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
When I need a comprehensive online strategy and innovative solutions to achieve results for an important client, Andrew is the only person I need to call.
Andrew W Morse and the Digital Tsunami team are world class, creative professionals in the challenging and highly competitive business of web page design and utilisation.
He understands business, he understands marketing, he understands communication and he understands design. And most importantly, his web pages pay for themselves within weeks of going online.
Andrew helped us to see the potential of video in bringing our new website to life.
He held our hand through the process, making it as undaunting as possible.
He delivered a great selection of videos (from a one-day shoot), that really tell the Foodbank story and will be a great addition to our communications.
We have been a client of Digital Tsunami now for a number of years.
As an ASX listed company, we seek reliability with our suppliers. Digital Tsunami have proven they are reliable and trustworthy.
We host multiple websites and services through them, and use them for technical and creative work.
There has never been an issue, they are always on top of all technical details, and simply provide the best possible solution around a given budget, and get things right first time. Clearly they have excellent quality controls and that shows in their services.
The services provided included the registration of our domain name, establishment of our email accounts, and development & hosting of our website, were all executed rapidly and effectively. We also appreciate the service of upgrading our list of 150 shelf company names (in Chinese characters and English) every 2 weeks.
We valued the high level of creative design provided by Digital Tsunami, both for the website and the corporate identity.