B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • AI
  • NRL
  • Anthony Albanese
  • Thinkerbell
  • Channel 10
  • EssenceMediaCom
  • Spotlight on Sponsors
  • News Corp
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Report: 90% Of Aussies Set To Own A Smartphone (& What Advertisers Need To Do Next)
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Report: 90% Of Aussies Set To Own A Smartphone (& What Advertisers Need To Do Next)
MarketingTechnology

Report: 90% Of Aussies Set To Own A Smartphone (& What Advertisers Need To Do Next)

Staff Writers
Published on: 6th February 2018 at 10:33 AM
Staff Writers
Share
3 Min Read
SHARE

A new report has shown that Australians are one of the biggest adopters of smartphones on the planet and warns of both the threats and opportunities that that brings for both advertisers and marketers.

The report by consultancy firm Deloitte and titled 2018 Technology, Media and Telecommunications Predictions found 90 per cent of adult Australians will own a smartphone by the end of 2018; a good five years earlier than the rest of the planet.

However, it’s not all good news. Australians who worry about their smartphone use (presently at 41 per cent) is set to rise to 45 per cent this year, the report revealed.

Globally, Deloitte found that two-thirds of 18-24 year olds felt they used their devices too much.

The report also had a harbinger for advertisers and marketers, suggesting that Australia’s smartphone penetration meant that augmented reality (AR) would be the industry’s new must-have mechanism.

According to the report, over a billion smartphone users will create augmented reality content in 2018, and by 2020 AR will generate revenues of US$1 billion.

“For Australians 2018 will be about how smartphones are used,” says Kimberly Chang, Deloitte Australia’s technology, media and telecommunications leader.

“With invisible innovations such as Artificial intelligence (AI) chips likely to become standard across smartphones by 2023 and with better batteries and connectivity, we expect to see an increase in smartphone uses, including to interact with IoT (internet of everything) devices and completing work-flow activities such as expenses and time sheets.”

However, Chang added it was the marketers who could best identify the ways to best use AR who would most benefit.

“AR is going to be a real game changer for Australian enterprise, and the tipping point is upon us. We are talking a lot more than just Snapchat. AR has applications for many industries including construction, government, automotive, and media,” Chang told the marketing website CMO.

The problem, however, is that AR currently remains quite expensive and has no yet entered the mainstream.

Chang added: “Potentially, wearables will replace the smartphone in the future and once wearables come into play AR is really going to take off. Right now it’s a real battery drainer on a smart phone, so more advancement is needed there.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Deloitte, Smartphones
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

XXXX & Puma Unite To Gift Cameron Munster A Competitive Edge For The Remainder Of The State Of Origin Series
16/06/2025
Melinda Duffy Hired To Head Up oOh!media’s Specialist Product Sales & Partnerships Team
16/06/2025
Taste.com.au & Coles Team Up To Unveil ‘Taste Dinner Heroes’ To Aid Time-Poor Consumers With Weekly Menu
16/06/2025
Special Utilises Heavenly Twist To Extend ‘When You Know, You Know’ Brand Platform
16/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?