Australian Mobile Internet Statistics

BuzzCity has just launched a mobile advertising campaign planner. The campaign planner gives you access to some high level mobile internet statistics for countries around the world. There are some important take-aways from a quick skim over the data:

The iPhone is only one handset in a portfolio of handsets

The first statistic that really stands out is that iPhone users make up less than 1% of the mobile internet market in Australia. Therefore less than 200,000 Australian’s own an iPhone, given that almost 100% of the 20+ million Australians and some percentage less than that would actually use the mobile internet. What does this mean? It means that the iPhone should only form part of your mobile offering, along with all the other available handsets.


XHTML services have viability

BuzzCity says 22% of mobiles accessing the internet have an XHTML browser feature. This would imply about 4.4 million handsets with the ability to checkout standard XHTML websites.

XHTML browsing may only make up 22% of handsets accessing the internet but if you combine this with figures indicating that iPhone users consume much more data than other users then you could assume that XHTML mobile users consume more than non-XHTML mobile users. This might be because those users are more savvy, have better phones, or just have a better browsing experience because of richer data or a richer browser.

So, it would now seem viable to develop straight XHTML services to suit your mobile users which will make development easier.

Further Information

Where it starts to get interesting is mixing this data up and being able to drill down from all different angles at once. Unfortunately, the statistics BuzzCity provides are just broad at the stage, but they do serve as a great starting point for mobile internet usage. Something that needs to be done is to verify these statistics against statistics from others.

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3 Responses to “Australian Mobile Internet Statistics”

  1. 1 Scott Middleton June 19, 2009 at 12:36 pm

    Thanks Michael, I had a feeling their statistics were a bit skewed.

  2. 2 Michael Stone June 19, 2009 at 12:36 pm

    Hi Scott,

    I agree generally with your comments i.e. there is more to mobile than the iPhone and that mobile sites need to start taking advantages of the handset capabilities.

    However, be careful how you interpret statistics!

    1. BuzzCity is quoting page views, not subscribers so you cannot assume that 1% of page views for Apple means that 1% of handsets in Australia are iPhones. In fact, we estimate the figure is closer to 3% (600,000).

    2. The BuzzCity sample size is 9.6m page views per month out of a total Australian mobile internet traffic of 2 – 5 billion (my quick estimate) so it is definitely not statistically significant.

    3. The statistics are mainly gathered from the MyGamma social networking site which will have a certain demographic and cultural skew.


    Michael Stone
    Amethon Solutions

  1. 1 Australian Mobile Internet Statistics Links « Scott Middleton – Relevant, local & mobile Trackback on December 3, 2009 at 7:20 am

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