Australian Mobile Internet Usage Statistics

Great post from Digital Marketing Lab;

Mobile Mania in Australia – Mobile Internet Usage Statistics

Last week I attended a mobile marketing breakfast held by Citrus in Melbourne. This was timely as AIMIA had also released their latest mobile study. With so many facts, figures and trends circulating it is therefore time to review and interpret just what this means for marketers.

Fact 1) AIMIA stated iPhone now represents 21% marketshare in Australia whilst a Telstra survey indicated ownership of iPhone was approx 10%. Handset manufacturers globally and locally are very coy about releasing statistics related to handsets shipped to individual markets. As a result it is difficult to gain actual figures on handset ownership. What is however obvious from the above statistics is handset ownership of iPhone sits somewhere in the relm of 10 – 20% share in Australia. So what other manufacturers are dominating the landscape? Nokia still retains a high level of share with ownership above 40% but does seem to be slightly diminishing, whilst what is on the rise is the share of Android phones. What this means is we have 3 to 4 dominant players which are battling for share and to quote the GM of Technology of Citrus “When creating mobile strategies don’t think handset think mobile capability.”

More in the link.