Frost & Sullivan reports 64 percent of New Zealanders aged between 15 and 65 own a smartphone. Android accounts for almost two-thirds of those phone with a 64 percent market share, Apple’s iOS is at 24 percent.
Smartphone ownership will increase to 90 percent by 2018. Frost & Sullivan says Apple’s share will drop further in coming years.
Usage patterns are changing. Five years ago smartphones were mainly used for voice and text. Frost & Sullivan’s Phil Harpur says 44 percent of NZ smartphone owners use mobile media and 61 percent using social networking. More than a third of NZ smartphone owners use their devices for job search at least once every six months.
Tablets will grow even faster
At the moment 26 percent of New Zealanders own a tablet and 42 percent of households have at leave one. By 2018 that figure will be 78 percent.
Again Frost & Sullivan predicts Apple’s market share will drop from today’s 59 percent to less than 40 percent as other brands enter the market with cheaper devices.
Frost & Sullivan says 62 percent of tablet users read a news article on an internet site at least once a month. However, a significant proportion of tablet users do not read newspaper articles at all online.