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Smartphone Upgrade Report 2018

Smartphone slowdown: Aussies hold off on upgrading their phones

Mobile Phone flaticonDespite big tech companies releasing new models at least once a year, research shows consumers aren't upgrading as frequently. A survey of 2,011 Australians shows we're not aren't tempted by the latest and greatest models and are holding onto their smartphones for longer.

How long are Aussies holding onto the same smartphone?

3.5 years

This is up from 3 years in 2017

Which state is holding on the longest?

Generational Breakdown

Unsurprisingly, generation Y is the most hungry for a new smartphone with 12% changing smartphones after just one year. This is in comparison to only 9% of generation X and 4% of baby boomers.
Baby boomers are holding onto their mobile phones for the longest. On average, they keep their smartphone for around 58 months – that's equivalent to over 4 years

So why are Aussies upgrading?

bonus icon1 in 10

Got offered a new phone by their telco

broken phone icon1 in 5

Upgraded because their phone was broken

dead phone icon8%

Upgraded because their phone died completely

slow icon11%

Found their phone too slow

Why else are Aussies upgrading?

What brands are Aussies choosing?

apple iconApple is still king. iPhones are the number one choice for 8.6 million Aussies.
In comparison, 5.5 million Aussies choose Samsung.
49% of Apple fans plan on upgrading to a new iPhone within the next 12 months.
61% of Samsung fans will be switching to a new Samsung phone in the next 12 months.

Let's break it down a little more

boy/young icon

Younger Aussies (generation Y) can't handle a cracked screen and are upgrading their phones because it's either broken or completely dead (34%).

gift giving icon

If you're known for passing on your old phones to your parents or grandparents, you're not alone. According to our survey, 15% of baby boomers simply upgrade to a new device because they're receiving it second-hand.

woman icon

Apple is more popular among women, with 42% stating their current phone is an iPhone. Only 35% of men have an iPhone.

shopping icon

Men are more likely to purchase a phone on a whim, with 12% stating they upgraded because they saw a new phone they really liked. This is in comparison to only 10% of women who are tempted by a new model.

What to consider when you're picking a new phone

  • How much are you willing to spend?
    There are a number of cost factors you need to consider when purchasing a phone. Not only do you need to think of the upfront cost of the handset but also how much your plan will be too. Alex Kidman, Tech Expert at, says if you can afford it, you can save more by purchasing your phone outright. That way you can shop around for a SIM-only plan from a smaller provider that probably offers much cheaper deals than the big telcos.
  • What do you mainly use it for?
    If you plan on streaming a lot of content on your mobile phone, it's probably best to go for one that has a larger screen. If your device is going to double as your camera, make sure to pick one known for its good quality photos. Weigh up your needs and go from there.Everyone knows that other drivers can do scary things, but now it's clear why. If you're one of the few Australians that doesn't take risks behind the wheel you'll definitely want to have the insurance to protect yourself from the rest.
  • And don't forget you can try before you buy
    Head down to your local mobile phone store and check out a few models before you sign on the dotted line, and don't forget to compare online to make sure you're getting the best price!

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