The smartphone market of Australia is also rapidly changing. The majority of mobile phone users in Australia are already using smartphones and the smartphone penetration rate as a share of the total population is estimated to reach almost 75 percent by the year 2022. In terms of smartphone brands, Apple and Samsung are clearly leading. As of April 2018, Apple and Samsung accounted for more than 75 percent of all smartphones sold in Australia. Nearly all of the smartphone subscribers in Australia use the iOS or Android operating systems on their smartphone.
Mobile phone base station antennas on towers and buildings are spread throughout Australia’s populated areas, most of them are located in New South Wales, followed by Victoria and Queensland. When it comes to choosing a mobile operator, Australians do not only pay attention to monthly costs, but also to the quality and coverage of the network. Telstra, the largest telecommunications company in Australia, owned most of the mobile phone towers in Australia in 2017. Additionally, Telstra holds by far the largest retail market share for all mobile phones. However, Vodafone was the most profitable telecom company in Australia.
With such a large percentage of the population owning a smartphone, you may find yourself wondering what consumers actually spend their time doing on their smartphones? A lot of Australian consumers use smartphones for communication purposes, for instance: voice calls, emails, social networks, instant messaging apps or video calls. Most Australians aged between 18 and 25 use photo social media apps such as Facebook, Instagram or Snapchat. Mobile applications to play games were the most popular among smartphone apps in Australia.