AIMIA, the Digital Industry Association of Australia has been running the AMPLI survey for the last 8 years to understand how Australians are using their mobile phones. Last year, over 3,000 mobile phone users participated in the 2012 survey. Take a look at AIMIA's findings:
How many Aussies are using smartphones?
- 76% had a smartphone, up from 67% the previous year.
- The iPhone leads the mobile handset market, owned by 40% of respondents (up from 32%).
- Samsung mobile phones are becoming more popular (up from 13% to 18%), while Nokia recorded a significant drop (from 28% to 16%)
How are Aussies using mobile phones?
- 79% were getting information online.
- 76% were visiting websites or searching online.
- 72% were using their mobile phone for entertainment purposes.
- 69% were emailing on their mobile phone.
- 42% bought things online.
- Nearly one third of people surveyed (31%) checked their email on their mobile phone at least five times a day, while 25% visited websites or did online searches at least five times a day.
- Overall, 17% used their mobile phone to buy things online at least once a week.
- Mobile phones are also being used to help inform consumers’ purchasing decisions. The survey revealed that 38% of respondents use their mobile phone to check prices and that 43% use it to check reviews before making a purchase decision.
- The majority of AMPLI survey respondents used a mix of apps and websites on their mobile phones. A very small percentage used apps only (4%) or websites only (8%).
- While the majority of people surveyed had downloaded six or more apps on their phone in the six months before the survey (71%), most respondents only use five or less apps on a weekly basis (60%).
- Most respondents indicated that they accessed websites by typing the URL directly into the browser on their phone (75%). However, 68% also clicked on links provided in search engine results and 48% clicked on links in text messages.
- 40% of respondents had opted in to receive SMS or MMS messages from 1-5 businesses.
- 43% were not receiving any SMS or MMS advertising.
- Around a quarter of people surveyed had engaged with vouchers or coupons sent to their mobile phone (26%), or with banner/text ads in websites (26%) and apps (25%).
- When it came to social media, 24% had engaged with ads or messages about a business via Twitter or Facebook.
When it comes to the question of whether businesses should have a mobile-friendly website or an app, the following survey shows that Aussie mobile phone users are engaging with both.
With around 4 in 5 Aussie mobile phone owners using their mobile phone to get information, visit websites or search online, it's more important than ever that your business is mobile friendly.
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