Media release
Horizon Research
16 August 2012
New Zealand's Smartphone Market Will Grow 20% In The Next 12 Months.
More than 55% adults will have smartphones by mid next year, according to a new Smartphone Market monitoring report from Horizon Research.
This will put the new technology into the hands of about another 621,300 Kiwis.
Based on interviews of 3,022 adults nationwide in July, the Horizon survey also finds which of 37 smartphone
applications New Zealanders most use – and most and least like using.
Part of a Horizon Market Monitor series of research projects, the study finds 36.2% of adult respondents now have
smartphones.
Horizon says there will be rapid growth in ownership: A further 19.1% say they plan to get a smartphone during the next
12 months, 3.5% of these within the next 3 months, 2.5% in the next 6 months and 13.1% in the next 12 months.
The survey indicates 55.3% of adults will have smartphones by mid-2013.
Do you have a smart phone?
A.Yes
36.2%B.No, but plan to get one in the next 3 months
3.5%C.No, but plan to get one in the next 6 months
2.5%D.No, but plan to get one in the next 12 months
13.1%E.No, and don't plan to get one
44.8%
The research also finds 2 degrees, while it has smaller market share, has more customers using smartphones than the
other two main mobile service providers: 40.8% of 2 degree customers have smartphones, 36.2% of Vodafone’s and 32% of
Telecom’s.
However, more Vodafone customers intend acquiring smartphones during the next 12 months, compared with Telecom and 2
degrees customers.
Users and potential users by providerCompany% with SmartphonesTelecom32.0Vodafone36.22 degrees40.8
Company% with an inclination to changeTelecom18.9Vodafone23.02 degrees16.2
Horizon says its study identifies which market segments by age, income, occupation and location will be looking to
acquire the new technology in the next three, six and twelve months.
Aucklanders will be moving to the new technology faster than the population as a whole.
Smartphone use is highest among 25 – 34 year olds at 53.5%. Among this group21.7% indicated they plan to get a smart
phone in the next 12 months. Horizon says Smartphone use declines as age increases.
Smartphone use also increases with income, spiking among those earning between $100,001 and $150,000 per year.
Used and favoured applications
Respondents were presented with a list of 37 applications for their smartphones and asked which ones they used and
enjoyed.
Video calling, free internet telephone calling and texting and You Tube are the top five most enjoyed applications.
The five least enjoyed applications are pay-for internet telephone services, real time location-driven advertising
offers, voice recognition to manage the phone, shopping services and making calls.
Horizon says the ranking of applications used and enjoyed could provide an important insight for those developing
applications or building e-commerce off existing applications.
Horizon is making the 22-page Monitor report, which includes 42 demographic tables covering market penetration, buying
intentions and applications used and enjoyed, available to clients in combination with access to its unique online
results analysis and reporting system.
ENDS