Tablet ownership doubles in Australia

01 October 2012

SYDNEY: Tablet ownership among mobile phone users in Australia has more than doubled in the past year, according to a new report.

The 2012 Australian Mobile Phone Lifestyle Index suggested that overall ownership of tablet devices like the iPad has risen from 16% to 38% in 12 months. Forecasts contained in the report suggest that a majority of mobile users will own a tablet by the end of the year.

Dr Marisa Maio Mackay, director of Complete the Picture Consulting, a research partner for the report, said there was "potential for the mobile phone and the tablet to be complementary devices".

She added that "when we asked people to predict how they expected to use their phones in future, there was not a huge difference between tablet owners and non-tablet owners".

The report also found that around a third of respondents who owned a tablet felt that use of their mobile phone for getting information, for entertainment and for visiting websites has decreased as a consequence of the purchase.

But around 12% said they had increased the use of their mobile phone for the same purposes since acquiring their tablets.

Elsewhere, the survey found that 76% of respondents owned a smartphone, an increase from 67% in 2011. In all, 40% of those who don't own a smartphone plan to buy one in the next 12 months.

More and more people are using apps, with 69% now having them installed on their mobile phone, compared to 55% in 2011 and 41% in 2010.

Acceptance of advertising appears to be on the rise, as the proportion of respondents who are opting in to receive SMS or MMS messages from businesses increased from 47% to 57% with an overall average level of engagement of 54%.

Data sourced from AMPLI; additional content by Warc staff