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In Australia, Nearly Everyone Under 50 Goes Online via Mobile Phone/e-Marketer

23 Sep

When it comes to tablets and the internet, however, demographics play a far more important role

About 75% of consumers in Australia access the internet via mobile phone, according to a June 2016 survey by Sensis. But that figure is only as low as it is because of those ages 50 and up—61% of those ages 50 to 64 do so, and just 33% of those ages 65 and up do the same.

Consumers in Australia Who Access the Internet via Mobile Phone, by Demographic, June 2016 (% of respondents in each group)

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That means for younger age groups, just about everyone is a mobile phone internet user. More than nine in 10 of those under 50 go online via mobile phone.

Within that under-50 group, there are few contrasts. And the gender breakdown of mobile phone internet users is also balanced.

But accessing the internet via a tablet is an entirely different story.

There’s a gender divide, for example: While nearly two-thirds of women use a tablet to access the internet, only about half of men do. Age, too, sees significant differences.

Consumers in Australia Who Access the Internet via Tablet, by Demographic, June 2016 (% of respondents in each group)

Those ages 40 to 49 use tablets to access the internet more than anyone else—73% of respondents confirmed they did so. The youngest and oldest surveyed were least likely to use them to go online—and they were about 30 points behind their middle-aged neighbors in penetration rates.

Overall, consumers in Australia are less likely to use their tablet to access the internet than their mobile phone.

In April 2016, eMarketer estimated that 71.5% of the population in Australia would use the internet via mobile phone this year on a monthly basis, a figure that will rise to 75% by 2020.

– See more at: https://www.emarketer.com/Article/Australia-Nearly-Everyone-Under-50-Goes-Online-via-Mobile-Phone/1014511?ecid=NL1007#sthash.LnvmQYZq.dpuf

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