Mobile Mania in Australia – Mobile Internet Usage Statistics

Last week I attended a mobile marketing breakfast held by Citrus in Melbourne. This was timely as AIMIA had also released their latest mobile study. With so many facts, figures and trends circulating it is therefore time to review and interpret just what this means for marketers.

Fact 1) AIMIA stated iPhone now represents 21% marketshare in Australia whilst a Telstra survey indicated ownership of iPhone was approx 10%.
Handset manufacturers globally and locally are very coy about releasing statistics related to handsets shipped to individual markets. As a result it is difficult to gain actual figures on handset ownership. What is however obvious from the above statistics is handset ownership of iPhone sits somewhere in the realm of 10 – 20% share in Australia. So what other manufacturers are dominating the landscape? Nokia still retains a high level of share with ownership above 40% but does seem to be slightly diminishing, whilst what is on the rise is the share of Android phones.
What this means is we have 3 to 4 dominant players which are battling for share and to quote the GM of Technology of Citrus “When creating mobile strategies don’t think handset think mobile capability”

Fact 2: 40% of smart-phone users in Australia are over the age of 40 (Source: AIMIA)
Like with social media locally and globally usage of smart-phones is becoming less generational. When mobilising your site it is therefore important to consider that it may be utilised by people of all ages thus how can you best cater for an array of individuals from different age groups.
However despite greater uptake by the older generations, it seems heavier usage still exists for younger demographics as well as for males – according to the Telstra Smartphone Index.

Fact 3: 41 per cent of consumers have installed a mobile application and of those 43% have installed less than 5 apps (Source: AIMIA)
When many organizations think mobile strategy they think apps. However these statistics show that whilst many consumers are using smartphone they are not all downloading applications. And those that are, many do so in small quantities. Therefore if your budget is small you need to decide where it will be best spent. I believe these statistics really crystallize 2 things;
1) Mobilise your existing site and build an app second
2) As app development can be expensive – do your research and your numbers and ensure that if you go down the application path that you build something unique otherwise your return may be minimal.

Fact 4: Mobile eCommence has grown in some areas and has been fairly static in others.
Statistics from AIMIA showed;
• 24% of respondents used their mobile phone for banking at least on a monthly basis, compared to 19% last year.
• 17% of respondents used their mobile phone to make payments at least on a monthly basis, compared to 12% last year.
• 12% of respondents used their mobile phone to buy things for their mobile phone at least on a monthly basis, compared to 10% last year.
• 9% of respondents used their mobile phone to buy things not for their mobile phone, at least on a monthly basis, compared to 8% last year.

What these statistics show us is that more convenience type transactions like banking and mobile payments are increasingly becoming important to mobile users. Whilst transacting for general goods seems to have remained rather static year on year. This could be because of the lack of m-commerce sites in Australia as many retailers still struggle to establish an eCommerce presence.

Fact 5: One in five use mobile search sites like Google, Yahoo and Bing daily. (Source; Telstra Smartphone Index)
In addition to the above trends, statistics from Google suggest mobile search has tripled in the past year. Trends such as these reveal the importance of creating a mobile search strategy and in particular optimising for local search.

Fact 6: Mobile advertising expenditure will reach $76m by 2015, growing at 46% a year (Frost & Sullivan)
Mobile advertising in Australia has reached $9.1 million in 2010, small compared to the projection of the next 5 years. As it is projected that mobile internet usage will surpass desktop by 2013, organisations need to ensure they are investing their marketing budget in channels where their audiences are spending their time. In Australia we have witnessed slow uptake of shifting spend from the offline to the online space and therefore organisations who exploit the trend early will benefit from low advertising rates and higher cut-through.

References

http://www.telstra.com.au/abouttelstra/download/document/telstra-smartphone-fact-sheet.pdf
http://www.prwire.com.au/pr/20488/frost-amp-sullivan-australia-s-online-general-advertising-market-worth-568-million-in-2010http://www.aimia.com.au/home/news/member-news/aimia-releases-sixth-annual-australian-mobile-phone-lifestyle-index

© Digital Marketing Lab Blog
Written By: Teresa Sperti

CATEGORY: Digital News & Trends, Mobile Marketing | POSTED BY: Teresa Sperti | COMMENTS (3)
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3 Responses to Mobile Mania in Australia – Mobile Internet Usage Statistics

  1. Not surprising on the iPhone stats, over the past twelve months I have traveled on the Manly Ferry and its transformed from a sea of newspapers to a sea of people staring at their iPhones. It kind of looks a bit sad in some ways, but I barely notice any more as I too am engulfed in cyberspace via my iPhone for the 30 minute journey.

    As an aside to this we have also noticed a huge surge in SMS marketing traffic this year too, as SMS marketers get more savvy about effective methods and eliminating the SPAM, it seems that it has become the medium of choice for reaching people in time sensitive ways.

    Brad Down
    Head of Innovation at Burst SMS

  2. Hi Brad,

    Thank you for your comments. Do you have any actual statistics you can share on that increase in SMS marketing traffic / campaigns that you can share?

    It will be an interesting space to watch over the next 12 months SMS marketing – as I believe as more organisations get their mobile site strategy in place the next logical step will be to invest in traffic acquisition for their mobile presence.

    Cheers

    Teresa

  3. Pingback: Australian Mobile Internet Usage Statistics

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