Australian mobile device usage reportSeptember 27, 2012
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.
8th Australian Mobile Phone Lifestyle Index (PDF, 4.48 Mb)
From Our Clients
I have viewed all the videos and would like to commend you on the excellent quality.
I would like to thank you for the excellent editing which portrays the event as dynamic and stimulating.
I have enjoyed working with you on this important project and have been particularly impressed by your company's professionalism. The speed and accuracy of your work has been first rate and your creative input has been instrumental to the success of the project.
.. exceptional service and experience across all elements of web development from interactive strategy and marketing through to interface design and project management.
I could not be more delighted. Once again Thank You. You and your team at Digital Tsunami have been incredible.
I recently engaged Digital Tsunami to design and build my 60-page website. I'm a website copywriter who relies heavily on web-generated business, so my own online presence needs to be impeccable.
The solution that Digital Tsunami supplied is brilliant. It meets my needs perfectly; it's clean, bold, elegant, fast, and easy to edit. I've had lots of very positive feedback about it, and since launch, my request for quote rate and conversion rate have increased markedly.
The team at Digital Tsunami was incredibly responsive, delivering a solution well ahead of deadline. Their technical knowledge was exceptional, they were innovative, and they were very meticulous. What's more, they understood my business and technical requirements and translated them into a user-friendly, refined, professional site which is conceptually simple and cohesive.
I have no hesitation in recommending the website design services of Digital Tsunami to any business .. that needs a stand-out online presence.