New research released by Google and IPSOS Research has confirmed Australia’s love affair with smartphones. Australia now ranks second in the world in terms of smartphone penetration, with 37 percent of people owning one. Despite this high ranking, there is still daylight between Australia and the global smartphone leader, Singapore, which has achieved 62 percent penetration.
Google also uncovered some fascinating insights into smartphone usage. Contrary to the belief that smartphones are most useful on the go, 81 percent of Australians have used their smartphone at home in the past seven days, as opposed to 66 percent who have used them on the go. Two in five Australians use their smartphone while watching television.
There are interesting implications for business as well, with 49 percent of Australians using their smartphones to research businesses, with a quarter having purchased products via their mobile. One fifth will also take their smartphone with them to research goods and services while they are out shopping. And 19 percent of Australians search for local suppliers and services using their mobile on a daily basis.
Australians are also the most proficient users of mobile banking, with 48 percent of smartphone owners using their devices to do their banking.