1 in 2 Indonesians and nearly 3 in 4 Australians now own a smartphone, the latest data from Roy Morgan Single Source surveys in Australia and Indonesia show.
In the six months to March 2015, 72% of Australians 14+ owned a smartphone, up from 69% in the six months to September 2014—an increase of around 850,000 people. That’s a lot of new handsets, new data plans, and new mobile app users.
In Indonesia, smartphone ownership recently reached 50% of the 14+ population, up from 42% in the six months before—an increase of 12.8 million. In just half a year, Indonesia gained almost as many new smartphone users as already have one in Australia.
Growth of smartphone ownership in Australia and Indonesia:
Source: Roy Morgan Single Source (Australia) April – September 2014 n = 8,215 and October 2014 – March 2015 n = 7,698 Australians 14+; Roy Morgan Single Source (Indonesia) April – September 2014 n = 15,191 and October 2014 – March 2015 n = 15,204 Indonesians 14+.
Of course, Indonesia has more than eight times as many people as Australia. So to put the markets’ potentials into perspective: assume in a few years all Australians have a smartphone, meaning a maximum of around five million new owners before the market runs out of room to grow.
Indonesia, meanwhile, is gaining around five million new smartphone owners per quarter. Now that’s a lot of new handsets, new data plans, and new mobile app users.
In both Australia and Indonesia, younger people are more likely than older people to own a smartphone. In Australia, however, uptake is already near-mass among all age groups under 50, with a slight majority of those aged 50+ now also smartphone owners.
Indonesians aged 14-24 remain well ahead of the general population, with 77% owning a smartphone. Only those aged 25-34 are also more likely to own a smartphone than not. Uptake among Indonesians aged 35-49 and 50+ is less than half the rate among Australians that age.
% of Australians and Indonesians with a smartphone by Age Group:
Source: Roy Morgan Single Source (Australia) October 2014 – March 2015 n = 7698; Roy Morgan Single Source (Indonesia) October 2014 – March 2015 n = 15,204
Michele Levine, CEO, Roy Morgan Research, says:
“Roy Morgan Research’s Single Source surveys running in Australia, Indonesia and New Zealand, as well as our Asian Omnibus in a further eight markets, can give local and international businesses on-the-ground analogous insights into overseas markets to pinpoint growth opportunities, entry points, and the competitive landscape.
“On paper, having just 25% market share in Indonesia of a product or service that half the population uses is the equivalent of having a total monopoly in Australia of something that every single person uses.
“Our research also delves into the different ways Australians and Indonesians use their smartphones—from calling and texting to accessing the internet, playing music, videos and games, getting news and personal banking. As ever more consumers use their mobile devices to interact with businesses and consume media, it will be increasingly necessary for companies to understand and make full use of new research into device ownership and behaviour.”
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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