More than three-quarters of Australians access the internet through mobile devices, a staggering growth of 208% since 2010. Access rates through Apple and Android platforms are now neck and neck.
Of the 76% who access the internet through mobile devices, 32% do through smartphones only while 9% do through tablets only and 35% do though both. The findings are from IPG Mediabrands investment and intelligence arm MagnaGlobal's report 'Unlocking the power of mobile'.
The report also found 47% of people are accessing the internet through Apple devices, which just edged out Android access which clocked in at 46%.
Fifty-seven percent of consumers surveyed expected websites to be tailored to mobile usage. The report also said increased mobile internet usage has not affected traditional internet activities such as home or office-based activities. It is seen by users as additional internet activity.
Despite the mobile access growth rates, MagnaGlobal managing director Victor Corones said there is evidence smartphone penetration rates have started to plateau.
“We recorded 30% penetration of smartphones in 2010 and this has shot to 70% currently. However we are seeing slower growth into the future and between now and 2015, smartphone ownership will grow another 8%,” he said. “For tablets, it's a bit of different story. Starting from a near zero base in 2010, penetration is expected to be 44% in 2013, rising to 55% in 2015.”
MagnaGlobal's report, now in its third year, found the number of people aged 45-years and over who are accessing the internet through mobile is 50% higher than in 2011.
Of the amount of people using mobile internet, 81% are accessing it at least once a day, an increase on 71% in 2010. Average time spent using mobile internet was 61 minutes, up from 45 minutes in 2011.
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