澳大利亚智能手机市场前景及投资研究报告-培训课件外文版2024.4vivooppo三星小米苹果

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TRENDSSmartphonemarketinAustraliaCHAPTER

01GlobaloverviewNumberofsmartphonessoldtoendusersworldwidefrom2007to2022(inmillionunits)Globalsmartphonesalestoendusers2007-20221,8001,6001,4001,2001,0008001,556.271,536.541,540.661,495.961,433.861,423.91,395.251,351.841,339.511,244.74969.72680.11600472400296.652010172.382009139.2920082000122.3220072011201220132014201520162017201820192020202120222023*3Description:In2022,smartphonevendorssoldaround1.39billionsmartphonesweresoldworldwide,withthisnumberforecasttodropto1.34billionin2023.

ReadmoreNote(s):Worldwide;2007to2022;*ForecastReadmoreSource(s):GartnerShareofsmartphoneshipmentsworldwidefrom2012to2022,byvendorGlobalmarketshareheldbysmartphonevendors2012-2022SamsungHuaweiAppleXiaomiOPPOvivoLenovoLGOthers120%100%80%60%40%20%0%29.4%28.7%29.1%30.1%32.9%39.3%4.8%38.5%39.1%39.1%40.1%3.6%41.5%4.6%8.3%9.2%8.6%9.5%9.9%8.2%8.6%8.1%8.7%5.2%5.3%6.8%7.6%6.3%11.4%3.3%18.7%4%2.6%4.5%15.3%4.9%4.6%3%4.9%4.4%14.8%5.7%3.6%12.7%13.9%17.6%14.1%17.4%14.9%14.7%15.9%14.6%14.7%10.5%16.1%14.6%18.8%7.4%9.5%30.3%201231.3%201324.4%201422.3%21.1%21.7%201721.6%201921.6%202220.8%201820.6%202020.1%2021201520164Description:Asof2022,Samsungstayedasthemarketleaderintheglobalsmartphonemarketwitha21.6percentshareofallshipments.Applerankedsecond,holding18.8percentofthemarketshare.

ReadmoreNote(s):Worldwide;2007to2022Source(s):IDCAveragesellingprice(ASP)ofAndroidsmartphonesworldwidefrom2017to2023(inU.S.dollars)AveragesellingpriceofAndroidsmartphonesworldwide2017to20233503002862692652542502502001501005023502017201820192020202120235Description:In2017,Androidsmartphonesweresoldatanestimatedaveragesellingprice(ASP)of236U.S.dollarsworldwide.By2023,theASPforAndroidsmartphonesreachedanewhighofaround286U.S.dollarsperphoneglobally.

ReadmoreNote(s):Worldwide;2017to2023Source(s):IDCMobiledatatrafficpersmartphoneworldwidefrom2016to2028(inGB/month)Monthlydatatrafficpersmartphoneworldwide2016-202850454035302520151047.2741.9836.1630.5825.1720.3715.93202212.1820219.056.544.82502.581.97201620172018201920202023*2024*2025*2026*2027*2028*6Description:In2022,smartphonesacrosstheglobeusedanaverageof15.93gigabytesofmobiledatapermonth,upfrom12.18gigabytesthepreviousyear.Thisfigureisexpectedtoreach20gigabytesin2023,and47gigabytesby2028.

ReadmoreNote(s):Worldwide;2016to2022;*ForecastReadmoreSource(s):EricssonMonthlymobiledatatrafficpersmartphoneworldwidefrom2018to2028(ingigabytes),byregionMonthlymobiledatatrafficpersmartphoneworldwide2018-2028,byregionIndia,Nepal,BhutanNorthAmericaCentral&EasternEuropeNorthEastAsiaLatinAmericaSouthEastAsia&OceaniaMiddleEast&AfricaWesternEurope70605040302010020162017201820192020202120222023*2024*2025*2026*2027*2028*7Description:In2023,themonthlymobiledatatrafficpersmartphoneinIndia,Nepal,andBhutanisexpectedtoreach31.7gigabytes(GB),thehighestfigureofanysurveyedregion.Thisfigureissettoalmostdoubleby2028.

ReadmoreNote(s):Worldwide;2016to2023;*ForecastReadmoreSource(s):EricssonCHAPTER

02NationaloverviewTotalnumberofmobileconnectionsinAustraliafrom2015to2022(inmillions)TotalnumberofmobilesubscriptionsAustralia2015-20223532.8932.4732.4731.9231.8931.3530.630302520151050201520162017201820192020202120229Description:Accordingtoareportondigitalandmobiletrends,thetotalnumberofmobileconnectionsinAustraliareachednearly31.9millionin2022.Whilethisfigurerepresentsaslightdecreasefromthepreviousyear,therehasbeenanoverallincreasingtrendinthenumberofmobileconnectionssince2015.ReadmoreNote(s):Australia;2015to2022Source(s):DataReportal;GSMAIntelligence;Hootsuite;WeAreSocialMobilephonesubscriptionsaspercentageofthetotalpopulationinAustraliafrom2015to2022MobilesubscriptionsasashareofthepopulationAustralia2015-2022140%130%130%130%128%127%126.6%126%123%120%100%80%60%40%20%0%2015201620172018201920202021202210Description:AsofJanuary2022,about123percentoftheAustralianpopulationhadmobilephonecontracts,indicatingthatashareofthepopulationhadmorethanonemobilephonecontract.Whileincreasingoverall,thissharehaddecreasedfromthepreviousyear.ReadmoreNote(s):Australia;2015to2022Source(s):DataReportal;GSMA;Hootsuite;WeAreSocialMarketshareheldbysmartphoneoperatingsystemsinAustraliafrom2012to2023MarketshareheldbysmartphoneOSinAustralia2012-2023AndroidiOSBlackberryWindowsOther120%100%80%60%40%20%0%20122013201420152016201720182019202020212022202311Description:AsofMarch2023,Androidoperatingsystemsforsmartphonesheldamarketshareof52.9percentinAustralia.Androidhasconsistentlybeentheleadingmobilephoneoperatingsysteminthecountry,however,iOShasbeenincreasingitsmarketshareoverthepastdecade.ReadmoreNote(s):Australia;2012to2022;asofthreemonthsendingMarcheachyearSource(s):KantarWorldpanelMostusedsmartphoneappsbytypeinAustraliaasofJune2023MostusedsmartphoneappsbytypeinAustralia2023Shareofrespondents0%10%20%30%40%50%60%70%InternetbrowserSocialmediaappsE-mailservicesMessengerappsWeatherapps67%66%64%63%54%Musicservices48%Calendar46%GamesShoppingapps44%44%TrafficnavigationappsCamera/photoeditingappsVideoservices33%32%29%Newsservices27%12Description:"Internetbrowser"and"Socialmediaapps"arethetoptwoanswersamongAustralianconsumersinoursurveyonthesubjectof"Mostusedsmartphoneappsbytype".

ReadmoreNote(s):Australia;July2022toJune2023;1489respondents;18-64years;respondentswhouseasmartphone(Marketing&socialmedia,Services&eServices)Source(s):ConsumerInsightsShareofmobilewebtrafficinAustraliainJanuary2022,byoperatingsystemMobilewebtrafficinAustralia2022,byoperatingsystemShareofmobilewebtraffic20%

30%0%10%40%50%60%AppleIOSDevicesAndroidDevices56.95%41.78%SamsungOSDevices1.22%OtherOSDevices

0.05%13Description:AsofJanuary2022,about57percentofmobilewebtrafficinAustraliaoriginatedfromAppleIOSdevices.Thatsameyear,about42percentofmobilewebtrafficinAustraliaoriginatedfromAndroiddevices.

ReadmoreNote(s):Australia;January2022;internetusersSource(s):DataReportal;Hootsuite;StatCounter;WeAreSocialCHAPTER

03SmartphonebrandsandoperatorsMarketshareofleadingmobiledevicevendorsinAustraliafrom2011to2022MarketshareofmobiledevicevendorsinAustralia2011-2022AppleSamsungOppoHuaweiGoogleXiaomiUnknownNokiaMotorolaVivoRealmeOnePlusLenovoLGSony100%90%80%70%60%50%40%30%20%10%0%20112012201320142015201620172018201920202021202215Description:ThemobiledevicemarketinAustraliahasbeenandcontinuestobedominatedbyApplephones;thecompanyhashadacomfortablemarketleadsince2011withasharealwaysinexcessof50percent.Duringthesametimeperiod,SamsungphoneswerethenextmostpopularmobiledevicechoiceforAustralians;thecompanyhavealsoheldasteadyshareofthemarketandaclearleadovertheirnextmostpopularrivalsfromavarietyofmanufacturers.

ReadmoreNote(s):Australia;2011to2022Source(s):StatCounterSatisfactionwithsmartphonebrandinAustraliaasofJune2023SatisfactionwithsmartphonebrandinAustralia2023Shareofrespondents0%10%20%30%40%50%60%VerysatisfiedSatisfied55%36%NeithersatisfiednordissatisfiedDissatisfied5%2%Verydissatisfied1%Don'tknow

0%Noanswer

0%16Description:55percentofAustralianrespondentsansweroursurveyon"Satisfactionwithsmartphonebrand"with"Verysatisfied".Thesurveywasconductedin2023,among1,596consumers.

ReadmoreNote(s):Australia;July2022toJune2023;1596respondents;18-64years;respondentswhouseasmartphone(Housing&householdequipment,Internet&devices)Source(s):ConsumerInsightsWillingnesstochangesmartphonebrandinAustraliaasofJune2023WillingnesstochangesmartphonebrandinAustralia2023Shareofrespondents0%5%10%15%20%25%30%35%VerylikelyLikely12%15%NeitherlikelynorunlikelyUnlikely17%20%Veryunlikely34%Don'tknow3%Noanswer

0%17Description:12percentofAustralianrespondentsansweroursurveyon"Willingnesstochangesmartphonebrand"with"Verylikely".Thesurveywasconductedin2023,among1,596consumers.

ReadmoreNote(s):Australia;July2022toJune2023;1596respondents;18-64years;respondentswhouseasmartphone(Housing&householdequipment,Internet&devices)Source(s):ConsumerInsightsSmartphonebymobilecarrier/brandinAustraliaasofJune2023Smartphonebymobilecarrier/brandinAustralia2023Shareofrespondents0%5%10%15%20%25%30%TelstraOptus30%25%Vodafone13%AldiMobile5%5%AmaysimBelongMobileBoostMobileDodo3%3%3%3%WoolworthsMobileColesMobileCircles.Life2%1%1%1%KoganMobileIdonothaveamobileplanOther4%Don'tknow1%18Description:WeaskedAustralianconsumersabout"Smartphonebymobilecarrier/brand"andfoundthat"Telstra"takesthetopspot,while"KoganMobile"isattheotherendoftheranking.ReadmoreNote(s):Australia;July2022toJune2023;1596respondents;18-64years;respondentswhouseasmartphone(Housing&householdequipment,Internet&devices)Source(s):ConsumerInsightsSatisfactionwithmobilecarrierinAustraliaasofJune2023SatisfactionwithmobilecarrierinAustralia2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%44%VerysatisfiedSatisfied37%NeithersatisfiednordissatisfiedDissatisfied12%3%Verydissatisfied1%Don'tknow

0%Noanswer1%19Description:37percentofAustralianrespondentsansweroursurveyon"Satisfactionwithmobilecarrier"with"Verysatisfied".Thesurveywasconductedin2023,among1,586consumers.

ReadmoreNote(s):Australia;July2022toJune2023;1586respondents;18-64years;respondentswhouseasmartphoneandhaveamobiledataplan(Housing&householdequipment,Internet&devices)Source(s):ConsumerInsightsMostcommonmobiledataplansinAustraliaasofJune2023MostcommonmobiledataplansinAustralia2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%Upto2GB3-5GB6%11%12%6-10GBMorethan10GB41%UnlimiteddatavolumeIpayaccordingtomyconsumption18%3%Idon'tusemobiledataonmysmartphone

0%Don'tknow8%Noanswer

0%20Description:Whenaskedabout"Mostcommonmobiledataplans",11percentofAustralianrespondentsanswer"3-5GB".Thisonlinesurveywasconductedin2023,among979consumers.

ReadmoreNote(s):Australia;July2022toJune2023;979respondents;18-64years;respondentswhouseasmartphone(Housing&householdequipment,Internet&devices)Source(s):ConsumerInsightsCHAPTER

04MobileinternetandpaymentsShareofadultswhoaccesstheinternetwithamobilephoneinAustraliain2022,byfrequencyAdultswhoaccesstheinternetwithamobilephoneAustralia2022,byfrequencyShareofrespondents30%

40%0%10%20%50%60%70%80%90%MultipletimesadayOnceaday84%3%SeveraltimesaweekWeekly4%1%1%LessoftenthanmonthlyNever6%22Description:MobilephoneusehascontinuedtoincreaseacrossAustralia,withdevelopmentsinhardware,apps,andinternetinfrastructureallowinguserstodomoreandmoreontheirsmartphones.InthesixmonthstoJune2022,about84percentofadultsinasurveyabouttelecommunicationsinAustraliasaidtheyusedtheirmobilephonestoaccesstheinternetmultipletimesaday.ReadmoreNote(s):Australia;June2022;3580respondents;18yearsandolder;Australianswhousedadevicetoaccesstheinternetinthepast6monthsforpersonaluseSource(s):AustralianCommunicationsandMediaAuthorityAvailabilityof5GinAustraliaasofMarch2022,byoperatorAvailabilityof5GinAustralia2022,byoperator20%17.5%18%16%14%12%10%8%15.6%8.7%6%4%2%0%TelstraVodafoneOptus23Description:AccordingtodatacollectedinAustraliabetweenJanuaryandMarch2022,Telstrahadthehighest5Gavailabilityoftheoperatorssurveyed.Telstracustomerswitha5Genableddevicecouldobtaina5Gconnection17.5percentofthetime,whereasOptuscustomerscouldonlyconnect8.7percentofthetime.ReadmoreNote(s):Australia;January1toMarch31,2022Source(s):OpenSignalAverage5GdownloadspeedsinAustraliaasofMarch2022,byoperator(inMbps)Average5GdownloadspeedsinAustralia2022,byoperator300268.8242.925020015010050114.50OptusTelstraVodafone24/statistics/1244257/australia-5g-download-speed-by-operatorAccordingtodatacollectedinAustraliabetweenJanuaryandMarch2022,Optushadthehighestaverage5Gdownloadspeedoftheoperatorssurveyed.Optuscustomerswitha5Genableddeviceexperiencedanaveragedownloadspeedof268.8Mbps.ReadmoreNote(s):Australia;January1toMarch31,2022Source(s):OpenSignalMostusedmobilepaymentsbybrandinAustraliaasofJune2023MostusedmobilepaymentsbybrandinAustralia2023Shareofrespondents0%10%20%30%40%50%ApplePay54%AfterpayPayPal35%29%GooglePay24%CommBankTap&PayZipPay21%20%ANZTapandPayBankAustraliaTapandPayNABPay14%9%7%7%SamsungPayAlipay6%6%5%MastercardClicktoPay(Masterpass)OpenPay25Description:WeaskedAustralianconsumersabout"Mostusedmobilepaymentsbybrand"andfoundthat"ApplePay"takesthetopspot,while"WeChatPay"isattheotherendoftheranking.ReadmoreNote(s):Australia;July2022toJune2023;561respondents;18-64years;respondentswhousedmobilepaymentinrestaurants,storesandotherpointsofsaleinthepast12months(Health,Finance,Insurance)Source(s):

ConsumerInsightsMobilepaymentsbysituationinAustraliain2022MobilepaymentsbysituationinAustralia2022Shareofrespondents0%5%10%15%20%25%30%35%40%IwouldliketopaywithmysmartphoneallthetimeForeverydaypurchases(e.g.food)ForfoodanddrinksinbarsandcafésForfoodanddrinksinrestaurantsForminorpurchases(e.g.decorationitems)ForpublictransportationticketsForadmissiontickets37%16%15%15%13%12%10%10%FortravelbookingFormajorpurchases(e.g.washingmachine)Idon'twanttopaywithmysmartphoneatallOther8%20%1%Don'tknow5%26Description:Whenaskedabout"Mobilepaymentsbysituation",mostAustralianrespondentspick"Iwouldliketopaywithmysmartphoneallthetime"asananswer.37percentdidsoinouronlinesurveyin2022.ReadmoreNote(s):Australia;fourwavesfrom07January2022to11December2022;2034respondents;18-64yearsSource(s):ConsumerInsightsCHAPTER

05MobileappsLeadingsocialmediaappsinAustraliaasofJanuary2022,bydownloadsLeadingsocialmediaappsdownloadedinAustralia2022Numberofdownloads05,000,00010,000,00015,000,00020,000,00025,000,00030,000,00028,420,920FacebookInstagram26,387,614Pinterest12,228,228Google8,584,803Twitter7,561,782Reddit4,761,2742,720,8301,859,2451,777,431482,836Tumblr-Culture,Art,ChaosYubo:MakenewfriendsMetaBusinessSuiteNextdoor:YourNeighborhood28Description:ResearchfromAppMagicsuggestedthatFacebookcontinuedtodominatetheAustraliansocialmedialandscapebyowningtwomostdownloadedsocialmediaappsasofJanuary2022.ThenumberofFacebookdownloadsamountedtoover28million,followedbyInstagram,Pinterest,andGoogle.ReadmoreNote(s):Australia;asofJanuary2022Source(s):AppMagicLeadingvideoondemandappsinAustraliaasofJanuary2022,bydownloadsLeadingvideoondemandappsdownloadedinAustralia2022Numberofdownloads5,000,000

10,000,000015,000,00020,000,00025,000,00022,377,897Netflix9Now10,575,2949,308,8248,077,7427,279,3225,398,0085,138,1753,621,0131,681,424Stan.Disney+7plusAmazonPrimeVideoFoxtelGoTubi-FreeMovies&TVShowsIMDb:Yourguidetomovies,TVshows,celebrities29Description:AccordingtoAppMagic,Disney+wasthemostdownloadedvideoondemandappinAustraliaasofJanuary2022witharound22.4milliondownloads.9Nowfollowedbehindatovertenmilliondownloads.

ReadmoreNote(s):Australia;asofJanuary2022Source(s):AppMagicLeadingmusicappsinAustraliaasofJanuary2022,bydownloadsLeadingmusicserviceappsdownloadedinAustralia2022Numberofdownloads05,000,00010,000,00015,000,00020,000,00025,000,00023,776,827Spotify:MusicandPodcastsYouTubeMusic8,713,119SoundCloud-Music&SongsGarageBand7,669,1215,082,0903,646,2652,079,663Smule:Sing10M+KaraokeSongsTuneInꢀRadio:Music&SportsSimpleRadio-LiveAMFMRadio&MusicAppDrumPadMachine-beatmakeriHeart:#1forRadio,PodcastsSimplyPianobyJoyTunes1,804,1381,788,3301,638,9311,437,7271,402,3161,302,7851,278,368AppleMusicUltimateGuitar:Chords&TabsmyTunerRadio-LiveStations30Description:AccordingtoAppMagic,SpotifywasthemostdownloadedmusicserviceappinAustraliaasofJanuary2022witharound23.8milliondownloads.YouTubeMusicandSoundCloudMusiccameinsecondandthird,withapproximately8.7millionand7.6milliondownloads,respectively.Furthermore,in2022,justunderhalfofAustralianconsumerswhospentmoneyondigitalmusiccontentdidsofromSpotify,makingthemusicstreaminggiantoneofAustralia'smostpopularmusicserviceapps.

ReadmoreNote(s):Australia;asofJanuary2022Source(s):AppMagicLeadingfinanceappsinAustraliaasofJanuary2022,bydownloadsLeadingfinanceappsdownloadedinAustralia2022Numberofdownloads02,000,0004,000,0006,000,0008,000,00010,000,00012,000,00014,000,000CommBankPayPal-Send,Shop,ManageAfterpay-Buynow.Paylater.Stocard-RewardsCardsWalletGooglePay:Save,Pay,ManagePlus500Trading12,405,4566,937,2115,739,8384,001,2033,168,8891,572,1051,398,1051,350,4031,254,9971,107,001XeCurrency&MoneyTransfersKlarna|Shopnow.Paylater.CoinSpot-Buy&SellBitcoinBinance:BTCNFTsMemes&Meta31Description:AccordingtoAppMagic,CommBankwasthemostdownloadedfinanceappinAustraliaasofJanuary2022witharound12milliondownloads.PayPalfollowedbehindat6.9milliondownloads.ReadmoreNote(s):Australia;asofJanuary2022Source(s):AppMagicConsumerspendingonmobileappsinAustraliafrom1stquarter2020to2ndquarter2021,bycategory(inmillionU.S.dollars)MobileappspendinginAustralia20