In 2023, the two smartphone operating systems with the largest market share in Australia were Apple’s iOS and Google’s Android. As of January 2024, iOS held a ** percent share of the mobile operating system market in Australia. Smart phone hardware and users It’s hardly surprising then, that Apple also had a share of over half of the device market in **********. By comparison Samsung, the leading Android device manufacturer, had a share of just over ** percent. By comparison, other companies all had market shares of around *** percent. In 2018, 90 percent of Australians aged 12 and over owned a smartphone, with ** percent aged between 25 and 54 owning a device. Market penetration of smartphones in Australia Most mobile phone users in Australia use smartphones; the penetration of smartphone devices in Australia in 2016 was around ** percent of the population, and this was estimated to increase to around ** percent by 2022. Additionally, estimates suggest that in 2019, ** percent of Australian mobile phone users would use smartphones.

As of March 2024, Android operating systems for smartphones held a market share of 53.4 percent in Australia. Android has consistently been the leading mobile phone operating system in the country, however, iOS has been increasing its market share over the past decade. Smartphone OS market share in Australia Smartphones become increasingly more advanced in their technological capabilities and have connectivity. This has allowed users to stream media, make digital payments, and surf the internet almost anywhere in the world. The mobile phone internet user penetration will reach almost three quarters of the population of Australia in 2021. The vast majority of people in Australia already have a mobile phone, with the number looking likely to continue increasing. The smartphone industry is also on the increase globally with over 78 percent of the world’s population due to own a smartphone by 2020. The dominance of the Android operating system on the global smartphone market can be seen in the Australian market. It's biggest competition has been Apple's iOS. The fierce competition between the two smartphone operating systems has intensified over the years, with iOS accounting for a significantly larger market share recently.

The mobile device market in Australia has been and continues to be dominated by Apple phones; the company has had a comfortable market lead since 2011 with a share always in excess of ** percent. During the same time period, Samsung phones were the next most popular mobile device choice for Australians; the company have also held a steady share of the market and a clear lead over their next most popular rivals from a variety of manufacturers. The Australian smartphone market The number of smartphone users in Australia is gradually increasing year on year, with user numbers expected to reach over ** million by 2023. Market penetration of smartphones is also increasing gradually and is expected to reach around ** percent penetration rate by 2023. The majority of Australians across all age groups were smartphone owners. Smartphone operating systems Both Android and iOS were the market leaders of smartphone operating systems in Australia. Apple iOS devices were responsible for the largest share of mobile web traffic in 2022.

Australia smartphone market size reached 30.3 Million Units in 2024. Looking forward, IMARC Group expects the market to reach 34.8 Million Units by 2033, exhibiting a growth rate (CAGR) of 1.54% during 2025-2033. The evolution of high-speed mobile networks (like 5G) and improved connectivity options, which enhance the overall smartphone experience, is primarily driving the market growth across the country.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2025-2033. Our report has categorized the market based on operating system, display technology, ram capacity, price range, and distribution channel.

The Mobile Phone and Tablet Wholesaling industry has come up against challenging trading conditions. Pandemic-induced restrictions caused sales to slow during the year years, with a slump in mobile phone density and demand from wireless telecommunication carriers halting product demand. Sales in the post-pandemic environment have continued to trend down, with strong inflation and rising interest rates discouraging smartphone replacement during the cost-of-living crisis. Overall, industry revenue has been falling at an annualised 1.3% over the past five years and is expected to total $15.4 billion in 2024-25, when revenue will climb by an estimated 2.2%. Technological advancements and evolving consumer preferences have continued to impact consumer demand for mobile phones and tablets. Enhancements in network technology, particularly the rollout of 5G, have broadened the industry’s market potential. The phase-out of the 3G network, in late 2024 has prompted an upswing in mobile phone replacements. Yet, cost pressures have led consumers to gravitate towards more budget-friendly Android devices and delay replacement cycles by up to six months. The ever-expanding capability of smartphones has placed downwards pressure on tablet demand. Going forwards, industry revenue is forecast to grow at an annualised 1.2% over the five years through 2029-30 to $16.3 billion. Technological advancements will continue driving consumer interest, with major players like Apple, Samsung and Huawei set to release new iterations of their flagship products. The excitement around innovative devices, like foldable, could stimulate sales. Despite this, tablet demand may slide as enhanced smartphone functionality will overlap with what tablets offer, leading to lower sales. Mounting competition among wholesalers will heighten price reductions, eroding profitability for wholesalers.

The Australia Smartphone Market was valued at USD 5.62 Billion in 2024 and is expected to reach USD 6.31 Billion by 2030 with a CAGR of 2.01%

An estimated **** million smart phones were shipped in the second quarter of 2017 in Australia, with Apple as the most successful single manufacturer with a ** percent share of the market. In the same year, Samsung were the second most successful with a ** percent market share.

Smartphone operating systems in Australia

Apple’s own smartphone operating system, iOS, had a market share of around ** percent in Australia as of December 2018. By comparison, Google’s Android operating system had an over ** percent market share. Other mobile operating systems, for example Blackberry and Windows, had less than one percent market share.

Smartphone owners

In 2018, ** percent of individuals in Australia aged between 25 and 34 owned a smartphone, as did ** percent of those between ** and **. The penetration rate of smartphones has increased year on year since 2012, from less than half of the population to just over ** percent as of 2016. This upward trend is expected to continue, reaching around ** percent in 2022.

Smartphone user penetration is expected to amount to just under ** percent of all mobile phone users in 2022. The penetration rate of smartphones in the country has increased year-on-year since 2012, from less than half of the population to just over ** percent as of 2016.

Smartphone manufacturers

As of the second quarter of 2017, Apple had a market share of just under ** percent of smartphone shipments in Australia. Whilst this represents a reduction from the final quarter of 2016, the manufacturer’s iPhone continues to have the largest market share, having done so since early 2014.

Brands and operating systems

In 2018, around ** percent of Australians had personal mobile smartphones made by Apple and just over ** percent used Samsung devices. Huawei, HTC and Nokia were the brand of choice for just *** to ***** percent of personal users.

Despite Apple’s larger market share for hardware, Android is the leading operating system for smartphones in Australia with a market share of just over ** percent in December 2018. This can be attributed, however, to Android being available across a wide range of devices from different manufacturers.

Android had a market share of 63.3 percent among smartphone operating systems in Japan in September 2024, while iOS held a market share of 36.4 percent. Based on factors such as purchases, bills, and usage, Android was the leading operating system in Japan throughout all of the prior months in 2024.Smartphone market in JapanA breakdown of smartphone shipments by vendor shows that Apple is the undisputed leader in the Japanese market, although Google managed to significantly increase its market share with the release of new Google Pixel models since 2023. Several major Japanese companies, such as Sharp, Kyocera, and Sony, continue to play a role in their home market, but have difficulties defending their market shares against their international competitors. This situation is also reflected by a ranking of the best-selling device models, which is usually dominated by iPhone models. Smartphone usageSmartphones have become an indispensable device for many Japanese consumers. A look at the household penetration rate reveals that about nine out of ten households now own smartphones. Smartphones have surpassed computers as the leading device used to access the internet. This change is also reflected by the average time people spend on using the internet via mobile devices per weekday, which has increased significantly in recent years.

Snapshot img

Refurbished Smartphone Market Size 2025-2029

The refurbished smartphone market size is forecast to increase by USD 65.06 billion, at a CAGR of 14.2% between 2024 and 2029.

Major Market Trends & Insights

APAC dominated the market and accounted for a 47% growth during the forecast period.
By the OS - Android segment was valued at USD 26.43 billion in 2023
By the Price Range - Low-priced segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 218.28 billion
Market Future Opportunities: USD 65.06 billion 
CAGR : 14.2%
APAC: Largest market in 2023

Market Summary

The market is witnessing significant traction as businesses and consumers increasingly recognize the economic and environmental benefits of reusing technology. According to a recent study, the market is projected to reach a value of USD 69.2 billion by 2027, growing at a steady pace. This expansion is driven by the easy availability of refurbished smartphones on various online and e-commerce platforms, which cater to the increasing demand for affordable yet functional devices. Moreover, the refurbishing process ensures that these devices are restored to their original performance levels, providing an attractive alternative to buying new smartphones.
This trend is particularly noticeable in industries such as education, healthcare, and non-profit organizations, where budget constraints are a significant factor. As the circular economy gains momentum in the electronics industry, the market is poised to continue its growth trajectory, offering a sustainable and cost-effective solution for businesses and individuals alike.

What will be the Size of the Refurbished Smartphone Market during the forecast period?

Explore market size, adoption trends, and growth potential for refurbished smartphone market Request Free Sample

Refurbished smartphones represent a significant segment of the mobile device market, with an estimated 15% of all smartphones in use being refurbished. This trend is expected to continue, as the refurbished market is projected to grow by 10% annually. The refurbishment process involves various stages, including re-manufacturing processes, screen repair techniques, and hardware diagnostics tools. These techniques enable the restoration of devices to a high standard, ensuring they meet customer warranty programs and maintain a resale value. The environmental impact reduction is a crucial aspect of refurbishment, as it contributes to e-waste recycling programs and extends product lifecycles.
For instance, refurbishing a single device saves the energy equivalent of charging a laptop for over 30 hours. Comparing the refurbished and new device markets, refurbished devices accounted for approximately 3% of total sales in 2020, while new devices accounted for 97%. However, the refurbished market is expected to gain market share, as it offers significant cost savings and environmental benefits. Moreover, refurbishment facilities employ various strategies to optimize operational efficiency metrics, such as component refurbishment, quality control procedures, and logistics optimization. These strategies contribute to the extended device lifespan and the adoption of circular economy principles.
In summary, the market is a growing and dynamic sector, offering significant benefits to businesses and consumers alike. Its continuous evolution is driven by operational efficiency improvements, cost savings, and environmental sustainability.

How is this Refurbished Smartphone Industry segmented?

The refurbished smartphone industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

OS

  Android
  iOS


Price Range

  Low-priced
  Medium-priced
  Premium


Distribution Channel

  Online
  Offline


Brand

  Apple
  Samsung
  Others


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    UK


  APAC

    Australia
    China
    India
    Japan
    South Korea


  Rest of World (ROW)

By OS Insights

The android segment is estimated to witness significant growth during the forecast period.

The market is experiencing substantial growth, with the reconditioned Android operating system leading the charge. In 2024, the Android OS segment expanded in numerous countries, including the US, China, India, the UK, and Indonesia, accounting for a significant market share. While numerous suppliers offer Android OS, major players like Samsung Electronics Co. Ltd. utilize their proprietary systems, such as Tizen OS, on their devices. Circular economy principles are a significant factor fueling this market expansion. Re-manufacturing processes involve screen repair techniques, hardware d

Snapshot img

Rugged Tablet Market Size 2024-2028

The rugged tablet market size is forecast to increase by USD 208.84 million at a CAGR of 4.69% between 2023 and 2028.

The market is experiencing significant growth, driven primarily by increasing demand from the defense sector and a growing preference for feature-rich devices. These devices are essential for military personnel and first responders, who require reliable and durable IOT technology to operate in harsh environments. The defense sector's demand is expected to continue, fueling market expansion. However, the high initial procurement cost of rugged tablets remains a significant challenge for both consumers and organizations. Despite this hurdle, companies can capitalize on market opportunities by offering competitive pricing and financing options. Additionally, continued innovation in rugged tablet technology, such as advanced security features and longer battery life, will further differentiate market offerings and attract buyers.
In summary, the market is poised for growth due to increasing demand from the defense sector and a preference for feature-rich devices, but high initial procurement costs present a significant challenge that companies must address to capitalize on market opportunities.

What will be the Size of the Rugged Tablet Market during the forecast period?

Request Free Sample

The market continues to evolve, driven by the increasing demand for reliable and durable mobile computing solutions across various sectors. These devices, characterized by their ruggedized design, long battery life, and data logging capabilities, are finding applications in law enforcement, public safety, industrial automation, workforce management, and more. The integration of mobile device management systems ensures seamless deployment and maintenance of these devices. Rugged tablets feature capacitive touchscreens, offering improved user experience and compatibility with various applications. Biometric authentication adds an extra layer of security, making these devices ideal for data-sensitive industries. Machine control and remote monitoring applications benefit from their robust design and long battery life.
Point of sale systems, field data collection, enterprise mobility, asset tracking, emergency response, and meter reading are just a few of the many applications that rugged tablets support. The integration of mobile payments, virtual reality, and augmented reality further expands their potential use cases. Rugged tablets undergo rigorous testing, adhering to standards such as mil-std-810g and IP rating, ensuring their ability to withstand harsh environments. Hot-swappable batteries, tablet PCs, and drop resistance add to their versatility and reliability. The ongoing development of operating systems, edge computing, cloud computing, and the Internet of Things further enhances the capabilities of rugged tablets, making them indispensable tools for businesses and organizations in need of mobile computing solutions.

How is this Rugged Tablet Industry segmented?

The rugged tablet industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

OS

  Android
  IOS
  Windows


Technology

  Semi-rugged
  Fully-rugged
  Ultra-rugged tablets


Size

  Under 8 Inches
  8-10 Inches
  Over 10 Inches


Distribution Channel

  Online Retail
  Direct Sales
  Distributors


Geography

  North America

    US
    Mexico


  Europe

    France
    Germany
    Italy
    Spain
    UK


  Middle East and Africa

    UAE


  APAC

    Australia
    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW)

By OS Insights

The android segment is estimated to witness significant growth during the forecast period.

In the dynamic and evolving the market, the Android operating system holds a significant presence, catering to various industries' demands for durability and functionality. Rugged tablets, characterized by their ruggedized design and long battery life, are engineered to thrive in harsh environments. The Android OS, with its user-friendly interface and versatility, is a popular choice for these devices. Industries such as manufacturing, logistics, healthcare, and field services are adopting rugged tablets with Android OS for their unique advantages. In manufacturing, these tablets enable real-time data access, inventory management, and process monitoring on the factory floor. In logistics, they optimize supply chain visibility, asset tracking, and delivery management.

The healthcare sector leverages Android rugged tablets for patient data management, medical imaging, and point-of-care applications. Industrial automation and machine control applications benefit from

We asked Australian consumers about "Most popular smartphone brands" and found that ******* takes the top spot, while ****** is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 2,611 consumers in Australia. Looking to gain valuable insights about smartphone customers across the globe? Check out our reports about consumers of smartphone brands worldwide. These reports offer the readers a comprehensive overview of smartphone users: who they are; what they like; what they think; and how to reach them.

In a survey conducted in 2019 about mobile phone activities in Australia, about ** percent of respondents stated they used their mobile phones to send messages. Other activities respondents performed with their phone included video calling, using Google Maps, online banking, and social media.

 Mobile market  

The smartphone market in Australia has evolved in line with other developed countries and Australians have shown their affinity for mobile devices. There are more mobile phone subscriptions than the population of the country. The leading smartphone brands were Apple, followed by Samsung. Accordingly, iOS and Android dominate the operating system market.

 The future is **

The introduction of ** technology has created more opportunities for Australians to stay mobile. Over half of Australians surveyed stated that they would consider using ** as an alternative to the National Broadband Network. Even still, Australians with ** capable handsets were only connected to ** less than **** percent of the time. The recent global pandemic has made it clearer than ever that a reliable and accessible telecommunication network is essential in a world where people are increasingly relying on technology to stay connected. With ** continually being rolled-out across the nation, mobile internet will likely gain a larger share of the market.

The mindfulness meditation application market size is estimated to be worth US$ 172.3 million in 2024. Increasing awareness about mental health and stress management drives the demand for mindfulness meditation applications. The adoption of mindfulness meditation applications is predicted to rise at a CAGR of 10.5% through 2034.

Historical Performance and Future Growth of the Mindfulness Meditation Application Market

Category-wise Insights

Country-wise Insights

In the second quarter of 2025, Samsung's market share of smartphones in South Korea amounted to nearly 69 percent, higher than in any other country or territory in the Asia-Pacific region. In comparison, Samsung's market share of smartphones in China was the lowest in the region during that period. Samsung Electronics’ global dominance in the smartphone market Samsung Electronics, a global electronics giant based in South Korea, has maintained dominance in the smartphone industry through innovation, scale, and diverse product offerings. Its Galaxy series spans premium to budget models, appealing to a wide range of consumers. Samsung’s advantages include advanced display technology, powerful processors, and pioneering features like foldable screens. The company led the global foldable smartphone market in 2024. As a leading producer of key components such as chips and displays, Samsung effectively controls its supply chain, ensuring cost efficiency and market control. Overall, despite competition from Apple and Chinese smartphone brands, Samsung, with a nearly 20 percent market share of global smartphone shipments, remains one of the leading smartphone vendors worldwide.
Smartphone market leaders in major APAC markets Across the Asia-Pacific region, competition among smartphone vendors is fierce. Samsung has a weak presence in China, while rivals like Apple, Xiaomi, Huawei, OPPO, and Vivo share similarly high market positions. In India, Vivo and Xiaomi are leading the Indian smartphone market, putting Samsung under pressure to strengthen its foothold in the country. In Southeast Asia, Samsung leads with a nearly 20 percent market share overall, but faces strong competition from Xiaomi, TRANSSION, OPPO, and Vivo. Meanwhile, Apple dominates in Japan and Australia, holding more than half of the market, while Chinese smartphones are less popular as consumers tend to favor premium devices.