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.

Gadgets-a-go-go

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…”

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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.
Shaun Ellis
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Technological revolution

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