Australian Smartphone and Tablet Data

28 Impressive Facts about the Australian Mobile Market

The Australian Mobile Market

Australia is one of the most advanced smartphone markets in the world.  For a country with a comparatively small population, it may come as a surprise to many that we have the 9th highest number of smartphone subscriptions  in the world (19 million).  On a global scale, there are only 3 countries with a greater smartphone penetration than Australia’s 85%  (Sweden, Saudi Arabia and the UAE).   The Australian Mobile Market may not yet have the depth of content and integration seen in the U.S. or the sheer size of the South East Asian market, but the uptake of high end smartphone and tablet devices separates Australia out as one of the worlds most significant opportunities for brands and marketers.

We’ve trawled through all the latest research, studies and reports to unearth the following collection of facts about the Australian Mobile Market.  Here you’ll find information on Australian mobile usage and device penetration, how Australians use smartphones and tablets, the content and apps accessed, the mobile shopping habits of Australian consumers and the size and scope of the Australian Mobile Advertising market.

Internet Access

  • 70% of Australians go online with a mobile phone
  • 50% of Australians go online with a tablet
  • 68% of Australians access the internet using 3 or more devices
  • 23% of Australians access the internet using 5 or more devices

Source: ACMA Australian Digital Lives Report 2014

Device Ownership & Mobile Usage

  • 89% of Australians own a smartphone
  • 60% of Australians have access to a tablet
  • 34% of Australians do not have a landline
  • 61% of Australians would choose their mobile over their TV
  • 30% of Australians either own or plan to own a wearable device before the end of 2015
  • 51% of Australians are happy to receive offers on their mobiel device from brands they like
  • 73% of Australians have made a purchase on a tablet
  • 58% of Australians have made a purchase on a smartphone
  • 34% of Australians would like to use their phone as a credit card

Source: 2014 AIMIA Mobile Phone Lifestyle Index

Mobile and App Usage

  • 86% of Australians’ mobile time is spent on apps.
  • More than half of Australians’ digital screen is spent on mobile devices

Source: IAB / Nielsen Mobile Panel Pilot 2014

Facebook Mobile

  • 9 million Aussies access Facebook everyday with a mobile device
  • Aussies check their mobile on average 14 times a day
  • Over 50% of Aussies on Facebook watch videos on the platform daily
  • 65% of Facebook video views are on mobile
  • Over 70% of Facebook users between 25 – 44 use a second screen some, most or all of the time when watching television.

Source: Aussies on Facebook Fact Sheet

Mobile Shopping

  • 44% of Australians used their phone to search online for gift ideas last Christmas

Source: Nielsen Research Christmas 2014

  • 43% of Australian Click Frenzy traffic in 2014 came from smartphones and tables

Source: Click Frenzy data in BRW article

Mobile Advertising and Media

  • Advertising delivers 42% ad recall on Tablets
  • Advertising delivers 38% ad recall on Smartphones

Source:  2014 Telstra Smartphone Index

  • Spend on Mobile Advertising in Australia is now greater than both Magazine and Outdoor marketing

Source: IAB Online Ad Expenditure and CEASA Reports

  • 66% of Australian Marketers use programmatic for mobile advertising
  • Australian media buyers expect to use mobile video in 43% of their mobile campaigns in 2015
  • 70% of media buyers expect to use of in app advertising in 2015

Source: IAB Australia and Hoop Research

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