Tiphereth Gloria

iPhones dominate Australian mobile internet

As an early adopter of the iPhone, I've noted its enthusiastic uptake in Australia. Looking on the streets and in meetings, it seems to be the dominant phone, at least in Sydney. Recent statistics prove this, showing the iPhone and iPod touch is dominant operating system - 93% of phones or mobile devices accessing the internet in Australia and NZ are iPhone iOS.

As an early adopter of the iPhone, I've noted its enthusiastic uptake in Australia. Looking on the streets and in meetings, it seems to be the dominant phone, at least in Sydney. Recent statistics prove this, showing the iPhone and iPod touch is dominant operating system - 93% of phones or mobile devices accessing the internet in Australia and NZ are iPhone iOS. 

93% of phones accessing the internet in Australia are iPhones

93% of phones accessing the internet in Australia are iPhones

 

Yet this statistic globally tells a completely different story. iPhone and iPod touch (the newly defined iOS 4 platform) are at 60% of the mobile devices accessing the internet.  

 

Global iPhone/iOS penetration is at 60%

Global iPhone/iOS penetration is at 60%

Is Australia & NZ heavy iPhone penetration because Blackberry and other smart phones didn't have much mainstream uptake prior to iPhone release? Or is it because Australians are the heaviest users of social networks and social usage continues as the fastest growing mobile category? Either way, the statistics point to a massive behavioural change with mobile devices - phones are barely used for telephone calls, they are more data devices and the internet is in people's pocket. There are some other interesting statistics (this time global and just iPhone/iPod touch related)

  1. 225,000 applications in the iTunes app store
  2. 5 billion application downloads from iTunes store
  3. 73% of iPhone users have at least one 3rd party app
  4. 70 is the average number of applications on an iPhone
  5. There will be 100 million iOS 4 devices by July 2010

This is the mobile landscape that the iAd platform is releasing into, although  the iPad will be unable to see iAds until the iPad upgrade to iOS 4 likely to be September 2010. iAd may transform digital display advertising in the same way that iPhone transformed phones, and with the app developers getting 60% of the revenue to fund further free/cheap application development. What the hope for iAd is to bring emotion & interactivity via content to digital platforms with no "hijacking" or need to leave or be directed out of the apps themselves. This in itself may bring a level of trust back to the digital space, where click through rates have been declining year on year. The question then will be: will the "emotionally engaging" iAds lift the rest of the digital display ad industry?


COMMENTS

Posted by John Lynch, 21 June 2010

Hi Tip, that first stat, '93% of phones accessing the internet in Australia are iPhones' . I DID find that very hard to believe with all the internet capable phones out there. However a quick look at the mobile traffic to this site and iPhone, iPod and iPad account for 97%.

iPhone 84%
iPod 9%
iPad 3%
BlackBerry 1%
Android 1.0%
SymbianOS 0.7%
Sony 0.2%
Windows 0.1%

Posted by Cameron Wall, 22 June 2010

I must admit that that seems hard to understand also, one should also realise that the Android has only just recently really touched down here. In the US it now out sells the iPhone.

Posted by Louise Roberts, 22 June 2010

iPhone users are everywhere, so I am not surprised at these figures. I'm sure it will balance out as the Android penetrates the Aussie market over the next 12 months. I'm surprised BlackBerry users aren't featured more in these stats - there are lots of them around, so is the browsing experience that bad that they don't bother going online?

Posted by Walter Adamson, 22 June 2010

It is an amazing statistic. My thought that in Australia the reason is not too complicated, the iPhone forced carriers to partially come to their senses on data charges, and downloads became fun instead of a 50:50 chance of working. Walter @g2m

Posted by Dianne Gardiner, 22 June 2010

Your comment about 'phones are barely used for telephone calls, they are more data devices and the internet is in people's pocket' is spot on. Research we have undertaken with iPhone users highlights how much the it has changed how they use the net.

Posted by Kevin G, 12 July 2010

Not sure if you are aware but these statistics you have shown have absolutely nothing to do with the iPhone being dominant other than your own observations.

Posted by Adam Fowler, 12 July 2010

I'd also like to see more details about the source (Apple Australia?). The phrase "93% of phones accessing the internet in Australia are iPhones" can't be correct, as it is for iPhones/iOS - your own sites stats show a decent number of other apple devices, not just the iphone. 9% on iPods is rather suprising.

How is this % counted, are they counting the amount of webpage hits or amount of data or what? Amount of data I can understand due to the App Store.

Posted by David Jackson, 15 August 2010

93%, is that all? Come on, what other phone is there to access the net? And Tip, can you tell me the statistics for Japan please? I'd love to know what phone they are using currently as I know more people in Japan access the internet via a mobile phone!

Posted by Jennifer Duke, 20 August 2010

This April 29 2010 article from the SMH (linked below) might clear a few things up for some people, as well as providing some other interesting food for thought: "Other common uses include checking news and weather (59 per cent, up 18 points), email (58 per cent, up 20 points), maps and directions (56 per cent, up 24 points) and social networking (39 per cent, up 25 points)."

http://www.smh.com.au/digital-life/mobiles/australians-take-to-mobile-internet-20100429-tszn.html


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