it was definitely the race that stopped email, phone calls and even YouTube.
Analysis of customer usage on phones and computers has revealed that when yesterday's Melbourne Cup started mobile phone calls on Australia's Telstra network dropped by a third, email traffic dropped by 33 percent and data usage dropped by 18 percent. Australians even pulled away from watching videos on YouTube with 20 percent fewer Telstra customers heading to the video sharing site.
Mike Wright, Telstra's Executive Director of Networks and Access Technology, said that customers around the country turned off technology and diverted their attention to the race.
"Looking at the behaviour of our customers we think we can say with confidence that if the Melbourne Cup isn't the race that stops the nation, then it certainly goes close to stopping us using technology," Mr Wright said.
"We saw significant decreases in all forms of traffic over our networks as soon as 3pm came and the horses entered the starting gates. It seems that almost as soon as Green Moon past the post and correct weight was called people started either gloating or commiserating with their friends and then gradually returning to work as normal. This was most stark with SMS traffic dropping by approximately a third at 3:06 as the race was being run, then surging by about 75 percent above the daily average at 3:10 when the race finished.
On a state by state basis it was Western Australia winning in a canter for the most dramatic drop off, with 42 percent less calls made while the race was on. Northern Territory came in second with a 37 percent decrease and South Australia rounding out the placings with a 34 percent drop.