The popularity of smartphones appears to know no bounds, new research suggests.
According to a study commissioned by Commercial Radio Australia (CRA), Southern Cross Austereo (SCA) and Triton Digital, 88 per cent of Australians now own a smartphone.
That’s a staggering number, but one that shows how their appeal and usefulness isn’t something that’s confined to one particular demographic.
Smartphone ownership rates are, predictably enough, highest among 12 to 24-year-olds (95 per cent) and 25 to 54-year-olds (again, 95 per cent).
But the fact that the figure for the overall population is so high is a clear sign that smartphones are now ubiquitous and essential items for people of all ages and backgrounds.
The research, carried out by global firm Edison Research, was commissioned to help companies in the radio sector understand how people consume audio-based media.
Interestingly, radio was found to be the most popular audio option across different platforms, as 85 per cent of people had listened to a radio broadcast on some form of listening device, including smartphones, in an average week.
By contrast, just 21 per cent use Spotify in a typical seven-day period, while only ten per cent are listening to podcasts.
While these aren’t bad figures by any means, they’re an interesting sign that despite the plethora of choices on offer, radio still leads the way when people are looking for something to listen to.
Joan Warner, chief executive officer of CRA, commented: “The radio industry continues to innovate across all platforms and this study allows us to start comprehensive trending of our listeners as their audio and platform preferences evolve. ”