The mobile experience in Australia

The Mobile Experience

Sophie Blomet
February 2013


Since 2011 global mobile sales has overtook PC
sales.
2013 will see access to the internet via mobile
devices overtake access via desktops.

Let’s have a look on the mobile market and its
uses.

Mobile in Australia

More than 10 millions mobile

 There is 16.2 millions
mobile phones in Australia

 That means that now
more than a half of the
australian population get
a smartphone

 currently used by
consumers for both
personal and business use.

Source : smh.com – Data download grows with phone addiction

The Second highest uptake of smartphone
in the world

 Australians have the second-highest per capita uptake of
smartphones in the world behind Singapore.

Source : smh.com – Data download grows with phone addiction

Android bigger than Apple

 Android for the first year is bigger than Apple on the Australian
Market

Source : ACMA – Smartphones and tablets Take-up and use in Australia

 More than 1 Australian on 2 get a smartphone
And the proportion continues growing

 The new smartphone norm is not anymore
Apple’s phone, it’s from now Android phones.

One day in the smartphone
users’ life

Smartphone Addict ?

 It's the first screen and the last one a consumer uses, every
day.

Source : adnews.com.au – Mobile marketing must be a ‘first screen’ strategy

Smartphone Addict ?

 In average, we interact
with our smartphone
between 40 and 80 times
a day.

 44% of person say that
they use more frequently
their smartphone
compared with last year.

Source : wallblog.co.uk – To understand mobile marketing, you need to get under its skin

Who consumes what ?

 More than 40% of men
consume news (watch news
videos as well as read
traditional, lengthy news
articles) on smartphones and
tablets.

 Alternatively, women are
more likely to discover news
stories on social networks like
Facebook and Twitter.

Source : Digitaltrends.com – Men, college grads are more engaged with news on mobile devices

Who consumes what ?

 People between the age of
18 to 29 are the most likely to
play games, use a social
network or read a book on a
smartphone.

Source : Digitaltrends.com – Men, college grads are more engaged with news on mobile devices

Who consumes what ?
 Games and social are the big apps

Source : Businessinsider.com – The Futur of Mobile Ads

Who consumes what ?

 According to Facebook, 680 million of its monthly active users
use mobile devices. Whose around 157 million of those
monthly active users are mobile only.

Source : BandT.com.au – Facebook mobile users outweight PC users

The four main personality

 Smartphones can tell a lot about
the type of person you are,
according to the latest research
there are four main personality
types of smartphone users :

- the Zookeeper,

- the COP (Constantly Online
Professional),

- the FOMO (Fear of Missing Out)

- and the Social Creator.

Source : techguide.com.au – Optus research reveals four smartphone personality types


 The Zookeeper – 34 per cent of
all smartphone users.

This group accounts for the
largest smartphone personality
type.
The Zookeeper is a professional
organiser who is trying to
arrange themselves and their
family’s busy timetable.
Email and the calendar and
weather apps are the most
often used items on their
device.



 The COP (Constantly Online
Professional) – 29 per cent

The Constantly Online
Professional (COP) is always
contactable anytime of the
day or night and their
device is the centre of their
life so they can work,
socialise and play on the
go.
They regularly use email
and are also high users of
gaming apps.



 The FOMO (Fear of Missing
Out) – 24 per cent

This user’s biggest concern
is missing out so they are
always trying to be in the
know and part of the
conversation by constantly
checking up on what their
friends are up to.
It’s no surprise to know they
are heavily into social
networking and constantly
attached to their device.



 The Social Creator – 13 per
cent

These users are ahead of
the curve and always on
the lookout for new
information.
They are conversation
starters who always want to
voice their opinion and
never just follow the crowd.
They access news and
current affairs on their
smartphones and review
apps like IMDB, Trip Advisor
and UrbanSpoon.



 “Mobile handsets are now considered a ‘life partner’ for
most, holding valuable information and helping people to
carry out their day-to-day lives through email, calendar,
weather apps and social networking,”

 “Mums, young adults and social creators are now
embracing this technology, customising their smartphones
to suit their different lifestyle needs.” says professor Amanda
Gordon.

 Three out of four people won’t leave their home without
their smartphone and one in four would prefer to give up
their TV than their mobile device.


 Australian are becoming dependent from their
smartphone. It calls Nomophobia.

 Everyone wants a smartphone which suits with his
lifestyle & personality. The content has to be
adapted to the target.

Applications

Australian apps market

 In Australia, increasing numbers of smartphone users are
downloading mobile apps, a reflection of the critical role
apps are playing in making it easier for consumers to
access services online via mobiles and facilitating the
growth of the online economy.


Applications VS Internet mobile

 In March 2012 in the hole world we spend 125 billion min/month
on Apps, and 18 billion min/month on mobile web

140
120
100
80
Time spent on /
60 billion min
40
20
0
Apps Mobile Web


Smartphone users & Apps

 During June 2012,
4.45 million
smartphone users
downloaded a
mobile app
(an 85 per cent
increase compared
with June last year).


Android dominate the market

 Until recently, the number of Apple iOS apps available for
download exceeded those for other platforms.

 However, in October 2012, the number of unique Android
apps passed Apple.


 Mobile applications are the most popular usage
on smartphone

 Android store is now bigger than Apps store

Mobile website

Mobile web is less important than apps

 People spend less time on mobile browsers than on apps

 BUT global mobile traffic is now 10% of total Internet traffic

 BUT users currently seem to prefer reading their news on the
mobile web rather than in apps


Mobile web content
 On mobile web, people consume the same content than
on desktop web : research, news, email.

 But they are still more SOLOMO : Social, Local, Mobile


Responsive Design

 Only 9% of the thousands of website are reachable for mobile.
It's inevitable that 2013 will be the year that responsive design
takes off.

Source : Mashable.com – Why 2013 is the year of responsive web design

The big growth medium
 Mobile internet was described as “the big growth medium”
with 32% of marketers due to use it this year compared to
25% in 2012.


The future of the Internet is mobile

 In 2015 more than 80% of Internet connection will be made
from a mobile device


Mobile is no longer optional

 “The mobile revolution isn’t coming - it’s already
happened. Mobile is no longer optional : businesses need
to develop a mobile strategy now, or risk getting left
behind,” says Jason Pellegrino, head of mobile ads,
Google Australia.

Source : Techguide.com.au – 52% of Australians now using smartphones

 Until now the apps were prefered by smartphone
users, but the trend is reversing.

 People wants to have access and receive the
same information no matter the device they are
using.
Anywhere, Anytime, Any devices.

Purchase

Smartphone are powerful shopping tools

 Google had found smartphones are becoming powerful
shopping tools with 65 per cent accessing the web from
their device daily.


Shopping on mobile

 And 94% of respondents have
researched a product or
service on their smartphone

 While 28% have actually
purchased a product from their
smartphone.


Businesses are missing out

 With that in mind, businesses are
missing out on revenue because 79%
of their websites are not optimised for
viewing on a smartphone.


 People are ready to use their mobile for
shopping, but brand websites are not adapted.

 There is already evidence that mobile websites
can deliver benefits to businesses.

Mobile Advertising

Mobile Ads are not really mobile

 Most of “mobile” ads are just web search and display ads
viewed on mobile.

2011 Global Mobile Ad spend by category :
- Search : 62%,
- Display : 28%,
- Messaging : 10%


Desirable content

 Social and gaming get most of the ad spending


Desirable content

 Some content categories are more desirable than others


Mobile ads really sucks

 Smartphone users really don’t like intrusive ads.

 New research suggests that users find mobile ads far more
interruptive - and annoying - than those on TV.

Source : AdAge.com – Mobile ads more disruptive than tv spots

Mobile ads really sucks

 Only 12% find them engaging,
- 14% think they're relevant
- and 17% think they're
interesting.

People seem to agree with the
late Steve Jobs, who famously
once said, "mobile advertising
really sucks" (and then
launched iAd in hopes of fixing
that.)


Targeted mobile ads

 Despite having a
decidedly negative view
of mobile advertising, a
significant portion of
mobile users were open to
mobile ad targeting
based upon their personal
interests (49%) and current
location (43%).


Social network ads

 Mobile ad spending expects a 180% increase in 2013,
attributed largely to the early success of so-called "native"
ad formats like Facebook's mobile news feed ads and
Twitter's promoted tweets.

Source : AdAge.com – Facebook predicted to take in $339M in mobile ad revenue this year

 Mobile ad spend is about to skyrocket in
Australia, as advertisers realise that mobile is
becoming the norm

 “It’s a multiscreen world and touch is redefining
everything that we do. Tactile, emotional
engagement is also starting to come to
advertising.”

What’s next ?

Global mobile predictions for 2013
 Time spent on mobile devices approaches time spent with
TV
Time spent on mobile applications increased 35% in 2012 --
to 127 minutes a day from 94 minutes a day -- while time
spent watching TV remained flat at 168 minutes. If these
trends continue, mobile apps will eclipse TV in 2013, and
adoption rates suggest they may.

Source : AdAge.com – Mobile predictions for 2013


 Android become the mobile standard
The Google’s operating system has succeed to surpass
Apple in terms of mobile sales and apps sales.

Source : FredCavazza.net – Mes predictions pour 2013


 The mobile web becomes bigger than mobile apps
With the fragmentation of the numbers of apps store, it’s
now be reached on his mobile website.



 Lawmakers press for limits on location-based advertising
More time is being spent on mobile devices, but marketing
dollars spent on mobile ads doesn't match up. That's why
marketers are pushing for ads that take advantage of the
unique capability of the phone: to target you with offers
and messages targeted at a unique location at a given
time.

Source : AdAge.com – Mobile predictions for 2013

 NFC – Near Field Communication
It sure seems like the technology for the future, and it's
undeniable that major companies such as Google are
placing big bets for NFC to become the next global
standard for everything from payment transactions to easy
data transfer between devices.



 Integration
Establishing a mobile strategy has become a focus for
many brands and this will be a key challenge in 2013 to
which marketers, agencies and mobile platforms will all
contribute.

Source : Wallblog.co.uk – What mobile needs to do to have a great 2013

 Mobile is already the new big thing

 It’s just the beginning

One More Thing

2 things to remember :

 Anytime, anywhere, any devices

 SOLOMO : Social, Local, Mobile

"It's the first screen a consumer uses,
every day. Mobile needs to be
viewed as the first screen."

The mobile experience in Australia

More Related Content

What's hot (19)

Viewers also liked (19)

Similar to The mobile experience in Australia (20)

Recently uploaded (20)

The mobile experience in Australia