Monday, March 26th, 2012
34% of Australian’s 14+ own or use a Smartphone, according to the latest Roy Morgan Mobile Phone Monitor (January 2011). Among people who have a games console at home, 46% own a Smartphone compared to only 24% for those that do not have a games console at home.
People who have a PlayStation 3 at home are more likely to have a Smartphone (53% of them), followed by Xbox 360 (50%) and Nintendo Wii (49%).

Smartphone ownership

Roy Morgan Single Source (Australia): December 11 - January 2012, n= 6,255.

Andrew Braun, Industry Director - Mobile, Internet and Technology, Roy Morgan Research, says:
“Microsoft’s recent partnership with Nokia has been cited in the media as an important step for both companies to compete with Apple and Samsung in the Smartphone market, where they have lost ground in the last 24 months.

“The Microsoft XBOX 360 is in the home of 11% Australian’s 14+. Given the high penetration of Smartphone ownership amongst these people (i.e. 50%) and that 32% of them own a Nokia mobile phone today, there is a real opportunity to attract XBOX 360 customers to the new range of Nokia-Microsoft Smartphones.

“The Roy Morgan Mobile Phone monitor is based on over 20,000 interviews with Australians 14+ years old between December 2011 to January 2012.”


Our detailed range of Game Console Owner and Intender Profiles includes Playstation 3, Xbox 360, Nintendo Wii and others.

Our range of mobile phone related profiles includes activities people do on mobile phones, and handset ownershipiPhone, Blackberry, Nokia and many more.

Contact Profile

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
P: 03 9224 5332


playstation, xbox, smartphone, iphone, android, samsung galaxy. mobile phone, nintenod, wii



More Formats

View QR Code