A summary of Australian mobile Internet and smartphone penetration along with some statistics comparing Google's Android with Apple's iOS.

1. Global & Australian Smartphone and
Apple iOS statistics in June 2011
image courtesy of Chris JL from flickr.com

2. Mobile Internet in Australia is experiencing rapid
growth
2010
2010 = 2011
Mobile internet usage has almost doubled in the past year,
with Australians turning to their phones to access the internet
even when a computer may be available.
One third of Australians check emails on their handsets and
more than 70 per cent access mobile entertainment and
information services.
source: Sensis® e-business Report September 2010
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3. Smartphone and mobile Internet usage is high
with amongst the < 30 yrs age group
67%
14-17 Yrs 90%
66%
18-19 Yrs 100%
60%
20-29 Yrs 97%
50%
30-39 Yrs 98%
41%
40-49 Yrs 96%
24%
50-64 Yrs 98%
7%
65+ Yrs 63%
Have mobile and used to access the Internet Have mobile phone
Australian smartphone Almost half of mobile phone Over 60% of 18-29 year olds
shipments rose by 67% (year on users in Australia have Internet are using mobile internet,
year) in the third quarter of 2010. enabled phones and about 26% while half of Australians in their
Over 60% of new mobiles are access the Internet from their 30s are using mobile web.
now smartphones. mobile phone each day.
source: Sensis® e-business Report September 2010
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4. Australians use mobile Internet for a broad
range of activities
The most popular activities Australians are undertaking
specifically using mobile Internet are:
1. looking for maps and directions (67%)
2. looking for weather information (64%)
3. browsing new sites (59%)
4. looking for products and services (56%)
5. using a social network site (56%)
6. checking sports results (46%)
7. looking for suppliers (45%)
8. downloading a mobile app (42%)
9. using a satellite navigation (40%)
10. downloading video content (35%)
source: Sensis® e-business Report September 2010
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5. In the US, Apple’s iOS still enjoys a healthy lead
to Google’s Android
iPad, iPhone, iPod
Phones, Tablets
Touch
37.9m 23.8m
people people
reached reached
source: comScore via WSJ.com April 2011
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6. Australia has one of the highest penetration of
Apple iOS in the world
Top 5 countries with highest
Apple iOS (iPhone, iPod Touch,
iPad) market penetration:
1. Singapore
2. Australia
3. United Kingdom
4. Switzerland
5. United States of America
source: AdMob & nelso.com, June 2010
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7. Apple is number 1 as three in five new mobiles
are now smartphones
Australian smartphone market share
as at September 2010:
1. Apple’s iOS (36.5%)
2. Nokia’s Symbian (30.5%)
3. Google’s Android (21.6%)
Market observations since
September show that Android
continues to aggressively capture
market share whilst in February,
Nokia announced that it would
migrate away from Symbian to
Windows Phone 7.
source: IDC, December 2010
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