Apple’s dominance of the mobile phone and tablet market has officially taken hold in Australia, with two new surveys highlighting just how tough it’s been for any organisation operating in the shadow of the tech giant.
Apple has taken out the top position in mobile phone brands in Australia, capturing nearly a third of the market, and knocking off Nokia, according to analyst firm IDC. Apple iPhone shipments jumped by 13 per cent in the first quarter of the year, despite a 5 per cent year-on-year decline in the overall market.
IDC says 79 per cent of new mobiles shipped are now smartphones, hitting Nokia hard, with Symbian dropping 9.5 per cent market share when compared with the same quarter in 2010. Apple now holds close to 40 per cent market share of the smartphone market, up almost 10 per cent, with nearest competitor Android holding nearly 30 per cent.
Android at least has a chance at catching Apple on a devices shipped basis, with a number of new Android phones headed for our shores later this year. But Apple’s dominance remains pronounced when it comes to digital traffic generated by mobile devices.
Digital measurement firm comScore recently started reporting data showing device activity by connection type and device category. And the results for Australia compared with the rest of the world are interesting.
Share of Non-Computer Device Traffic for Selected Countries May 2011 Multi-Country Report for Selected Countries Source: comScore Device Essentials
Tablets
Mobile Phones
Other Devices
iPad
Android
Other Tablet
iPhone
Android
Other Smart- phone
Feature Phone
iPod Touch
Other
Canada
33.5%
0.4%
1.3%
34.6%
8.2%
3.6%
1.5%
14.9%
2.0%
Brazil
31.8%
1.6%
0.0%
21.0%
11.7%
11.3%
17.3%
4.1%
1.1%
Germany
29.4%
0.9%
0.0%
35.1%
16.2%
4.6%
2.8%
8.3%
2.5%
Spain
27.4%
0.8%
0.0%
34.2%
22.1%
7.2%
2.7%
3.6%
1.9%
France
26.9%
0.6%
0.0%
34.3%
17.1%
5.7%
5.5%
3.9%
6.0%
Singapore
26.2%
1.4%
0.1%
51.9%
10.0%
3.9%
1.5%
4.8%
0.2%
Australia
25.9%
0.5%
0.0%
50.0%
10.5%
3.8%
1.8%
7.1%
0.4%
U.S.
21.8%
0.6%
0.1%
23.5%
35.6%
6.7%
2.4%
7.8%
1.5%
U.K.
21.3%
0.3%
0.0%
29.9%
15.1%
15.0%
8.2%
8.7%
1.5%
Chile
12.9%
0.6%
0.0%
45.2%
13.9%
11.6%
9.1%
6.0%
0.7%
Argentina
12.4%
0.4%
0.0%
12.5%
23.2%
16.8%
27.5%
6.7%
0.5%
Japan
11.3%
0.0%
0.0%
49.5%
30.6%
0.2%
2.6%
4.7%
1.1%
India
4.0%
0.5%
0.0%
2.8%
6.0%
14.1%
71.9%
0.6%
0.0%
Apple’s iPad is currently contributing a whopping 25.9 per cent to total non-computer device traffic in Australia, compared with just 0.5 per cent for Android devices. This puts Australia ahead of both the US and the UK for the share of traffic generated by iPads. The iPad is currently the dominant tablet device across all geographies, contributing more than 89 per cent of tablet traffic across all markets.
Consumption of data is also dominated by iPhone users in the phone market, with the device consuming half of the country’s mobile internet traffic, with Android a distant second at 10.5 per cent. Australians are also among the world’s top users of iPods for accessing data, with 7.1 per cent of non-computer device traffic coming from the iPod Touch.
In the US the Android platform actually outperforms Apple in the smartphone space, with 35.6 per cent vs. 23.5 per cent. Android is yet to capture any real share in Australia, but that could soon change.
IDC is predicting Android devices will see price cuts to lure Christmas shoppers, enabling them to better compete with the upcoming iPhone5. We’re already seeing a growing glut of Android tablets in Australia, but it’s the more widely used smartphone device that has the best chance of shifting Apple’s overall share.
IDC says Android remains on track to become the most popular smartphone operating system in Australia this year, but with more Windows Phones on the way, and Apple fans holding out for the iPhone 5, market share is there for the taking.
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Apple's great Australian bite
Apple’s dominance of the mobile phone and tablet market has officially taken hold in Australia, with two new surveys highlighting just how tough it’s been for any organisation operating in the shadow of the tech giant.
Apple has taken out the top position in mobile phone brands in Australia, capturing nearly a third of the market, and knocking off Nokia, according to analyst firm IDC. Apple iPhone shipments jumped by 13 per cent in the first quarter of the year, despite a 5 per cent year-on-year decline in the overall market.
IDC says 79 per cent of new mobiles shipped are now smartphones, hitting Nokia hard, with Symbian dropping 9.5 per cent market share when compared with the same quarter in 2010. Apple now holds close to 40 per cent market share of the smartphone market, up almost 10 per cent, with nearest competitor Android holding nearly 30 per cent.
Android at least has a chance at catching Apple on a devices shipped basis, with a number of new Android phones headed for our shores later this year. But Apple’s dominance remains pronounced when it comes to digital traffic generated by mobile devices.
Digital measurement firm comScore recently started reporting data showing device activity by connection type and device category. And the results for Australia compared with the rest of the world are interesting.
May 2011
Multi-Country Report for Selected Countries
Source: comScore Device Essentials
Apple’s iPad is currently contributing a whopping 25.9 per cent to total non-computer device traffic in Australia, compared with just 0.5 per cent for Android devices. This puts Australia ahead of both the US and the UK for the share of traffic generated by iPads. The iPad is currently the dominant tablet device across all geographies, contributing more than 89 per cent of tablet traffic across all markets.
Consumption of data is also dominated by iPhone users in the phone market, with the device consuming half of the country’s mobile internet traffic, with Android a distant second at 10.5 per cent. Australians are also among the world’s top users of iPods for accessing data, with 7.1 per cent of non-computer device traffic coming from the iPod Touch.
In the US the Android platform actually outperforms Apple in the smartphone space, with 35.6 per cent vs. 23.5 per cent. Android is yet to capture any real share in Australia, but that could soon change.
IDC is predicting Android devices will see price cuts to lure Christmas shoppers, enabling them to better compete with the upcoming iPhone5. We’re already seeing a growing glut of Android tablets in Australia, but it’s the more widely used smartphone device that has the best chance of shifting Apple’s overall share.
IDC says Android remains on track to become the most popular smartphone operating system in Australia this year, but with more Windows Phones on the way, and Apple fans holding out for the iPhone 5, market share is there for the taking.