Australian mobile device usage report

Today, the Mobile Industry Group of peak digital industry body, Australian Interactive Media Industry Association (AIMIA), released its’ 8th annual Australian Mobile Phone Lifestyle Index, replete with statistics on the use of handheld devices (smartphone and tablets) to access the Internet.

The report includes a special topic:  The Impact of Tablets on Mobile Phone Use.

The survey covered:

  • The socio-demographic and mobile phone profile of Australian mobile phone owners
  • How Australian mobile phone owners are using their mobile phones, and how often
  • How Australian mobile phone owners plan to use their phones in the near future
  • The use of websites, compared to the use of applications on the mobile phone
  • The current purchasing behaviour of Australian mobile phone users in terms of specific services and content
  • The current level of engagement with SMS and MMS messages received from businesses
  • The level and type of engagement with a range of different types of advertising and marketing messages received on the mobile phone
  • Current awareness and use of mobile phone applications among Australian mobile phone owners

Tablet penetration is reflected in growth of respondent ownership from 16% in 2011 to 40% in 2012. Apple dominates with iPhone and iPad the most popular handset and tablet.

Apple’s iPhone demonstrated the greatest mobile phone growth. From 9% in 2009, iPhone ownership grew to 40% in 2012, with Nokia the biggest loser, as it’s ownership percentage fell by a corresponding amount from 47% to 16%.

Of those respondents who did not own a smartphone when questioned, 40 per cent planned to purchase one in the next 12 months. Based on the survey results, 80 per cent of respondents would own a smartphone by end of 2012 and 84 per cent would own a smartphone by mid-2013.

This year’s survey also reviewed how Australians are using their mobile phones to make purchase decisions. The data reflected that approximately 40 per cent of respondents use their mobile phone to compare prices online and to look at product or service reviews before making a purchase decision.

For Australian companies considering engagement with consumers via mobile websites and apps on handheld devices, there is a wealth of valuable data in this report.

Source:
8th Australian Mobile Phone Lifestyle Index (PDF, 4.48 Mb)

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