ampli 2013 mobile landscape in australia zuni
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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: valenCna.borbone@zuni.com.au P: 02 9516 5480 T: valenCna1975 L: au.linkedin.com/in/valenCnaborbone/
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