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 201412% 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:
valenCna.borbone@zuni.com.au

P:
02
9516
5480

T:
valenCna1975

L:
au.linkedin.com/in/valenCnaborbone/

Australian Mobile Landscape 2013 in Summary from AMPLI - by Zuni

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