When it comes to technology, six months is a long time—and three years is an eternity. Remember all the way back in 2010 when the app for your bank, newspaper or favourite game was only available on the iPhone-only iOS operating system and you had to wait patiently for the developers to rejig it for Android?
New data on smartphone users from Roy Morgan Research show that as of February this year, Australian smartphone users (14+) with a new phone (under six months old) are more likely to be tapping into Android (49%) than iOS (43%).
But just six months ago, iPhones were in the majority: 53% of those whose smartphone is now 7-12 months old are using iOS compared with 42% using Android.
Meanwhile smartphone users with a handset older than three years are over six times more likely to be using iOS than Android—but 15% of them are using either Blackberry OS or Windows Phone.
Andrew Braun, Mobile, Internet and Technology Industry Director, Roy Morgan Research, says:
“With ever more Australians using apps on their mobile devices to get information, search for and connect with product and service providers, and make purchases, no business wants to lose potential customers because they couldn’t connect and purchase on their new Android-operating smartphone.
“However developing and maintaining apps isn’t cheap, and businesses need to stay in touch (so to speak) with which phones their current or potential customers are using—and which way trends are going among different Technology Adoption Segments.
“The shift in operating system used is directly related to handset brand penetration. Android is available on a myriad of different phones, including the widely popular Samsung and HTC, whereas Apple’s operating system (iOS) is only available on iPhones.
“The swinging fortunes of Samsung and Apple have had the greatest impact on operating system penetration. In the two years to February 2013, the proportion of Samsung device users among the Australian Smartphone population increased from 10% to 24% and HTC increased from 7% to 11%, while the penetration of Apple iPhones remained steady at 45%.
“The recent increase in Samsung Smartphone penetration in Australia may reflect the success of the Samsung Galaxy S III and the Samsung Galaxy Note II compared to the lower impact the iPhone 5 release had. It will be interesting to see whether the new Samsung Galaxy 4 will continue this success, or whether Apple (or in the fact another handset company such as Nokia or Blackberry) can have an impact.”
Source: Roy Morgan Single Source (Australia), September 2012 – February 2013
Base: Main Mobile Users with a Smartphone who named Operating System, n = 3,737.
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.
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