Source: Roy Morgan Research Single Source, 12 month average sample Jan 07 – Dec 11 n = 19,804.
Proportions of Age Groups who Own or Use a Mobile Phone
Source: Roy Morgan Research Single Source, Jan 11 – Dec 11 n = 18,641.
Although such a high proportion of the population currently use mobile phones, there are those who consider themselves one of the first to upgrade to new models and types. It is these ‘early mobile phone adopters’ who are likely to exert influence over friends and family when it comes to purchasing mobile phones.
Males account for 55% of these ‘mobile phone early adopters’, compared to 45% for females, and the 14-24 age group was the most likely to contain them.
When looking at the media behaviours of early adopters we see that they aren’t particular interested in reading newspapers, are keen cinema goers and pay TV watchers, they are far more likely to be heavy internet users and digital TV channel watchers than the general population.
Reaching these early adopters can be strategically significant as they have the ability to influence others and offer opinions. The Roy Morgan Mobile Phone Early Adopter Profile offers a comprehensive look at this unique group of people.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
The latest detailed Roy Morgan Early Technology Adopter Profiles offer a comprehensive look into those who like to buy and stay up-to-date with the latest technology.
Roy Morgan Research
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.