Australian Mobile Shopping Stats

Aug 25

Australian Mobile Shopping Stats

E-Consultancy have just released their Internet Statistics Compendium for Australia and New Zealand.

In March, 35% of Australians owned a smartphone, and 8% a tablet. At the ADMA Forum, Exact Target mentioned that Australian Smartphone adoption is ahead of the US by 5 – 10%. Considering the lack of use of mobile in this market by retailers, and the fact that 38% of us had downloaded a shopping app, I wonder whose websites we’re visiting – I bet it’s not Australian retailers!

All of the other figures did not particularly stand out to what I have seen out of the US and UK, but one. A report form 2009 found that 50% of Australians would not accept ads on their mobiles in exchange for free mobile content or special offers. However a recent article (February 2011) in BizReport practically found we were gagging for ads!  ( ‘Three-quarters of Australians said they were either “very” or “somewhat” comfortable with mobile ads, with nearly half (48%) citing “very”.’) I have copied the article in full below for those that are interested.

A quick summary of the main points for mobile shopping:

* 35% of Australians own a smartphone (Neilsen, March 2011). According to Exact Target who spoke lat week at the ADMA Forum, our uptake of Smartphones is faster by 5 – 10%. (Now consider how lagging retailers are in this country to take up the technology compared to the US.)

* 8% of Australians own a tablet (Neilsen, March 2011)

* Uses of mobile handsets amongst ages 16+ (Source: ACMA Mobile network broadband report, December 2010). Note that 47% use applications – although I am betting this figure is much higher now.

 

 

 

 

 

 

 

 

 

 

 

* Use of mobile handsets for specific purposes table (Source: Australian Mobile Phone Lifestyle Index, AIMIA, October 2010).I know the table is a bit hard to read, but the most interesting stats for me:

* 19% have bought things, not for their phone, in the last 12 months

* 23% use their phone to make payments

* 53% visit websites on their mobile phone

 

 

 

 

 

 

 

 

 

 

One stat from 2009 is the opposite to what I have found in more recent research:

* 50% of Australians would not accept ads on their mobiles in exchange for free mobile content or special offers. (Source: AIMIA, via ADMA, December 2009). Have a read of the article from BizReport I have added in full below. It is more recent (February 2011) and has the opposite conclusion: ‘Three-quarters of Australians said they were either “very” or “somewhat” comfortable with mobile ads, with nearly half (48%) citing “very”.’

* 68% of Australian mobile users browse the internet with their phones. (Source: ACMA, via ADMA, December 2009)

* Types of apps downloaded and used in the last 12 months (Source: Australian Mobile Phone Lifestyle Index, AIMIA, October 2010).

*** 38% have downloaded Shopping Apps ***

 

 

 

 

 

 

 

 

 

 

 

I think our Aussie consumers want us to come to the party and make it easier for them to shop and buy online. Come on Aussies – time for us to lead the world pack on this one!

BizReport : Mobile Marketing : February 09, 2011

Mobile ads? No worries, say Australians

Australians are known for taking things in their stride and is perhaps one of the most laid-back countries in the world. A new study shows this attitude even extends to mobile advertising.

by Helen Leggatt

A study conducted by InMobi, the world’s largest independent mobile ad network, and comScore shows that Australians really aren’t too bothered about ads on their mobile phones. Three-quarters of Australians said they were either “very” or “somewhat” comfortable with mobile ads, with nearly half (48%) citing “very”.

So what is it about mobile ads that make Australians so receptive to them? For over half (56%) it’s simple – they want to know about new products. For 37% they “want help in learning something”.

According to just over a third of Australian respondents, one of the best benefits of mobile ads is that they “received something for free”.

“We didn’t specifically ask what type of advertising they wanted to see,” said InMobi’s head of global research, Surag Patel, “but we did look at the perceived benefits. And what came out of that was that people want to be introduced to something new.”

In fact, Australians have the highest level of comfort with mobile ads of all 14 of the countries involved in the 20,000 consumer study “A Global Perspective on Mobile Advertising”, 12% higher than the U.S., and 7% higher than most European countries, including the U.K..

“Australia is clearly one of the world’s leading markets when it comes to mobile advertising,” said James Lamberti, Vice President of Research and Marketing at InMobi.

”Consumers are highly accepting of mobile advertising likely due to the immersive and rich experiences available on iPhone, and more recently Android, devices that prevail in this highly evolved market.”

 

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