NZ smartphone ownership up to 44 percent of households

NZ smartphone ownership up to 44 percent of households

IDC study finds smartphone ownership took massive leap in last year, influenced by cheaper phones and data plans.

Smartphone ownership in New Zealand households has jumped from 11 percent last year to 44 percent in 2012, according to research by IDC New Zealand.

According to IDC’s Consumerscape 360˚ study, the increase is largely due to more competitively priced phones, and a demand from consumers for access to applications and the internet while on the go.

With the increased use of smartphones, IDC predicts mobile data revenue will grow at a compound annual growth rate (2011 to 2016) of 16.6 percent.

IDC adds that as the smartphone penetration rate in New Zealand increases, consumer demand for value will continue to influence how carriers package their data and voice plans.

"The average customer now gets more value for their dollar than they did at the beginning of 2011 with more minutes, text and data available for more customers," says Glen Saunders, telecommunications analyst at IDC NZ.

"It's been an extremely exciting year with cheaper smartphones, a broader range of promotional and product offers from all the mobile operators and of course more and more people are starting to understand what 'apps' are. But for mobile operators to capitalise on these growth trends, the real challenge is about helping customers help themselves through better education."

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