Mid-Range Androids are dominating the Australian market

Alex Kidman 18 April 2017 NEWS


Australia is becoming a mid-range Android nation.

Ask anyone to name a smartphone, and the chances are pretty good that they’ll name a premium smartphone, whether it’s a Samsung Galaxy S8 or Apple iPhone 7. That’s hardly surprising given that these are the handsets that get the majority of attention and advertising.

However, when it comes to actually buying handsets, the trends appear to be increasingly towards the mid-range, more affordable smartphone world. That’s a market dominated by Android handsets, according to the latest Kantar Worldpanel figures. In February, Android continued its march to dominance, taking 59.5% of the local market compared to 38.9% for iOS.

Australian Smartphone Market Share 3 months to February 2016 3 months to February 2017 % pt. Change
Android 55.1 59.5 4.4
iOS 38.2 38.9 0.7
Windows 5.8 0.7 -5.1
Other 0.9 0.9 0

It’s not game over for Apple by any stretch, with the iPhone 7 remaining the most popular single handset with 13.9% of local sales, and bearing in mind that Apple’s market share has actually grown ever so slightly year-on-year. Mind you, that’s on the back of the absolute collapse of Microsoft’s Windows phone devices, which are now actively difficult to buy in the Australian marketplace. With no new announced handsets for some time, that's a trend that’s not likely to change any time soon.

According to Kantar's figures, while February is often a time for a slowdown in mobile sales while consumers wait to hear the news out of Mobile World Congress, what's driven the large majority of Android sales in Australia hasn’t been the Galaxy S7 (although it’s the second-best seller in single handset terms) but instead the growth in sales of mid-range phones, including handsets such as the Samsung Galaxy J5, Oppo F1s, LG Nexus 5X and Huawei GR5.

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