Australia - Mobile Communications - Smartphones, Tablets and Handset Market

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

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, 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 tablets are routinely used to access the internet, and are becoming a dominant internet access among the younger demographic. In addition, these devices are beginning to dominated overall e-commerce, accounting for about a third of e-commerce transactions. This proportion will increase into 2016 in line with the availability of devices with larger screens, more mobile-friendly websites and easier payment systems. In sum, these devices account for a growing proportion of mobile data accessed and of business and commerce related transactions. Smartphone penetration approached 85% by mid-2015, while surveys have shown that about 60% of respondents have a tablet. These overall figures will increase steadily into 2016 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, while Vodafone already provides about 96% metro population coverage.

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:

Telstra enters the wearables market, offering a range of devices; rapid growth in phablet sales impacts tablet market; smartwatch market expected to show strong growth further into 2015; enterprise mobility market increasing in value; tablet penetration approaches 50%; smartphone penetration showing sustained growth; 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 in this report include:

Apple, Nokia, BlackBerry, HTC, Google, 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 reaching a plateau
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 lead to higher data spend
6.3 Smartphone users are action buyers
6.4 Tablet usage strong but sales decline
6.5 Android remains the favoured operating system
6.6 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 Wi-Fi market?
7.5 Conclusion
8. Wearable technology
9. 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 - 2015
Table 6 Key recycling indicators Mobile Muster 2006 - 2013
Table 7 Australian handset brand market share major suppliers 2008 - 2013
Table 8 Use of advanced phone features % of mobile user accesses of rich media/smartphone features - 2013
Table 10 Estimated tablet users 2010 - 2012; 2015 - 2016
Table 11 Low-end, mid-tier and high-end mobile device markets percentage of units sold 2007; 2013.
Table 12 Apps info and payment plan data 2009 - 2013
Table 13 Monthly phone spend on services 2010 - 2013
Table 14 Types of use on smartphones 2012 - 2013
Table 15 Smartphone app use by age group 2013
Table 16 Smartphone and tablet use of services 2014
Table 17 Typical selected usage pattern of a tablet user 2012 - 2013
Table 18 Estimated Australian platform market share 2008 - 2015

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