PC and Internet Market

A recent report released by the Australian Institute of Technology and Commerce rated Australia in the top five most penetrated PC markets in the world. Australia is currently fifth, following Norway, Denmark, the United States and Switzerland. In Australia, the number of PCs installed reached almost 16.5 million in 2008 or 776 per 1000 people.The total PC installed base there is expected to reach more than 19.2 million by 2012.

Gartner defines the term "installed base of PCs" as the estimated number of PCs in use as opposed to the number shipped over a given period. This was reported in Gartner's PC forecast and market share reports.

The growing PC market in Australia serves as an indication that IT is widely growing within the country and Australians are becoming more tech-savvy. This is not only for businesses but also an indication for households.

According to a recent report done by Nielsen in March 2009, more Australians than ever before are signing up for broadband services. In 2007 84 percent of Australian Internet users reported to have broadband access at home. In 2008 that figure reached 97 percent. This increase in consumption has lead to an increase in the amount of media multi-tasking – over three in five Internet users (61%) watch television while online and half (50%) use the Internet while listening to the radio. Of those consumers who report multi-tasking, the Internet is most commonly cited as the primary focus.

Mobile Market

Market Trends

Australia's mobile market comprises of both 2G and 3G services. This is discussed in greater detail at Australia: Mobile landscape.

According to the Mobile Communication Statistics, Trends and Forecasts released by BuddeComm, the number of mobile users are bound to see a decline by the year 2011.

Year	No of Subscribers	Growth
2004	16,411	14.9%
2005	18,072	10.1%
2006	19,445	7.6%
2007	20,800	7.0%
2008	22,123	6.4%
2009	23,135	4.6%
2010	23,714	2.5%
2011	24,188	2.0%

Source: BuddeComm

Mobile Data

Although there are mobile data, wireless broadband and mobile media components in the mobile market, 90% of the revenue generated for the market comes mainly from text messages and voice calls. marketreasearch.com predicts that revenue from the mobile data, wireless broadband and mobile media will only come in 2012 -2015, after full-blown, end-to-end IP-based wireless broadband infrastructure is in place in Australia.


Overall Usage


Source: Neilsen