1. Market Research
  2. > Telecom
  3. > Mobile Services Market Trends

Australia - Mobile Communications - Smartphones, Tablets and Handset Market

  • January 2017
  • 18 pages
  • Paul Budde Communication Pty Ltd
Report ID: 1658368

Summary

Table of Contents

Search Inside

Smartphones in Australia dominate the mobile device market, accounting for the vast majority of sales. However, the market is subject to seasonal changes, and given that most users are on contracts sales of new devices are also determined by the timing of contract renewals. 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, though the latter brand commands a core of devotees which guarantee sales as well as interest in new devices such as the iWatch. The Android platform is buttressed by the large number of manufacturers and styles available, which provides for a wide range of pricing points.

Smartphones, and to a lesser extent tablets, have become central as a means of accessing the internet, particularly among the younger demographic. In addition, these devices are beginning to dominate overall e-commerce, accounting for about a third of e-commerce transactions. This proportion will increase further into 2016 and into 2017 in line with the wider availability of devices with larger screens, more mobile-friendly websites and easier payment systems. In sum, these devices account for a growing proportion of mobile data accessed and of business and commerce related transactions. Smartphone penetration approached 89% by early 2016, and though surveys have shown that about 60% of respondents have a tablet the tablet market has taken a hit since 2015, with a revival in sales largely dependent on consumer interest in the new breed of 2-in-1 devices which provide some of the functionality and memory capacity of notebooks. Overall sales of smartphones fell in the first quarter of 2016, though sales should pick up later in the year and into 2017 as the reach of LTE networks widens: by the end of 2016, both Optus and Telstra are expected to provide 98% population coverage with LTE, while Vodafone already provides about 96% metro population coverage.

Slowdown continues in Australian mobile phone handset market: The market has reached its saturation point and shipments are driven more and more by refresh cycles rather than first-time purchases. There is also growing competition from a range of new smartphone vendors that are challenging the dominant position of Apple and Samsung.

Telstra is losing market share among the 14-17 year segment to mobile virtual network operators, rather than its network operator rivals.

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:

Smartphone sales drop in response to market saturation; Telstra enters the wearables market, offering a range of devices; rapid growth in phablet sales impacts tablet market; smartwatch market expected to show strong growth further into 2016; enterprise mobility market increasing in value; tablet penetration approaches 50%; smartphone penetration showing sustained growth; Australian police force adopts tablets on the beat; smartphone market developments, market share, handsets, tablets, recycling of phone materials, 4G/LTE network expansion, consumer use of smartphones and devices; report includes surveys into 2016, recent market developments.

Companies mentioned in this report:

Apple, Nokia, BlackBerry, HTC, Google, Ericsson, Sony, Samsung, Vodafone, 3, VHA, Optus, Telstra, Mobile Muster, Motorola.

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 60 Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

Veronica helps you find the right report:

Testimonials

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at
Ikea

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at
Ingredion

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

Purchase Reports From Reputable Market Research Publishers

Consumer smartphone analytics 2016: applications and services

  • $ 4999
  • Industry report
  • April 2017
  • by Analysys Mason

"Operators should design mobile plans that encourage user engagement and data generation." A deeper understanding of how users engage with their smartphones can help telecoms operators, vendors and software ...

Consumer smartphone analytics: device capabilities and usage

  • $ 4999
  • Industry report
  • May 2017
  • by Analysys Mason

"Smartphone quality matters greatly to operators: higher-end smartphones generate an average of around 50% more data traffic." A deeper understanding of how users engage with their smartphones can help ...

Consumer smartphone analytics: mobile video

  • $ 4999
  • Industry report
  • July 2017
  • by Analysys Mason

"Video content has become all-pervasive in mobile apps and Millennials are driving video traffic towards cellular networks." A deeper understanding of how users engage with their smartphones can help telecoms ...


ref:plp2017

Reportlinker.com © Copyright 2017. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.