TLDR
Samsung-commissioned research found 22% of Australians aged 18 to 24 mainly use their smartphone for calls and texts, against almost 80% of those aged 55 and over. Across all adults, calls and texts as the main use fell from 67% in 2019 to 53% this year.
KEY TAKEAWAYS
The age gap
Only 22% of Australians aged 18 to 24 say their main use of a smartphone is calling and texting. Among those aged 55 and over, the figure is almost 80%.[1] Put another way, roughly one young adult in five still treats the phone mainly as a phone.[3]
The research was commissioned by Samsung Electronics Australia and conducted by Pureprofile, which surveyed 1,092 Australians aged 18 and over between 8 and 14 September 2026.[3] Samsung published the results on 21 October.[1] It is vendor research from a company that sells phones, so the findings are a snapshot rather than official statistics.
What changed since 2019
Across all adults, calls and texts as the main use fell from 67% in 2019 to 53% in 2026. Social media as the main use rose from 17% to 24% over the same period, and work and productivity use rose by almost 50%.[1]
Sixty per cent of respondents said productivity on their phone matters more to them than it did in 2019, and 63% said the same of photography. Asked about the innovation they did not know they needed, 44% chose replacing their wallet, keys and ID.[2]
Gary Mortimer, Professor of Marketing and Consumer Behaviour at Queensland University of Technology, said: "The smartphone has evolved from a communication device into a digital life hub." He described phones as "all-in-one tools for work, payments, navigation, social connection and AI-powered assistance."[1]
What it means for marketers
For anyone planning media for under-25s, the survey supports what most social-first plans already assume: the hours on a young person's phone go to feeds, apps and work tools, and very little to voice or SMS. Campaigns that lean on text messages to reach that group are working against how the group says it uses the device.
Telcos face a version of the same question. Plans are still sold on calls and texts, while the survey suggests younger customers are paying for data, apps and payments. The gap between how plans are marketed and how phones are used is widest among the youngest customers.
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
How many young Australians mainly use their phone for calls and texts?
Who ran the survey?
How has phone use changed since 2019?
James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
