Australia’s white hot smartphone revolution

Australia went from lagging to leading the worldwide smartphone revolution in just one year, a major study by Google has revealed.But about four out of five Australian websites are not optimised for smartphones.Mobile internet usage by Australians now rivals that of PCs for activities like social networking and, soon, shopping, Google found.Behind Singapore, Australia has the highest smartphone penetration in the world at 37 per cent and we’re also consuming more apps, the research revealed. Australians have on average 25 apps on their phone (eight of which are paid), versus 23 for the US and Britain.To read this Fairfax Media report in full, see: see:Smartphones at the dinner table? Smartphone trendspotting down under
Here’s a question for all of you smartphone owners out there: If someone asked you whether you’d rather give up your phone or your TV, what would you say?Earlier this year, Google teamed up with IPSOS Research to learn the answer to this exact question (and many others) by asking 30,000 people in 30 countries about how they use their smartphones, and where (on the bus? at the office?). It’s the first time anyone has asked this many people the same questions, for free: that means we can compare and contrast behaviour and trends across different age groups, different cities, and even countries.So what did we learn about Australia? To start with, those of us at Google Australia were particularly proud to discover that Australia has the second highest smartphone penetration in the world — ahead of the US, UK, and Japan. This is a recent achievement for the land down under. The majority of smartphone owners we surveyed had bought their device in the preceeding 12 months, which means that Australia went from lagging to leading the worldwide smartphone revolution in just one year. We estimate that each month, 1-2% of the entire population of Australia buys a smartphone.

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