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Australia - Mobile Communications - Smartphones, Tablets and Handset Market


Attention: There is an updated edition available for this report.

As the smartphone sector in Australia continues to increase its market penetration, a change of mobile handset popularity has seen a shift towards the Android based-phone. Android's uptake has come at the expense of Apple iOS as the Android market produces many flavours and styles from a variety of manufacturers that covers a wide range of pricing points.

Smartphones and tablets are increasingly being used to access the internet and make use of the data access that can be used in the mobile and WiFi environments. With smartphone penetration expected to be around 75% by the end of 2013, the release of cheaper models and better 4G availability the market could move ahead even further, but the cost of mobile data may inhibit the full potential of the smartphone.

In this report BuddeComm provides statistics, trends in handsets and an overview of the market. The report also provides information on mobile recycling and developments in the industry, including the rise of smartphone penetration.

Key developments:

Smartphones, market share, handsets, tablets, recycling of phone materials, 4G/LTE availability, consumer use of smartphones and devices; includes 2013 surveys and market developments to November 2013.

Companies mentioned:

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


1. Synopsis
2. Market overview
2.1 Trends in mobile handset market
2.2 4G market increasing
2.3 Telstra's T-Hub 2 moving fixed-line customers to the future NBN
3. Predictions into 2014 and beyond
3.1 Smartphone data usage increasing
3.2 Tablets and e-readers
4. Smartphone, tablet and handset statistics
4.1 Shipments
4.2 Handset recycling
4.3 Handset supplier market shares
4.4 Smartphones and internet usage
4.5 Tablet uptake increasing
5. Analysis
5.1 Mobile vendors set to lose the proprietary battle
5.2 Mid-tier mobile phones to decline
6. Market surveys
6.1 Overview
6.2 Smartphones outgrow mobile market
6.3 Smartphones lead to higher data spend
6.4 Tablet usage
6.5 Smartphone users are action buyers
6.6 Tablet uptake and usage increases
6.7 Phone usage for no phone activities increasing
6.8 Android remains the favoured operating system
7. The future of the smartphone market
7.1 Hardware becomes a utility platform
7.2 Platform for innovation and industry transformation
7.3 Breaking into new markets
7.4 Who will dominate the WiFi market?
7.5 Conclusion
8. Related reports
Table 1 Internet connections via mobile handsets 2009 - 2013
Table 2 Australian handset shipments (historic) 2004 - 2008
Table 3 Australian handset shipments 2009 - 2014
Table 4 Key recycling indicators Mobile Muster 2006 - 2013
Table 5 Australian handset brand market share major suppliers 2008 - 2013
Table 6 Australian 3G handset market (historic) by major operator 2008 - 2010
Table 7 Use of advanced phone features % of mobile user accesses of rich media/smartphone features - 2013
Table 8 Estimated tablet users 2010 - 2012; 2015 - 2016
Table 9 Low-end, mid-tier and high-end mobile device markets percentage of units sold 2007; 2013.
Table 10 Apps info and payment plan data 2009 - 2013
Table 11 Monthly phone spend on services 2010 - 2013
Table 12 Types of use on smartphones 2012 - 2013
Table 13 Typical selected usage pattern of a tablet user 2012 - 2013
Table 14 Estimated Australian platform market share 2008 - 2013
Chart 1 Overview of Australian handset shipments 2009 - 2014
Chart 2 Overview of tonnes of mobile equipment collected versus public awareness 2006 - 2013

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