Half of Australians delaying replacing broken tech as cost-of-living bites and EOFY becomes critical upgrade moment

New Optus consumer research reveals Australians are actively saving, delaying purchases and cutting subscriptions, as EOFY moves from a pure sales-led event to a key financial strategy.

• 37% of Australians have delayed major purchases specifically to take advantage of EOFY discounts, and 49% say that they will shop more strategically this year vs in 2025
• More than half of Australians (53%) say they’ll be focusing on essential products and services during EOFY sales, while nearly one in five (20%) are cancelling subscriptions to free up cash ahead of purchases
• Over half (50%) have delayed replacing a broken phone, laptop or tablet in the past 12 months
• ‘Decision paralysis’ twice as likely for those using AI to shop

4th June 2026: Australians are holding onto broken devices and cutting back on everyday spending as cost-of-living pressures reshape how – and when – they upgrade essential tech, new research from Optus reveals.

With more than four in ten Australians (44%) stating they feel worse off financially than this time last year, nearly half (49%) plan to shop more intentionally this EOFY, reflecting a shift towards more considered purchasing during one of the country’s biggest retail periods.

Australians cutting back to free up cash for EOFY

Despite Black Friday being tipped as a top sales period, 30% of Australians consider EOFY the period with the ‘best discounts’. They plan accordingly, with 27% saving in the lead-up and 20% cancelling subscriptions to free up cash.

Optus Consumer Expert, Jane McNamara said EOFY has become a key period for Australians to reassess how they stay connected.

“What we’re seeing is a real behavioural shift. EOFY is no longer about impulse spending. It’s become a planned moment where Australians finally upgrade the devices and services they rely on every day.

“People are holding onto broken or outdated tech for longer, making trade-offs in other areas, and using this window to upgrade the things they rely on every day.”

EOFY used as a moment to upgrade broken tech

The research found that over half of Australians (50%) have delayed replacing a broken phone, laptop or tablet in the past 12 months, with technology a key factor in EOFY shopping decisions.

One in five Australians (20%) are planning tech purchases during the sales period, and smartphones, laptops and connected devices are among the most considered categories.

Big-ticket tech purchases continue to be a consistent driver across generations, with Gen Z, Millennials and Boomers all citing this as a key motivator to shop the EOFY sales. Tech is also front of mind more broadly, with 20% of Australians considering it among the categories they plan to purchase this EOFY.

McNamara added: “What’s interesting this EOFY is the intent behind tech purchases - we’re seeing shoppers move beyond impulse buys and instead focus on planned, high-value items that will last. Australians are taking a more considered approach, using the sales window to invest in devices that support work, study and everyday life, rather than simply chasing discounts.”

Research and comparison front of mind for EOFY shoppers

The data suggests EOFY shopping is becoming increasingly multi-channel, with Australians moving between online, in-store and digital tools to validate purchases rather than relying on a single path. 34% compare in-store across different retailers EOFY deals, while a higher 42% compare multiple retailer websites before purchasing.

Australians are also turning to AI to navigate EOFY deals: more than a third (37%) of shoppers have used AI tools to help navigate the sales - most commonly to compare prices (42%), evaluate product specifications (40%) and get advice on unfamiliar brands (42%).

However, AI is not necessarily making decisions easier. Those who use AI to shop are more than twice as likely to experience decision paralysis during EOFY sales (35% vs. 16%), highlighting the trade-off between more information and greater overwhelm. At the same time, Australians are not yet ready to hand over control - just 17% of AI users, or 6% of Australians overall, trust AI enough to make purchases on their behalf via AI agents- highlighting ongoing caution when it comes to trust and control in digital shopping environments.

McNamara added: “Australians are doing more research than ever - comparing prices, checking reviews and using new tools - but more choice doesn’t always mean more confidence. EOFY is becoming as much about cutting through the noise as finding the best deal.

“As shoppers navigate more complex and digital-heavy sales environments, simple steps like sticking to trusted retailers, verifying deals across multiple sources, and avoiding unsolicited links or messages can go a long way in protecting against scams, while still helping Australians secure great value.”

ENDS

* Optus 2026 EOFY deals

DEVICE AND TABLET DEALS

(note: all deals below are applicable only with an Optus device payment plan and active SIM)

• Get iPhone Air 256GB for just $998
• Get $600 off the Samsung Galaxy S26 Ultra
• Save $800 on the Google Pixel 10 Pro XL and Google Pixel 10 Pro Fold
• Get Intro offers on selected Motorola devices, including 50% off the Motorola Edge 70 and Motorola Signature.
• Save $500 on the Samsung Galaxy Tab S11 Ultra
• Save $200 on Apple iPad (A16)
• Save $200 on the Samsung Galaxy Tab A11+ (128GB)

HOME INTERNET DEALS

• Get fast nbn from $79/month for 12 months, then $99/month or as notified
• Get 5G internet from $49/month for 12 months

ACCESSORIES

• Save 40% on selected ZAGG Essential Bundles across a range of Apple and Samsung devices – perfect for upgrading your setup for less.

BUSINESS DEALS

• Business Essential Plus SIM Plan from $40/month for 12 months for new services (then, $65/month thereafter), with 150GB and international calls to 80+ destinations, supporting small business growth this EOFY.
• Business-grade nbn for $89/month for 12 months (then $109/month thereafter), offering fast upload and download speeds plus priority fault restoration helping businesses stay connected while managing costs.
  

All deals available until 5 July 2026.

Media contact:
Charlie Marchant
0488 334 423
charliem@societymarcom.com

The research is based on a 10-minute, device-agnostic online survey conducted via Qualtrics between 13 May and 19 May 2026. The study surveyed a nationally representative sample of 1,506 Australians, with results weighted to reflect the population by age, gender, state and territory, as well as metro and regional location.