Australian Mobile Landscape 2013 in Summary from AMPLI - by Zuni

© 2013 Zuni | All Rights Reserved | Confidential

Australian Mobile Phone Lifestyle Index (AMPLI) 9th Edition Special Topic: Mobile Retail


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


General information about smartphone usage


Smartphone Ownership

88% 93% Expected ownership by August 2014 12% increase since 2012


80% of handsets dominated by two


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


What do we use our smartphones for?


Frequency of Mobile Use


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


Most people use a combination of apps and websites on their phones

87% of respondents use websites and/or applicaCons on their phones


Mobile Search is #1 Search is the only category that has increased in direcCng traffic to websites


Social Life “Other” includes blogs, forums, Pinterest, Instagram, Skype and Viber


Applications


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


What types of applications are floating their boats?


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


Paid apps continued

Transient apps increased, eg books, photos, videos and movies


Typical Costs Considerable spike in comfort for $3-‐$6 apps


Advertising & Marketing


How many businesses are people happy to receive MMS/SMS messages from?


Impact of tablets on mobile phone use


Tablet Ownership •  AnCcipated 76% penetraCon by August 2014 •  68% own an iPad v 12% own Samsung


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


Special Topic: Mobile Retail


How do you pay?

63% 52% 48%


Purchase range is expanding

Expanded range includes: •  Books •  Clothes / Shoes / Jewellery •  Consumer Electronics

80% are purchasing from Australian business


In-Store Impact

80% are happy / saCsfied with their online purchase experience


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


Wearable Technology

PenetraCon PredicCons •  10% by February 2014 •  22% by August 2014


Thank You Valen8na Borbone Client RelaConship Director E: [email protected] P: 02 9516 5480 T: valenCna1975 L: au.linkedin.com/in/valenCnaborbone/