australian mobile landscape 2013 in summary from ampli - by zuni
DESCRIPTION
Australia's AMPLI report is an exceptional local report outlining our expanding mobile landscape and indepth analysis on what we do online, how much we spend, things we like and things we don't use. This summary takes out the highlights for an easy to digest update on Aussies and technology.TRANSCRIPT
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Australian Mobile Phone Lifestyle Index (AMPLI) 9th Edition Special Topic: Mobile Retail
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Survey • The 2013 survey received a total of 2,319 respondents • The survey received an over-representation of virgin
mobile phone owners and was weighted accordingly, resulting in 1,069 respondents becoming the sample size
• Respondents ranged from 18-75 years Australia-wide • 30% of respondents were high-level users of games • Incentives included 16GB iPod Touch and $250 Myer
gift vouchers
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General information about smartphone usage
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Smartphone Ownership
88% 93% Expected ownership by August 2014 12% increase since 2012
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80% of handsets dominated by two
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Typical monthly spend Almost 80% of respondents with a typical
monthly phone bill of $80 or less. Decrease in $41-‐$60 category and increase in $61-‐$100 per month
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What do we use our smartphones for?
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Frequency of Mobile Use
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Stats & Facts of Use
• 30% of respondents were high-level users of Games
• 33% of respondents were high or medium-level users of entertainment services like
music downloads, music streaming and video downloads
• Respondents accessing videos/video downloads increased by 12% to 47%
• Respondents streaming music almost doubled from 21% to 40%
• The greatest growth in the last 12 months occurred in the proportion of respondents
that accessed ‘event listings’ (48%-67%) and ‘restaurant or café
information’ (16%)
• Video calling and chat room use decline
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Most people use a combination of apps and websites on their phones
87% of respondents use websites and/or applicaCons on their phones
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Mobile Search is #1 Search is the only category that has increased in direcCng traffic to websites
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Social Life “Other” includes blogs, forums, Pinterest, Instagram, Skype and Viber
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Applications
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App Attack • 82% have downloaded an app (up from
69%) • 6-‐10 apps used to be the comfort zone • Incremental shiT now 6-‐30 apps • 50% are using more than 6 apps p/w
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What types of applications are floating their boats?
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What apps do we want to pay for?
• Decrease in “games” linked to increase in well being and health management apps
• 60% are paying for apps
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Paid apps continued
Transient apps increased, eg books, photos, videos and movies
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Typical Costs Considerable spike in comfort for $3-‐$6 apps
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Advertising & Marketing
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How many businesses are people happy to receive MMS/SMS messages from?
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Impact of tablets on mobile phone use
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Tablet Ownership • AnCcipated 76% penetraCon by August 2014 • 68% own an iPad v 12% own Samsung
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Tablet Use
• ‘For banking including transfers & bill payment’ increased from 65% to 74%
• ‘To buy things online’ increased from 67% to 77% • ‘To read or edit documents or files’ increased from 75% to 81% • Almost all tablet owners (99%) are using websites and/or applications
compared to 87% of mobile phone users • websites are just, if not more popular, than applications • Tablet use is not cannibalising mobile usage
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Special Topic: Mobile Retail
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How do you pay?
63% 52% 48%
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Purchase range is expanding
Expanded range includes: • Books • Clothes / Shoes / Jewellery • Consumer Electronics
80% are purchasing from Australian business
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In-Store Impact
80% are happy / saCsfied with their online purchase experience
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Future Uses
• Improved use of existing functionality (resulting in increased frequency of activities)
• Things that can already be done, but users are not aware (opportunity for education)
• Mobile Phone used as a device ie replacing car keys, opening doors, TV remote control, Pedometer, Building Pass (most uses currently exist as apps)
• “Super Applications” – combining 2 or more apps (ie Runkeeper + Calorie King, or Banking + Retail
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Wearable Technology
PenetraCon PredicCons • 10% by February 2014 • 22% by August 2014
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Thank You Valen8na Borbone Client RelaConship Director E: [email protected] P: 02 9516 5480 T: valenCna1975 L: au.linkedin.com/in/valenCnaborbone/