Australian Smartphone and Tablet Data

Australian women prefer iPads, while men lead shift to Android.

Local research firms agree that the iPad will soon lose its dominance in Australia, to be overtaken by Android tablets in the next 18 – 24 months.

According to an article in the Australian Financial Review, Forrester Research has found that although nearly 60% of Australian tablet users currently choose the Apple iPad, Android tablets now make up 32% of the market.  Market share for devices running the Android operating system is set to grow.

According to both Forrester and Telsyte, Apple is predicted to lose its stranglehold on the Australian tablet market by 2015.   Both reports rely on data compiled in early and mid 2013, suggesting significant changes to market share may have already taken place.  Tim Sheedy from Forrester research cited the lower price points and broader range of features, functionalities and sizes as the key factor driving greater adoption of Android devices.

The recently released Forrester report had a focus on the gender and demographics of tablet users.  Some of the other data from the report included:

  • 59% of Australian online tablet users use iPads
  • 72% of female Australian online tablet users use iPads
  • 20% of female Australian online tablet users use Android tablets
  • 8% of female Australian online tablet users use other platforms
  • 46% of male Australian online tablet users use iPads
  • 44% male Australian online tablet users use Android tablets

For more information about the Forrester report, view the full article on the AFR.   The report itself is from a 5 part series titled Understanding the Australian mobile customer, which can be purchased from Forrester.   Last September’s media release from Telsyte about the Australian tablet market can be found on the Telsyte web page.

 

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