More Australians now have mobile telephones (used by 88%) than fixed lines, (80.4%). This represents a revolutionary move to person-to-person communication rather than the traditional household-to-household communication. This growth for mobile phones is expected to continue with early indications showing an upward trend in the coming months.
In the same period, 79% of Australians have an Internet connection at home, and 69% have a broadband connection at home. Pay TV subscription on the other hand, has only seen a small increase to 25% from 19% in December 1999.
Source: Roy Morgan Single Source June 1998 – September 2011. 12 month moving average 12 months to September 2011, n = 18,483.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“The constant increase in the proportion of people with an internet connection at home along with mobile phone ownership highlights the willingness and capacity of the nation to keep up with the latest technology. The rise in broadband adoption in the last five or six years has been associated with greater content availability, demand, file sizes, and the increasing capacity of hardware and software. Both Telstra and Optus have rolled out an extensive broadband network. The rapid adoption of new technology appears to have been largely unaffected by the economic downturn.”
The Roy Morgan State of the Nation Report 9 provides a thirteen-year perspective on Australian Society based on over half a million interviews conducted between July 1997 and September 2011. Thirteen years ago, Roy Morgan Research, and many others, anticipated that Australians would face an increasingly complex social environment that would change both the level of demand for its products and services, and the climate of support for those products and services. In this Roy Morgan State of the Nation Report, we have measured all of these issues and explored in more detail how they have played out, in terms of Society, Technology, Economy, Politics, and Environment.
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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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