Monday, 17 December 2018 10:43

Rapid growth in Australian mobile market for China’s Huawei, OPPO Featured


Australians are buying mobile phones from big Chinese companies Huawei and OPPO faster than they are snapping up handsets from other phone providers, according to new research which reveals Huawei’s share of purchases grew by 87% to  471,000 handsets in the 12 months to September.

According to newly published research from Roy Morgan, Huawei’s Chinese rival handset maker OPPO, which only entered the Australian market in late 2014, has grown from a standing start to be Australia’s seventh most widely held handset with 368,000 Australians owning its handsets.

But, although the two Chinese handset makers are growing faster than any of the others, they remain well behind the two market leaders, the iPhone and Samsung phones.

Australia’s most widely held mobile phone handset is again the iPhone, used by more than 8.6 million Australians and up by 16% on two years ago, while the handsets of key rival Samsung are used by over 5.6 million Australians in 2018, virtually unchanged on two years ago.

The latest findings from Roy Morgan’s Single Source (Australia) is based on a survey of over 50,000 consumers per annum, including over 15,000 interviewed about their telecommunications preferences including mobile phone handset ownership.

peter roy morgan dec17

Analysing handset ownership of Huawei and OPPO by generation shows that over half of Australians owning Huawei handsets (54%) and nearly two-thirds of Australians owning OPPO handsets (64%) are either millennials or generation Z.

According to Roy Morgan, this is far higher than for ownership of all mobile phone handsets, and under half of Australians with mobile phone handsets (45%) are Millennials or Generation Z.

Of the two younger generations it is generation Z that is more likely to own both Huawei and OPPO mobile phone handsets. Over a third of Australians owning OPPO handsets (36%) and nearly a third of Australians owning Huawei handsets (30%) are part of Generation Z, compared to 22% of Australians owning handsets overall.

The research reveals that a similar proportion of Australians owning Huawei handsets (20%) or OPPO handsets (20%) are baby boomers just less than the comparable overall figure for baby boomers of 22%. However, only 12% of Australians owning OPPO handsets and 17% of Australians owning Huawei handsets are from generation X. Nearly a quarter of Australians owning handsets are from generation X (23%).

“Chinese smartphone handset maker Huawei has been in the news for all sorts of reasons in recent weeks and months however the performance of Huawei in the competitive Australian handset market reveals Huawei, along with rival Chinese firm Oppo, is making significant inroads,” says Michelle Levine, Roy Morgan chief executive.

“The number of Australians with a Huawei handset has increased by a stunning 87% over the last two years with 471,000 Australians now owning a Huawei mobile phone handset.

“The performance of OPPO is even more impressive. Now 368,000 Australians own OPPO handsets, up from virtually nothing a few years ago. OPPO first entered the Australian mobile phone handset market late in 2014.

“Both handset makers have a strong appeal to younger Australians with millennials, and especially generation Z, providing the core of the market (over 50%) for both handsets."


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).



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