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Australia - Mobile Communications - Smartphones, Tablets and Handset Market

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,


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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