Over 5 million Australians now own a Smartphone

These results indicate that Smartphone ownership is related to income, where the incidence of Smartphone ownership increases as income increases.


Smartphone Ownership for different income levels


Source: Roy Morgan Single Source (October 2010 - September 2011). Total Australian population 14+ n=18,483.


Andrew Braun, Director Mobile, Internet and Technology, Roy Morgan Research, says:

“Our Mobile Phone Monitor paints a clear picture of the type of consumer inclined to purchase a Smartphone.

“Amongst other things, it also indicates that Smartphone owners compare to that of all mobile phone owners are 47% more likely to be big spenders, 24% more receptive to mobile advertising if it reduced their phone bill and 23% are more receptive to receiving email advertising that is relevant to them.

“Further profiling on Smartphone owners can be purchased via the Roy Morgan Online Store.”

PurchasedetailedRoy MorganMobile Phone Handset User Profiles including users of Apple iPhone’s and Blackberry’s. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

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