Australia - Mobile Communications - Smartphones, Tablets and Handset Market


Smartphones in Australia dominate the mobile device market, accounting for the vast majority of sales. However, the market is subject to seasonal changes, and given that most users are on contracts sales of new devices are also determined by the timing of contract renewals. There has also been a change in the popularity of certain handsets, with a marked shift towards Android based-phones at the expense of Apple, though the latter brand commands a core of devotees which guarantee sales as well as interest in new devices such as the iWatch. The Android platform is buttressed by the large number of manufacturers and styles available, which provides for a wide range of pricing points.

Smartphones, and to a lesser extent tablets, have become central as a means of accessing the internet, particularly among the younger demographic. In addition, these devices are beginning to dominate overall e-commerce, accounting for about a third of e-commerce transactions. This proportion will increase further into 2018 in line with the wider availability of devices with larger screens, more mobile-friendly websites and easier payment systems. These devices account for a growing proportion of mobile data accessed and of business and commerce related transactions.

This report provides statistics and an analysis of trends in the Australian handset market. It also details mobile device recycling, as well as industry developments.

This report provides statistics and an analysis of trends in the Australian handset market.

Key developments:

Smartphone sales drop in response to market saturation; smartphone penetration showing sustained growth; smartphone market developments, market share, handsets, tablets,

Companies mentioned in this report:

Apple, Nokia, BlackBerry, HTC, Google, Ericsson, Sony, Samsung, Vodafone, 3, VHA, Optus, Telstra, Motorola,

Table of Contents

  • 1. Synopsis
  • 2. Smartphone, tablet and handsets
    • 2.1 Smartphone adoption trends
    • 2.2 Smartphone data usage Statistics
    • 2.3 Smartphone Usage Statistics
    • 2.4 Smartphone and tablet Shipments
    • 2.5 Handset supplier market shares
    • 2.6 Tablets
    • 2.7 Wearables and Smartwatches
      • 2.7.1 Market Trends
      • 2.7.2 Statistics
  • 3. Related reports
  • Table 1 – Proportion of people using smartphones for internet access – 2012 - 2017
  • Table 2 – Internet connections via mobile handsets – 2011 - 2017
  • Table 3 - Use of mobile phones and ownership of smartphones – 2013 - 2017
  • Table 4 - Percentage of Australians mobile-only / no fixed-line telephone at home 2013 - 2017
  • Table 5 – Estimated Australian platform market share – 2008 - 2016
  • Table 6 – Australian handset shipments (historic) – 2004 - 2009
  • Table 7 – Australian handset shipments – 2010 - 2016
  • Table 8 – Australian handset platform market share – 2018
  • Table 9 – Historic - Australian handset brand market share – major suppliers – 2008 - 2014
  • Table 10 – Estimated tablet users – 2010 - 2012; 2015 - 2016
  • Table 11 – Tablet market share by manufacturer – 2014 - 2015
  • Chart 1 – PC, desktop and Mobile Device Ownership - 2016

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Number of pages 14

Status Current

Last updated 8 May 2018
Update History

Analyst: Phil Harpur

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