Sharechat Logo

Half of us will soon have a smartphone, Ericsson says

Thursday 23rd August 2012

Text too small?

Nearly half of all New Zealanders with a mobile phone will be using a smartphone by the end of the year, according to research by global telecommunications technology and services company Ericsson.

Smartphones have already penetrated a third of the local cellphone market, and its finding suggest that will have risen to 45 percent by year's end, as New Zealanders follow the trends seen in other parts of the Asia-Pacific region.

The Ericsson figures compare New Zealand uptake of smartphones and tablets with Australia, Singapore and Malaysia, where penetration rates are ahead of world trends, with 51 percent of users currently carrying a smartphone and two-thirds expected to be doing so by the end of the year.

New Zealand's rates are directly in line with global trends.

The same survey sees an even steeper uptake of tablets, although from a lower base, with some 7 percent of the New Zealand market owning a tablet device, such as an iPad, rising to 20 percent by year-end, in part driven by Christmas gift-giving trends.

Some 62 percent of New Zealand mobile and tablet device users are already using applications or 'apps' of some sort, with that rate predicted to rise to 69 percent by the end of the year.

When it comes to what smartphones are being used for, kiwis are in line with regional trends, but are less enthusiastic about receiving work emails on their phones, with only 23 percent capitulating to that urge, compared with 43 percent in the wider region.

Other areas where New Zealanders are proving slower to adopt smartphone possibilities are in using their phones as "mobile wallets" to make payments on the go, and in software that turns spoken words into text messages. Video calling is used by just 14 percent of New Zealanders, compared to a 28 percent average in the region.

The top 10 most popular types of app are, in order: communication (56 percent), gaming (52 percent), video and search (37 percent each), weather (34 percent), entertainment (28 percent), news (26 percent), pictures and photos (26 percent), travel (23 percent) and banking or e-payments (21 percent).

"These findings suggest that future growth will primarily be driven by mobile data and how operator's need to consider how the can best capitalize on this fast-growing segment," said Ericsson's regional strategic marketing general manager, Kursten Leins.

"Internet surfing, portability and PC-like functionality are key drivers for tablet purchases, whereas the key motivating factors for smartphone users are the need to upgrade their existing devices, to enable emailing/messaging and for using apps."

  General Finance Advertising    

Comments from our readers

No comments yet

Add your comment:
Your name:
Your email:
Not displayed to the public
Comments to Sharechat go through an approval process. Comments which are defamatory, abusive or in some way deemed inappropriate will not be approved. It is allowable to use some form of non-de-plume for your name, however we recommend real email addresses are used. Comments from free email addresses such as Gmail, Yahoo, Hotmail, etc may not be approved.

Related News:

MARKET CLOSE: Blue-chip stocks Meridian, A2 lead market lower
NZ dollar rises on Brexit hopes, rate cut reassessment
Three not failing, just needs a new owner - MediaWorks CEO
Major investors back new CBL class action targeting directors
Rip Curl purchase a done deal on Kathmandu proxies alone
Comvita chair Neil Craig eyes the exit once he finds a new CEO
Mercury raises guidance on increased storage, high spot prices
Eroad reports strong 3Q sales growth, eyes ASX listing
MediaWorks puts TV business on the block
NZ dollar benefits as preliminary Brexit deal improves risk appetite

IRG See IRG research reports