Aussies embrace mobile apps

Dec 16

Aussies embrace mobile apps

A recent report from ACMA is top-lined below. Most of the stats we have seen before, but what is clear again is that Aussies, like smartphone users around the world, love their apps. 72% of Aussies had downloaded an app in the 6 months to April 2011. This figure would be much higher now.

The mobile revolution is taking place in consumer world, but the commercial world is taking awhile to figure out what to do about it. And the good news for Australian business, I think, is that it is not just businesses here that are lagging behind the consumer trend, but around the (Western) world. I have read a lot in the US press lately about how US business is behind adapting their communications to focus on mobile. This is our chance to embrace the challenge and get ahead. With consumer adoption and useage being higher in Australia than for most other countries, we have an extra incentive to do so.

Another thing that worries business – and in my case potential investors – is that there are so many apps how will people find it? I think this is sort of strange thinking. How do consumers find your book at the bookstore (if they actually go into the bookstores any more… I am yet another minority here), or find your shop online, or find your new deodorant in the supermarket? Well, the old way – advertise in other media to let people know about you. What about conversion on the app store? Well, we seem to have worked it out in the online world, why not here too – especially with most apps being free, or very cheap.

Yes apps are new, but why all the fuss around the competition? Competioin has always been there, and if you’re like me, you download everything and see which app works best for you. Most of them are free after all.

I think the hardest thing to do is actually get people to keep using the app. This will of course be down to the product’s utility and/or entertainment value. At StreetHawk we don’t expect people to use it every day, but twice a week when they are not using Facebook or email.

Marketing for retention will help as well, but this is always an uphill struggle if the product is no good. I know, I’ve been there.

Australians embrace mobile applications – ACMA

15 December 2011

Accessing online services via mobile phones (such as mobile apps) is becoming increasingly popular for Australians. During the month of June 2011, 3.9 million people aged 14 years and over went online via their mobile phone – a 63 per cent increase on the previous June. In particular, 72 per cent of smartphone users downloaded a mobile app in the six months to April 2011.

These are some of the findings from an Australian Communications and Media Authority report, The emerging mobile telecommunications service market in Australia, released today.

As at April 2011, the report also found that:

* 37 per cent of mobile phone users have a smartphone and

* 58 per cent have a 3G phone.

Young adults lead in the adoption of smartphones, with 59 per cent of mobile phone users aged 18-24 having a smartphone as at April 2011.

Ninety per cent of smartphone users went online via their mobile handset in the six months to April 2011.

‘The rising popularity of smartphones, in parallel with increased mobile phone data allowances and network capabilities, is encouraging the accessing of online services by mobile,’ said ACMA Chairman, Chris Chapman. ‘The mobile phone is a fully fledged participant in the digital economy, as it is becoming a converged device that more and more consumers use to access functions other than just voice.

‘Internet access has become an integral feature of the mobile phone, and this has been complemented by the development of an array of mobile applications-which allow users access to specific services at the touch of a screen.’

The report notes that mobile applications enable use of services such as online banking and shopping.

‘They also have the potential to disrupt current industry service models, for example with Voice over Internet Protocol (VoIP) delivered via the mobile handset and the provision of free mobile messaging applications,’ Mr Chapman said.

According to the report, the numbers of Australians using the internet via their mobile phone during June 2011 on specific tasks were estimated as follows:

– 1.55 million used social networking services via their mobile phone handsets
– 751,000 used banking and bill payment services
– 555,000 streamed videos or movies
– 304,000 streamed audio content
– 274,000 used a VoIP service via their mobile phone handset
– 100,000 purchased a good or service online

For more information or to arrange an
interview please contact: Emma Rossi, Media Manager, on (02) 9334 7719, 0434 652 063 or

# # #

The ACMA is Australia’s regulator for
broadcasting, the internet,
radiocommunications and telecommunications.
The ACMA’s strategic intent is to make
communications and media work in Australia’s public interest. For more information:

Follow the ACMA online
ACMA – See for updates and other social media activities  Twitter – Find us at acmadotgov  Facebook – Join in the discussion at acmadotgov  engage – Join the ACMA at|BETA

  Get our Referral Program Guide