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Smartphone and Tablets:Take-up and use in Australia
Communications report series 2011–12Supply and use of smartphones and        tablets in Australia
Changing communications                                                                                     landscape in A...
Smartphones and tablets as a                                             global industry•In 2011, Smartphone sales increas...
Major smartphone manufacturersIn Q3 2012:•Samsung shipped 56.3m smartphones; 31.3% market share (up 8.6%)•Apple shipped 26...
Global smartphone market share                                                                           by operating syst...
Android’s operating system dominance•Over 180 Android smartphones released since September 2008•Six Apple iOS iPhones rele...
Global tablet market share and shipments•24.7m tablets sold worldwide in Q3 2012•Apple sold over 14m tablets for a 57% mar...
Major providers of smartphones in                   Australia – Mobile network operators•Plans $60 - $100 p/month with 1GB...
Overview of tablets available in Australia•Apple iPad 3 (iOS) – 9.7 inch screen with 4G connectivity•Outright cost from $5...
Tablet ownership in Australia by manufacturer   Sony, 1%    Other, 9.50%Toshiba, 1%Motorola, 2% Acer, 3%      Samsung, 7% ...
WiFi hot spot usage increasing with                                       more smartphones and tablets•2.06m Australians u...
Increasing use of applications for                                                                                        ...
Take-up of smartphones and tablets•92% of Australian adults used a mobile phone at May 2012•49% of Australian adults (8.67...
Smartphone service arrangements•85% of consumers with smartphones are on post-paid plans•58% of consumers with non-smartph...
Online activities undertaken by                                                            smartphones and non-smartphones...
Barriers to mobile handset                                              internet usage•No need to use phone for internet: ...
Future – Threats to industryMarket challenges•Declining average revenue per user levels (ARPU)          - Optus ARPU down ...
Future – Opportunities: New services                                         and emerging technologyNew services for 2013 ...
Communications report series 2011–12
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ACMA Communications Report 2011-12 Series. Report 3 - Smartphones and tablets

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Report Three of the Communications Report Series 2011-12 looks at the take-up and use of smartphones and tablets.

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Transcript of " ACMA Communications Report 2011-12 Series. Report 3 - Smartphones and tablets"

  1. 1. Smartphone and Tablets:Take-up and use in Australia
  2. 2. Communications report series 2011–12Supply and use of smartphones and tablets in Australia
  3. 3. Changing communications landscape in Australia•22% increase in number of mobile internet subscribers to 22.1m in 2011–12•49% of the adult population have a smartphone; up from 25% in June 2011•9.2m went online via a mobile phone; 4.4m via a tablet (six months to May 2012) 90% 89% 87% 87% 88% 85% 82% Own or use a Percent of total population aged 14 years+ 80% 85% mobile phone 82% 83% 84% Have a home fixed-line telephone 14% 16% 12% Have a mobile 9% phone and no 6% 7% home fixed-line telephone Jun-07 Jun-08 Jun-09 Jun-10 Jun-11 Jun-12
  4. 4. Smartphones and tablets as a global industry•In 2011, Smartphone sales increased by 63%•Tablet sales increased by 274% starting from a low base•Estimated more than one billion smartphones worldwide•Global mobile network data traffic more than 700 Petabytes per month(Q1 2012) – 10 times the level in Q1 2009
  5. 5. Major smartphone manufacturersIn Q3 2012:•Samsung shipped 56.3m smartphones; 31.3% market share (up 8.6%)•Apple shipped 26.9m smartphones; 15.0% market share (up 1.2%)•RIM, ZTE and HTC all shipped over 7m smartphones for about 4%market share each•Other manufacturers shipped 74m smartphones; about 40% market share
  6. 6. Global smartphone market share by operating system 80 70 67 67 60 58 54 50 Per cent 40 36 37 28 30 30 23 20 20 17 10 6 5 4 5 2 1 3 3 0 0 US Australia EU Brazil Mexico Android iOS RIM Windows Symbian Other (inc Bada)Note: EU includes France, Germany, Great Britain, Italy and Spain.Data: 12 weeks to 30 September. Mexico: 12 weeks to 12 September .
  7. 7. Android’s operating system dominance•Over 180 Android smartphones released since September 2008•Six Apple iOS iPhones released since 2007 200 180 Number of Android smartphones 160 140 120 100 80 60 40 20 0 Android 1.0 Cupcake (1.5) Donut (1.6) Eclair (2.0-2.1) Froyo (2.2) Gingerbread (2.3) Ice Cream Sandwich (4.0) Jelly Bean (4.1-4.2)Note: Chart does not include all android smartphones released during the period. Chart does not include tablets. Multiple devicereleases in a month may be indicated by a single marker.
  8. 8. Global tablet market share and shipments•24.7m tablets sold worldwide in Q3 2012•Apple sold over 14m tablets for a 57% market share 16 100% 14 90% 14 80% 12 Shipments (millions of units) 11 65% 10 70% 10 57% Market share 60% 8 50% 41% 40% 6 5 29% 30% 4 20% 2 1 4% 10% <1 <1 2% 2% <1 0% 0 0% Apple iOS Android Microsoft Others Global tablet shipments (millions of units) Q3 11 Global tablet shipments (millions of units) Q3 12 Global tablet operating system market share % Q3 11 Global tablet operating system market share % Q3 12
  9. 9. Major providers of smartphones in Australia – Mobile network operators•Plans $60 - $100 p/month with 1GB to 3GB of data included(excess data charged at 10c/MB)•Exclusive deal with Nokia for Nokia 920 Lumia 4G •Plans $48 - $129 p/month with 200MB to 4GB of data included (excess data charged at 50c-25c/MB) •4G launch event with Samsung (Galaxy S3 promotion) •Plans $38 - $100 p/month with 200MB to 3GB of data included (excess data charged at 25c/MB) •Some cheaper plans and extra data offers
  10. 10. Overview of tablets available in Australia•Apple iPad 3 (iOS) – 9.7 inch screen with 4G connectivity•Outright cost from $539 – Plans from $45 per month•iPad mini (iOS) – 7.9 inch screen – WiFi only•Outright cost from $369•Google Nexus (Android) – 7 inch screen•No 3G/4G connectivity – WiFi/Bluetooth/USB•Outright cost $249•Samsung Galaxy Tab 2 (Android) – 8.9 inch screen•4G connectivity•Outright cost $840 – Plans from $48 per month•Microsoft Surface (Windows 8) – 10 inches•WiFi only•Outright cost from $679
  11. 11. Tablet ownership in Australia by manufacturer Sony, 1% Other, 9.50%Toshiba, 1%Motorola, 2% Acer, 3% Samsung, 7% Apple iPad, 77%
  12. 12. WiFi hot spot usage increasing with more smartphones and tablets•2.06m Australians used WiFi hot spots in June 2012•32 per cent increase in activity compared to June 2011•Persons aged between 18 and 44 account for 60 per cent of WiFi hot spot use 65+ 3% 55–64 years 14–17 years 7% 13% 45–54 years 15% 18–24 years 21% 35–44 years 18% 25–34 years 24%
  13. 13. Increasing use of applications for smartphones and tablets•Apple reported 25 billion app downloads in March 2012•Google reported 10 billion app downloads in December 2011 plus a billion moreeach month Number of smartphone users downloading mobile apps 5,000 4,500 4,454Number of persons aged 14 years and over (000s) 4,000 4,099 3,799 3,731 3,977 3,606 3,500 3,510 3,199 3,087 3,195 3,000 2,810 2,712 2,500 2,408 2,000 1,500 1,000 500 0
  14. 14. Take-up of smartphones and tablets•92% of Australian adults used a mobile phone at May 2012•49% of Australian adults (8.67 million) used a smartphone at May 2012•Smartphone usage: Lowest - 15 per cent for persons aged 65+ years Highest - 74 per cent for persons aged 18–34 years. Have a smartphone Use the internet via their mobile Have a 3G phone Use a mobile phone Access the internet via a tablet computer (e.g. iPad) 99 98 97 94% of persons aged 18 years and over 92 91 88 88 78 79 77 74 76 74 66 64 63 57 49 51 48 50 51 33 33 33 30 30 30 30 25 18 15 17 8 ALL 18–24 25–34 35–44 45–54 55–64 65+ Age range
  15. 15. Smartphone service arrangements•85% of consumers with smartphones are on post-paid plans•58% of consumers with non-smartphones 3G handsets on post-paid plans•Smartphone consumers moving to plans with higher data allowances in 2012•Providers looking to increase revenue through higher levels of data use Amount of data allowance on smartphone Less than 500MB 32% 22% 500MB to 999MB 13% 10% 1GB to less than 2GB 24% 31% 2GB to less than 3GB 9% Jun-11 12% Jun-12 3GB or more but not unlimited 6% 8% Unlimited - providers 1% 1% Unlimited - any content 2% 2% Dont know 13% 13% Per cent of smartphone users aged 14 years and over
  16. 16. Online activities undertaken by smartphones and non-smartphonesSmartphone internet users compared to other mobile internet users are:•4 x times more likely to have purchased goods online•3 x times more likely to have streamed or downloaded audio or video content•3 x times more likely to have paid bills online•2 x times more likely to have accessed social networking sites Browsing websites or search for information 90% 46% Accessed news, sport and weather updates 84% 40% Sent or received email 81% 31% Get directions, recommendations, or other information 76% related to your present location 32% Used a social networking site 71% 31% Streamed audio or video content 55% 19% Paid bills 38% 11% Smartphone users Downloaded audio or video content 33% Other mobile phone users 10% Purchased goods or services 33% 8% % of persons 18 years and over using the internet via their mobile phone handset
  17. 17. Barriers to mobile handset internet usage•No need to use phone for internet: 41% of smartphone users 61% of other mobile phone users•Easier to use computer for internet:29% of smartphone users 37% of other mobile phones users•Don’t know how to use internet on phone: 28% of phone users over 55 <17% of users under 55 Other reasons include: -Screen too small -Internet speed too slow -Poor mobile coverage -Internet use via mobile is too expensive
  18. 18. Future – Threats to industryMarket challenges•Declining average revenue per user levels (ARPU) - Optus ARPU down $2 to $45 in 2011–12 - VHA down 1 million customers since 2010 to 6.35 million• Over the top services (OTT) -Number of SMSs sent in US declined for first quarter ever (Q3 2012) -OTT services estimated to cost global telecommunications $479 billion in cumulative lost revenues by 2020 •VoIP (Services such as Skype) -616,000 Skype users in Australia (June 2012); up 133% since June 2011 -Skype to sell prepaid cards at 10,000 retail outlets by March 2013 •Non-SMS messaging (Facebook messenger and iMessages) -Use data connection; bypass mobile network usage cost -More than 50 million Facebook messenger Android app downloads
  19. 19. Future – Opportunities: New services and emerging technologyNew services for 2013 Infrastructure developments – LTE and 4G Mobile payments/Wallets Near-field communications Mobile cloud computing Smartphones and tablets as assistive technology
  20. 20. Communications report series 2011–12
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