Australia’s love affair with Apple

Australia’s love affair with Apple

Summary: Aussies love their iPhones more than anyone, making it difficult for anyone else to break into the market. No wonder Steve Wozniak wants to live here.

SHARE:
7

According to web analytics company Statscounter, 69 percent of all mobile web browsing in Australia comes from iOS devices. That figure has moved little in the last two years; it is well above the world average of 24 percent, and quite a bit higher than the US' 50 percent.

The Statscounter data seems believable — it is gathered from a tracking code placed on 3 million websites around the world and the sample sizes are large — with more than 17 billion page views per month, 1.5 percent of them from Australia.

Share of web browsing by iOS and Android

Why is Australia so different to the rest of the world? It's not because there has been a slow embrace of Android — it accounts for 28 percent of all traffic, about the same as the UK. Here, in Australia, expensive data plans before the arrival of the iPhone undoubtedly slowed take-up of the smartphones alternatives. In the US, Android adoption started much earlier, and usage is now up to 41 percent of all mobile traffic, but that doesn't mean the rest of the world will follow.

In fact, what makes Australia different is that mobile use has become a two horse race. After iOS and Android, all other platforms account for just 4 percent of the market; compared to 47 percent globally.

This is partially a reflection on slower turnover of models — some countries are still using Blackberry devices, for example — but, also, the influence of Nokia cannot be ignored. By the start of this year, Nokia had sold 1.5 billion such devices, and Statscounter shows that it has captured 15 percent of the world mobile browsing market; Nokia's Symbian OS currently accounts for 12 percent.

Series 40 took off in South America, Asia, and Africa — places where the iPhone is too expensive. Perhaps the real future, at least in emerging markets, is for lower costing and less feature-rich devices.

In last week's Twisted Wire podcast Alcatel Lucent's Jason Collins talked about how the intelligence found on our phones will eventually move into the cloud. We won't need the app-centric features of an iPhone, just a solidly built form factor, with the rich functionality offered through a web browser. If, and when, that happens, you have to wonder whether Aussies will still love their iPhone — and at what price?

Topics: iPhone, Android, Mobile OS, Nokia

About

Phil Dobbie has a wealth of radio and business experience. He started his career in commercial radio in the UK and, since coming to Australia in 1991, has held senior marketing and management roles with Telstra, OzEmail, the British Tourist Authority and other telecommunications, media, travel and advertising businesses.

Kick off your day with ZDNet's daily email newsletter. It's the freshest tech news and opinion, served hot. Get it.

Talkback

7 comments
Log in or register to join the discussion
  • Except That Punters Show A Clear Preference For Native Apps

    If you remember, the first Iphone wasn’t even a smartphone: it didn’t have third-party apps—Steve Jobs said developers should write Web apps. But after popular pressure, an SDK was introduced, along with an app store, just about the time Android was going into production with its own app store.

    So you see, the trend has been away from cloud-based intelligence, not towards it.
    ldo17
    • Cloud

      Many apps are powered by the cloud in one way or another. Often an app is just another way to access to the cloud than the browsers. How much of the work is done locally or in the cloud varies depending on what is desired in both cases. In a multiplayer game the game may be running on the company's Linux servers, but the user interface can be an Android app, iOS app, Windows program or a html5/flash website.
      Oden79
  • HTML5

    I wonder if HMTL5 will change that.
    phildobbie
    • My father

      People like my father is seldom bothered to add web apps to his iPad. If he finds the app with same function in the Appstore, he will happily add it.

      I see the app store like another place to advertise your products and web apps can never get the same access to the operating system as tested native apps, without serious security problems. Making a web app instead of a native app can depend on:

      1. Lazy developer not wanting to make several apps
      2. The content is illegal, provocative, malware or adult. It will not pass the app store
      3. You don't want to give away a cut to the app store
      4. Your users find your website, but refuses to download native apps
      Oden79
  • Aussies great followers

    Aussies are great followers.
    Van Der
  • I know a couple Aussies who are stanuch MS Loyalist

    Yet, everything they own is Apple hardware (laptop, tablet, smartphone). Weird, but true.
    adacosta38
  • re ios

    I love the Mac stuff, but I can't see the value in an iphone. $800.00. I don't need it so, no thanks
    gavin1