Apple Continues To Grow Share Of Oz Smartphone Market

Apple Continues To Grow Share Of Oz Smartphone Market
SHARE
THIS



New research by Deloitte has revealed that Apple smartphone ownership has seen a slight increase locally over the last 12 months, and has also raised questions about whether or not Nokia, HTC and Sony will survive in the Aussie market.

According to the Australian edition of Deloitte’s Mobile Consumer Survey 2016, ownership of Apple smartphones has grown from 41 per cent to 43 per cent since the 2015 survey, while Samsung’s market share has increased from 32 per cent to 33 per cent.

The report noted that Samsung has had greater success with over-55 consumer age bracket in Australia than Apple over the last 12 months.

“With this age bracket being most affected by the 2G transition, we could see a rise in Samsung market share as a result,” the report said.

“However, recent issues with the batteries in the Galaxy Note 7 may provide a glimmer of hope for other device manufacturers.

Meanwhile, Nokia has lost ground in terms of market share, down from 6 per cent to 4 per cent, while HTC’s market share has remained steady at 5 per cent, and Sony’s share has declined slightly from 4 per cent to 3 per cent.

Together, the three brands make up just 12 per cent of overall smartphone ownership locally, “raising questions as to whether or not they will persist in such a competitive and relatively small market”, the report said.

According to the survey, mobile phone ownership climbed again this year from 79 per cent to 84 per cent of Australians, ahead of the global average of 81 per cent.

Aussies aged between 18 and 24 have the highest level of ownership, with 94 per cent having access to at least one smartphone.

However, Deloitte expects smartphone ownership levels to begin to plateau here in Australia in 2017, after a portion of the remaining 17 per cent of Aussies who still use a feature phone look to upgrade to a smartphone when the old 2G networks are retired in the coming months.

The survey also found that Aussies are collectively interacting with their smartphones 480 million times a day – a 9 per cent increase compared to last year’s survey.

Furthermore, 30 per cent of all users admit to using their phones in the middle of the night. When looking at 18 to 24-year-olds specifically, that figure escalates to 45 per cent.

Aussies have also continued to exhibit behaviours where making a traditional voice call is seen as the communication exception rather than the norm, according to the report, with over a quarter of all mobile consumers not using their phone to make a traditional voice phone call in a given week.

“However, while traditional voice calling might be declining relative to other methods of communicating, mobile consumers are in fact communicating more than ever only through different ways, increasingly using text messaging, email, social media, instant messaging, VOIP and video as data-enabled communications,” Deloitte’s technology, media and communications partner (and co-author of the report), Jeremy Drumm, said.

“Text messaging is Australia’s preferred way of communicating (88 per cent), with instant messaging and communicating through social networks jumping in use year-on-year. There has also been a marked increase over the last two years in the proportion of people using non-voice-oriented communications mediums.

Drumm added that Aussies are also increasingly adopting innovations that enable the “connected self”.

“For example, Snap Inc. has released sunglasses that allow users to record 10-second bursts of video footage. This content can then be transferred to the ‘Memories’ section of SnapChat and broadcast to the user’s followers, while Facebook now offers live video feeds and notification for broadcasting,” he said.

“These innovations are unpinning mobile consumers demand for creating video content and sharing it with the world, or at least their close friends.”

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]