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Australian Mobile Landscape 2013 in Summary from AMPLI - by Zuni

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Australia's AMPLI report is an exceptional local report outlining our expanding mobile landscape and indepth analysis on what we do online, how much we spend, things we like and things we don't use.

This summary takes out the highlights for an easy to digest update on Aussies and technology.

Publicada em: Celular, Negócios, Tecnologia
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Australian Mobile Landscape 2013 in Summary from AMPLI - by Zuni

  1. 1. © 2013 Zuni | All Rights Reserved | Confidential Australian Mobile Phone Lifestyle Index (AMPLI) 9th Edition Special Topic: Mobile Retail
  2. 2. © 2013 Zuni | All Rights Reserved | Confidential 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
  3. 3. © 2013 Zuni | All Rights Reserved | Confidential General information about smartphone usage
  4. 4. © 2013 Zuni | All Rights Reserved | Confidential Smartphone Ownership 88% 93%Expected ownership by August 201412% increase since 2012
  5. 5. © 2013 Zuni | All Rights Reserved | Confidential 80% of handsets dominated by two
  6. 6. © 2013 Zuni | All Rights Reserved | Confidential 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  
  7. 7. © 2013 Zuni | All Rights Reserved | Confidential What do we use our smartphones for?
  8. 8. © 2013 Zuni | All Rights Reserved | Confidential Frequency of Mobile Use
  9. 9. © 2013 Zuni | All Rights Reserved | Confidential 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
  10. 10. © 2013 Zuni | All Rights Reserved | Confidential Most people use a combination of apps and websites on their phones 87%  of  respondents  use  websites  and/or   applicaCons  on  their  phones  
  11. 11. © 2013 Zuni | All Rights Reserved | Confidential Mobile Search is #1 Search  is  the  only  category  that  has   increased  in  direcCng  traffic  to  websites  
  12. 12. © 2013 Zuni | All Rights Reserved | Confidential Social Life “Other”  includes  blogs,  forums,  Pinterest,   Instagram,  Skype  and  Viber  
  13. 13. © 2013 Zuni | All Rights Reserved | Confidential Applications
  14. 14. © 2013 Zuni | All Rights Reserved | Confidential 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  
  15. 15. © 2013 Zuni | All Rights Reserved | Confidential What types of applications are floating their boats?
  16. 16. © 2013 Zuni | All Rights Reserved | Confidential 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  
  17. 17. © 2013 Zuni | All Rights Reserved | Confidential Paid apps continued Transient  apps  increased,  eg   books,  photos,  videos  and  movies  
  18. 18. © 2013 Zuni | All Rights Reserved | Confidential Typical Costs Considerable  spike  in  comfort  for  $3-­‐$6  apps  
  19. 19. © 2013 Zuni | All Rights Reserved | Confidential Advertising & Marketing
  20. 20. © 2013 Zuni | All Rights Reserved | Confidential How many businesses are people happy to receive MMS/SMS messages from?
  21. 21. © 2013 Zuni | All Rights Reserved | Confidential Impact of tablets on mobile phone use
  22. 22. © 2013 Zuni | All Rights Reserved | Confidential Tablet Ownership •  AnCcipated  76%  penetraCon  by  August  2014   •  68%  own  an  iPad  v  12%  own  Samsung  
  23. 23. © 2013 Zuni | All Rights Reserved | Confidential 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
  24. 24. © 2013 Zuni | All Rights Reserved | Confidential Special Topic: Mobile Retail
  25. 25. © 2013 Zuni | All Rights Reserved | Confidential How do you pay? 63% 52% 48%
  26. 26. © 2013 Zuni | All Rights Reserved | Confidential Purchase range is expanding Expanded  range  includes:   •  Books   •  Clothes  /  Shoes  /  Jewellery   •  Consumer  Electronics   80%  are  purchasing  from  Australian  business  
  27. 27. © 2013 Zuni | All Rights Reserved | Confidential In-Store Impact 80%  are  happy  /  saCsfied  with  their  online   purchase  experience  
  28. 28. © 2013 Zuni | All Rights Reserved | Confidential 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
  29. 29. © 2013 Zuni | All Rights Reserved | Confidential Wearable Technology PenetraCon  PredicCons   •  10%  by  February  2014   •  22%  by  August  2014  
  30. 30. © 2013 Zuni | All Rights Reserved | Confidential 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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