Australia - Mobile Communications - Smartphones, Tablets and Handset Market

Synopsis

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.

Key developments:

Smartphone sales drop in response to market saturation; rapid growth in phablet sales impacts tablet market; smartwatch market expected to show strong growth further into 2018; smartphone penetration showing sustained growth; smartphone market developments, market share, handsets, tablets, recycling of phone materials;

Companies mentioned in this report:

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

Table of Contents

  • 1. Synopsis
  • 2. Market overview
  • 3. Wearable technology
  • 4. Smartphone data usage Statistics
  • 5. Smartphone, tablet and handset statistics
    • 5.1 Smartphone and other Device Ownership
    • 5.2 Smartphone and tablet Shipments
    • 5.3 Handset supplier market shares
    • 5.4 Tablet sales falling
  • 6. Market surveys
    • 6.1 Smartphone Usage - 2017
    • 6.2 Wearables and Smartphone Survey
    • 6.3 Australian teenager smartphone usage
    • 6.4 Mobile handset Usage Trends
    • 6.5 Smartphones lead to higher data spend
    • 6.6 Smartphone users are action buyers
    • 6.7 Android remains the favoured operating system
    • 6.8 Enterprise mobility market increasing in value
  • 7. 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 – Australian handset shipments (historic) – 2004 - 2009
  • Table 4 – Australian handset shipments – 2010 - 2016
  • Table 5 – Historic - Australian handset brand market share – major suppliers – 2008 - 2014
  • Table 6 – Estimated tablet users – 2010 - 2012; 2015 - 2016
  • Table 7 – Tablet market share by manufacturer – 2014 - 2015
  • Table 8 – Apps info and payment plan data – 2009 - 2014
  • Table 9 – Monthly phone spend on services – 2010 - 2014
  • Table 10 – Types of use on smartphones – 2012 - 2014
  • Table 11 – Smartphone and tablet use of services – 2014
  • Table 12 – Typical selected usage pattern of a smartphone user – 2011 - 2014
  • Table 13 – Estimated Australian platform market share – 2008 - 2016
  • Chart 1 – PC, desktop and Mobile Device Ownership - 2016

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Number of pages 12

Status Current

Last updated 1 Nov 2017
Update History

Analyst: Phil Harpur

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