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Australia - Mobile Communications - Smartphones, Tablets and Handset Market


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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.

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.


1. Synopsis
2. Market overview
3. Wearable technology
4. Smartphone data usage Statistics
5. Smartphone, tablet and handset statistics
5.1 Smartphone and tablet Shipments
5.2 Handset supplier market shares
5.3 Tablet sales falling
5.4 Wearables and Smartwatch market
6. Market surveys
6.1 Smartphone Usage - 2017
6.2 Australian teenager smartphone usage
6.3 Mobile handset Usage Trends
6.4 Smartphones lead to higher data spend
6.5 Smartphone users are action buyers
6.6 Android remains the favoured operating system
6.7 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

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