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Australia - Mobile Communications - Smartphones, Tablets and Handset Market


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Australia - Mobile Communications - Smartphones, Tablets and Handset Market

Smartphone use in Australia continues to grow among consumers. 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 iOS. This has largely resulted from the greater number of manufacturers and styles for the Android platform, thus providing a wide range of pricing points.

Smartphones and tablets are increasingly being used to access the internet. These devices account for a growing proportion of data accessed via the mobile and WiFi environments. Smartphone penetration reached about 90% by mid-2014, while surveys have shown that about 60% of respondents have a tablet. These figures will increase steadily into 2015 as a greater number of competitively priced units hit the market, and as the reach of LTE networks widen: by the end of 2016, both Optus and Telstra are expected to provide 98% population coverage with LTE.

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:

Smartwatch market expected to show strong growth in 2015; enterprise mobility market increasing in value; tablet penetration approaches 50%; smartphone penetration reaches 76%; Australian police force adopts tablets on the beat; smartphone market developments, market share, handsets, tablets, recycling of phone materials, 4G/LTE network expansion, consumer use of smartphones and devices; report includes 2014 and 2015 surveys, recent market developments.

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 continues to grow
2.3 Telstra's T-Hub 2 moving fixed-line customers to the future NBN
3. Predictions into 2015 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 sales thriving
4.6 Smartwatch market
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 Smartphone users are action buyers
6.5 Tablet usage strong but sales decline
6.6 Android remains the favoured operating system
6.7 Enterprise mobility market increasing in value
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 Smartphone market share by carrier 2013 - 2014
Table 2 Smartphone ownership by age group 2013
Table 3 Internet connections via mobile handsets 2011 - 2014
Table 4 Australian handset shipments (historic) 2004 - 2008
Table 5 Australian handset shipments 2009 - 2014
Table 6 Key recycling indicators Mobile Muster 2006 - 2013
Table 7 Australian handset brand market share major suppliers 2008 - 2013
Table 8 Australian 3G handset market (historic) by major operator 2008 - 2010
Table 9 Use of advanced phone features % of mobile user accesses of rich media/smartphone features - 2013
Table 11 Estimated tablet users 2010 - 2012; 2015 - 2016
Table 12 Low-end, mid-tier and high-end mobile device markets percentage of units sold 2007; 2013.
Table 13 Apps info and payment plan data 2009 - 2013
Table 14 Monthly phone spend on services 2010 - 2013
Table 15 Types of use on smartphones 2012 - 2013
Table 16 Smartphone app use by age group 2013
Table 17 Typical selected usage pattern of a tablet user 2012 - 2013
Table 18 Estimated Australian platform market share 2008 - 2014
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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