It took a while for smartphones to take off in Australia, although now the market is well and truly full of them. Australians are keen users of smartphones, and browse much of their Internet through these devices. Although Australians are new to smartphone technology, with 80% of users still on their first smartphone and 32% having owned their phone for less than six months, the smartphone revolution looks set to get much bigger across Australia as a whole. By the end of 2012, more than 50% of Australian adults will be using a smartphone, making them one of the most important pieces of technology for consumers and business alike.
Australia has the second highest smartphone penetration in the world, behind only Singapore. 37% of Australians have smartphones, and tend to use them more than people in other countries. The average number of apps per smartphone in the UK and the US is 23, whereas Australians have an average of 25. In a recent survey, 71% of Australians said that they wouldn’t leave the house without their smartphone, and 65% said that if they were in a café, they would most likely be using their phone. Clearly then, smartphones have entered everyday life, and Australians are becoming increasing technology savvy.
Australians are now more comfortable and more able to work smartphones, and as the younger generation begins to grow up, smartphones will seem more and more intuitive. Companies are increasingly investing in smartphone advertising and applications, as smartphones begin to become the norm, rather than the exception. Smartphone technology is now being used in other countries to pay for goods via credit card apps, and with technology like this expanding to the Australian market, soon a large amount of business will be conducted at least in part through a smartphone.
In addition, Australians are increasingly using their phones to get and view content, rather than simply as a calling device. Indeed, Australians are now using their phones as an extension of their home computer. 31% of Australians watch video on their phone in a typical week, and 71% use their phone to browse the Internet. With increased competition in the market, mobile internet rates are declining, which means that browsing and surfing is now far cheaper than it was five years ago. There’s no excuse for an out of date phone now, and Australians are not only more tech-savvy, but are less tolerant of under-performing technology. The smartphone revolution may have just begun, but is clearly unstoppable.By Tracey L Christensen
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