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Mobile Communications - Smartphones, Tablets and Handset Market - Australia

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:

Tablet penetration approaches 60%; Australian police force adopts tablets on the beat; smartphone market developments, market share, handsets, tablets, recycling of phone materials, 4G/LTE availability, consumer use of smartphones and devices; includes 2013 surveys and market developments to June 2014.

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 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 sales thriving
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 increasing
6.6 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 Smartphone ownership by age group 2013
Table 2 Internet connections via mobile handsets 2009 - 2013
Table 3 Australian handset shipments (historic) 2004 - 2008
Table 4 Australian handset shipments 2009 - 2014
Table 5 Key recycling indicators Mobile Muster 2006 - 2013
Table 6 Australian handset brand market share major suppliers 2008 - 2013
Table 7 Australian 3G handset market (historic) by major operator 2008 - 2010
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 Typical selected usage pattern of a tablet user 2012 - 2013
Table 17 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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