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Global Media Intelligence 2021: Australia

Noteworthy in 2021

Smart devices are proliferating as digital formats overtake most traditional media.

  • For the first time, more than half (52.5%) of internet users ages 16 to 64 owned a smart TV in H1 2021, versus 48.1% in H1 2020. Among individuals in high-income households, smart TV ownership passed 60% this year—though uptake in lower-income homes still lagged at 44.0%.
  • Other smart devices also gained ground. Some 15.0% of internet users polled in H1 2021 owned a smart home device, such as a remote-controlled energy monitor. Ownership was notably higher (20.7%) among individuals in high-income households.
  • Similarly, smartwatch penetration jumped about 5 percentage points year over year to 19.8% in H1 2021—though ownership among respondents ages 16 to 24 (23.6%) was more than double the rate among 55- to 64-year-olds (10.3%). Smart wristbands posted a much more modest gain, increasing to 11.8%. Minimal increases were noted in most demographics, but ownership remained below 10% among the oldest respondents.


Karin von Abrams


Anam Baig
Senior Editor
Joanne DiCamillo
Magenta Fox
Senior Chart Editor
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
Ali Young
Research Editor
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