Roll Up: Samsung, Apple Vie For Top Of Mobile Hit Parade
HTC and Nokia accounted for seven percent each, while 16 percent had “other”, presumably including Microsoft Windows.
The Deloitte figures show Australia is the fifth most concentrated smartphone market in the world, outranked only by Singapore, Norway, Spain and Sweden.
The survey shows that, on average, Australians check their phones more than twice every hour, and many, particularly those aged 18-24, get on the phone more than 50 times a day.
Users have a strong sense of loyalty, with around 80 percent of Apple users and 60 percent of Samsung owners saying they are hooked on their handset device, making it difficult for other makers to get a guernsey.
Apple’s Australian penetration is slightly below the US and UK markets where its device share is between 40 and 45 percent; in other markets such as France and Germany, Apple holds less than a 25pc share.
“The consumer will be the ultimate winner from the rivalry between Apple and Samsung,” Deloitte said. “Continued innovation in devices, more impressive operating systems and greater connectivity with extended ecosystems are all to be expected.”
The survey also found that SMS messaging is still popular, despite the proliferation of mobile instant messaging (MIM) services like Whatsapp and iMessage. About 72 percent use SMS only, preferring it to MIM.
“As integration of MIM with social media increases, and mobile device app and OS designers look to integrate MIM and voice solutions over data, we expect an accelerated uptake of these services,” Deloitte said. “In the meantime, there is not a burning platform driving MIM growth here in Australia as in other countries. Uptake will largely be driven by trends within the social context.”
While it was found that 55 percent of Australians have used smartphones for mobile banking, Deloitte said deployment and uptake of mobile payments has been slower than anticipated. Though half of Australians surveyed saw benefit in using their smartphones for making payments, 73 percent would prefer to use their bank for mobile transferring of money.
Some 73 percent of consumers surveyed said they trusted their bank to provide a mobile digital wallet service.
The next most trusted business category was “other financial institutions” such as Visa or MasterCard, with 26 percent of respondents saying they would trust this type of company. They were followed closely by money transfer services including PayPal, at 25 percent.
Very few consumers said they trusted telcos and other network operators (five percent), or app store providers like Apple and Google (four percent).