NZ smartphone and tablet penetration showing solid growth
New Zealand smartphone and tablet penetration showing solid growth
• New Zealand smartphone penetration among daily Internet users has increased to almost 60%, up from 32% in 2012
• Tablet penetration has increased to almost 20%, up from 7% in 2012
• Based on consumer-expressed interest, smartphone take-up has the potential to reach 63% and tablet take-up 35% by year-end
Ericsson today announces the New Zealand results of a recent ConsumerLab analysis that reveals smartphone and tablet ownership, usage and preferences among New Zealand daily Internet users.
Besides voice and SMS, key usage for New Zealanders’ smartphones includes: Internet browsing, mobile apps, and instant messaging.. Video clip viewing on smartphones has shown significant growth year-on-year. When it comes to main uses for tablets, New Zealanders’ are in line with global trends, with the top three uses being: browsing the Internet (66%), emailing (58%) and playing games (53%).
“We have seen massive growth in tablet ownership in New Zealand; based on consumer expressed interest, there is a good potential that by the end of the year, over one in three New Zealanders daily Internet users will own a tablet,” said Warren Chaisatien, Strategic Marketing Manager for Ericsson New Zealand.
”When asked about time of tablet use, most New Zealanders use their tablet at home in the evening (67%), followed by while watching TV (52%) and in bed before sleeping (50%). Holiday usage is next on the list. Tablets are also commonly used as a time-killer as more than 36% use their tablets while waiting for something.
“Among potential tablet users, the top three reasons for considering a tablet purchase are: portability, convenience and for connectivity,” said Mr Chaisatien.
The June 2013 Ericsson Mobility Report provides additional global usage statistics which supports New Zealanders tablet and smartphone use trends. Tablet data use is predicted to increase nearly 40% year-on-year for the next five years to 2018, bringing the average data consumption from 600 MB/month in 2012 to 3.1 GB by 2018. Furthermore, the average smartphone user is expected to consume 2 GB of data per month in 2018.
One in six (16%) of New Zealanders now own both a tablet and a smartphone.
Ericsson ConsumerLab undertook analysis of an online panel study of 500 New Zealand residents aged 16-60 who are daily Internet users.
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