Smartphone penetration overstated: Roy Morgan

By Wenlei Ma | 24 August 2012

Australia’s smartphone penetration stands at only 46%, below previously reported figures, according to Roy Morgan.

The 46% figure is lower than the 52% touted by a Google and Ipsos study released in May this year. A Telstra/Nielsen study put penetration at 46% in June last year.

Roy Morgan chief executive Michele Levine revealed the figure at the research company’s presentation of The Digital Universe. She said the lower-than-expected figure will surprise many people in the digital industry.

Levine said previous studies of smartphone penetration may have relied heavily on online panels whereas the Roy Morgan sample spread across the wider population.

Roy Morgan also found internet access via mobile has increased 152% in the past 12 months and internet banking on mobiles have grown a staggering 333% in the same period. Additionally, 7% of smartphone owners have made a purchase on their phones.

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