Android regains smartphone leadership

Mobile phone storeAlmost half a million Australians bought their first ever smartphone in the first half of 2015, with Android devices most popular, a new report shows.

A study by technology analyst firm Telsyte found that 17.2 million Aussies – or 72% of the population – now own a smartphone, with some 3.7 million sold during the first half of 2015. While that was 6% down from a year ago, it included a whopping 450,000 new smartphones users.

A Canstar Blue survey of 1,800 smartphone-users found 17% felt under pressure to buy the latest devices to keep up with their friends or family, while 61% admitted they would be lost without their phone.

According to the Telsyte study, sales of Android-based smartphones pulled ahead of the iPhone in the first half of 2015, with 54 per cent share (iPhone 41%), while Windows Phone-based devices (5%) showed relatively slow performance due to the lack of new handsets and Microsoft’s transition away from the Nokia brand.

Telsyte research showed Sony overtook HTC in the first half of 2015 to become the third largest smartphone vendor in Australia, behind Apple and Samsung.

Telsyte predicts 4.5 million smartphones will be sold in the second half of 2015. Pricing and brand are still the most important factors cited by consumers when it comes to choosing a smartphone, however an increasing level of importance is being placed on ‘lifestyle’ factors such as durability and resistance to the elements.

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