Saturday, September 14th, 2013 - Roy Morgan Research

We live in a time where change is the norm, and new technological advances are a regular occurrence. The State of the Nation Report (No.14), launched this week by Michele Levine, CEO of Roy Morgan Research shows that Australians are embracing the technological revolution with gusto.

Over the last five years especially, a raft of new technological products has transformed the way Aussies communicate and entertain themselves.


Anyone who’s noticed the recent glut of discarded CRT (cathode ray tube) TV sets littering front verges in suburbs across the nation would not be surprised to learn that ownership of plasma and LCD TVs has jumped from 0.2% of the population in 2003 to 65.6% now.

Ownership of smartphones has also skyrocketed. The proportion of Australians who own a smartphone has tripled since late 2010, from 16.2% to 48.8%, with the majority (44.5%) of them owning 3G or 4G phones. This corresponds to a steady decline is home landline connections in recent years.

Ownership of new communication technological products

Source: Roy Morgan Research; 12 month moving average. Base: Aust Population 14+.

The trend is similarly vertiginous for tablet computers such as the Apple iPad. In June 2011, just 6.8% of Australians owned a tablet — this has since risen to 24.8%. The corollary of this? A gradual decrease in desktop PC ownership.

Never has the saying ‘Out with the old, in with the new’ been so apt.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Not only are new technological products making communication easier and better for individual Australians, they’re also changing the way business is conducted.

“If they haven’t already, small businesses must adapt to these ongoing changes so they can provide the level of service their customers expect.

“Interestingly, nearly 20% of Australians still qualify as ‘Technophobes’ under Roy Morgan’s Technology Adoption Segments. These people may need to reassess their views on new technology and join the revolution before they’re left behind…”

Contact Profile

Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209


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