The mobile experience in Australia

Sophie Blomet

February 2013

The Mobile Experience


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

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.

Who consumes what ?

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

Games and social are the big apps

Who consumes what ?

Source : Businessinsider.com – The Futur of Mobile Ads

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.

Who consumes what ?

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

0

20

40

60

80

100

120

140

Apps Mobile Web

Time spent on /

billion min


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.


In 2015 more than 80% of Internet connection will be made

from a mobile device

The future of the Internet is mobile


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."