Everywhere you look these days people seem to be using smart phones, but for website owners it’s extremely useful to find actual facts and figures for smart phone usage – and in particular estimates for the future. The smartphone market also makes up a large chunk of the mobile web browsing audience, including active searchers looking for businesses on the go. Therefore it’s of particular consequence for local businesses with a web presence. It also indicates a rise in social networking sites, such as Twitter, Instagram and Facebook, that can’t be accessed on standard feature phones.
A recent survey by HorizonPoll sought to build a picture of smartphone ownerships and demographics by interviewing adults aged 18 and over from a wide range of backgrounds. This gives New Zealand businesses a strong understanding of the shape of the mobile market.
- 79% of adults predicted to have a smartphone by September 2015, and currently 69% have one. The biggest statistic to come out of this survey is that nearly 80% of adults throughout New Zealand are predicted to own a smartphone by September next year – either already owning one or planning to get one. This indicates a drastic shift to smartphones over traditional feature phones that makes it safe for marketers and webmasters to assume that most people own a smartphone.
- More men than women own smartphones. For men the rate is 78%, while for women the rate is 60%. However this could partially reflect that there is a larger population of elderly women than men, and those aged 75+ are the least likely to own a smartphone (just 23%).
- Young people are more likely to own smartphones. Unsurprisingly, smartphone ownership was highest amongst those aged 18-24 at 90%, and second highest amongst those aged 25-34 at 86%. If your target audience is anywhere within this range, it’s more than safe to assume they have a mobile device.
- Android is the most used operating system. At 41%, Google-made OS Android has the largest share of the mobile device market. After this is iOS at 19%, which can only be used on Apple devices, and then Windows Mobile at 3%.
- Higher income adults are more likely to own a smartphone. The ownership rate amongst those earning $150,000 or more is said to be 100%, while the rates were lowest amongst those earning $20,000-30,000 a year. Around 89% of middle-income adults have a smartphone.
New Zealand smartphone usage is set to grow over the next year, and considering the majority of adults already own a smartphone this makes it even more important for business website owners and social media managers to pay attention to this vital audience.