Google Confidential and ProprietaryGoogle Confidential and ProprietaryUnderstanding the Mobile ConsumerMay 2012Our Mobile ...
Google Confidential and ProprietaryExecutive Summary2Smartphones have become an indispensable part of our daily lives. Sma...
Google Confidential and ProprietaryUnderstanding the Mobile ConsumerThis survey is designedto gain insights into howconsum...
Google Confidential and ProprietaryAgenda41 Smartphones are Indispensable to Daily Life2 Smartphones Have Transformed Cons...
Google Confidential and ProprietarySMARTPHONESARE INDISPENSABLETO DAILY LIFE5
Google Confidential and Proprietary 6Smartphone Penetration is on the RiseQ1 201137%52%Q1 2012Base: National representativ...
Google Confidential and ProprietarySmartphones are a Central Part ofOur Daily Lives7have used theirsmartphones every day i...
Google Confidential and ProprietarySmartphones are Always On, Always with You8don’t leave home withouttheir device74%Base:...
Google Confidential and ProprietarySmartphones Are Used Everywhere9At home98%On the go85%In a shop68%98%85%73%68%63%61%61%...
Google Confidential and ProprietaryAllowing Users to Stay Fully Connected1057%55%54%24%EmailingSocial Networking SitesSear...
Google Confidential and ProprietarySmartphone Use is Expected to Increase11Expect to use theirsmartphone moreto access the...
Google Confidential and Proprietary 12Smartphones Have Become so Important toConsumers that …Base: Private smartphone user...
Google Confidential and ProprietarySMARTPHONESHAVE TRANSFORMEDCONSUMER BEHAVIOUR13
Google Confidential and ProprietarySmartphones area Major AccessPoint for Search1451%search on theirsmartphonesevery dayBa...
Google Confidential and ProprietarySmartphones Inform Our Daily Life15Apartments, Housing info23%Job Offers23%Product Info...
Google Confidential and ProprietarySmartphones are a Multi-Activity Portal16Entertainment88%72%65%39%32%75%63%60%49%Emaile...
Google Confidential and ProprietaryApp Usage is Ubiquitous1727apps installedon average10paid apps installedon average7apps...
Google Confidential and Proprietary65%watch video14%use video at leastonce a dayBase: Private smartphone users who use the...
Google Confidential and ProprietarySmartphone Users are FrequentSocial Networkers19Base: Private smartphone users who use ...
Google Confidential and ProprietarySmartphones Are Used While Multi-taskingwith Other Media20Base: Private smartphone user...
Google Confidential and ProprietarySMARTPHONESHELP USERSNAVIGATE THE WORLDAROUND THEM21
Google Confidential and ProprietaryBase: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33:...
Google Confidential and ProprietaryLook for local informationdailyLook for local information atleast once a week48% 18%Loo...
Google Confidential and ProprietaryLocal Information Seekers Take Action24Base: Private smartphone users who use the inter...
Google Confidential and Proprietary 25SMARTPHONESCHANGE THE WAYCONSUMERS SHOP
Google Confidential and ProprietarySmartphones Allow Users to ResearchProducts Anytime, Anywhere26At home62%On the go34%In...
Google Confidential and Proprietaryhave researcheda product or serviceon their phone94%Base: Private smartphone users who ...
Google Confidential and ProprietarySmartphones are Our Primary ShoppingCompanions2824%22%19%Base: Private smartphone users...
Google Confidential and ProprietaryResearch that Starts on Smartphones Leads toPurchases Across ChannelsBase: Private smar...
Google Confidential and Proprietary60%of these smartphone shoppershave made a purchasein the past month28%of smartphone us...
Google Confidential and ProprietarySmartphones Shoppers are Frequent Buyers31Base: Private smartphone users who use the in...
Google Confidential and ProprietaryMobile Commerce willContinue to Grow32Base: Private smartphone users who use the intern...
Google Confidential and ProprietaryBarriers to Mobile Commerce Still Exist3368%36%11%6%6%3%3%7%Would prefer to use a PC/la...
Google Confidential and Proprietary 34CONNECT WITH THEIRCUSTOMERSSMARTPHONESHELP ADVERTISERS
Google Confidential and ProprietaryOffline Ad Exposure Leads to Mobile Search35Base: Private smartphone users who use the ...
Google Confidential and ProprietaryBase: Private smartphone users who use the internet in general and who are searching vi...
Google Confidential and Proprietary 3787%of smartphone usersnotice mobile adsBase: Private smartphone users who use the in...
Google Confidential and ProprietaryMobile Ads Make an Impression38Base: Private smartphone users who use the internet in g...
Google Confidential and Proprietary 39BACKGROUND
Google Confidential and ProprietaryResearch Methodology•  In partnership with Ipsos MediaCT, we interviewed a total of 1,0...
Google Confidential and ProprietaryDemographics41Area48%52%21%32%25%15%7%27%61%11%30%16%46%1%6%FemaleMale18-24 Years25-34 ...
Google Confidential and ProprietaryDemographics428%17%30%22%7%11%3%1%70%3%9%17%2%5%6%6%17%19%29%17%Grade school or some hi...
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Our mobile planet_australia_en

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Our mobile planet_australia_en

  1. 1. Google Confidential and ProprietaryGoogle Confidential and ProprietaryUnderstanding the Mobile ConsumerMay 2012Our Mobile Planet:Australia1
  2. 2. Google Confidential and ProprietaryExecutive Summary2Smartphones have become an indispensable part of our daily lives. Smartphone penetration hasrisen to 52% of the population and these smartphone owners are becoming increasingly reliant on theirdevices. 58% access the Internet every day on their smartphone and most never leave home without it.Implication: Businesses that make mobile a central part of their strategy will benefit from theopportunity to engage the new constantly connected consumer.Smartphones have transformed consumer behaviour. Mobile search, video, app usage and socialnetworking are prolific. Smartphone users are multi-tasking their media with 80% using their phonewhile doing other things such as watching TV (48%). Implication: Extending advertising strategies toinclude mobile and developing integrated cross-media campaigns can more effectively reach today’sconsumers.Smartphones help users navigate the world. Appearing on smartphones is critical for localbusinesses. 86% of smartphone users look for local information on their phone and 88% take actiona result, such as making a purchase or contacting the business. Implication: Ensuring that clickablephone numbers appear in local results and leveraging location-based services on mobile make it easyfor consumers to connect directly with businesses.Smartphones have changed the way that consumers shop. Smartphones are critical shopping toolswith 94% having researched a product or service on their device. Smartphone research influencesbuyer decisions and purchases across channels. 28% of smartphone users have made a purchase ontheir phone. Implication: Having a mobile optimised site is critical and a cross-channel strategy isneeded to engage consumers across the multiple paths to purchase.Smartphones help advertisers connect with consumers. Mobile ads are noticed by 87% ofsmartphone users. Smartphones are also a critical component of traditional advertising as 63% haveperformed a search on their smartphone after seeing an offline ad. Implication: Making mobile adsa part of an integrated marketing strategy can drive greater consumer engagement.
  3. 3. Google Confidential and ProprietaryUnderstanding the Mobile ConsumerThis survey is designedto gain insights into howconsumers use the Interneton their smartphones3How are smartphonesused in daily life?How do consumers multi-taskwith their smartphones?What activities are consumersconducting on their smartphones?What role do smartphones playin the shopping process?How do consumers respondto ads, offline and on mobile?DAYIn detail:•  Facts and figures about smartphoneadoption and usage•  Internet usage in general, search, video,social networking, mobile advertisingand m-commerce behaviour viasmartphones•  This country report is part of a globalsmartphone study conducted in multiplecountries. Visit OurMobilePlanet.com foraccess to additional tools and data
  4. 4. Google Confidential and ProprietaryAgenda41 Smartphones are Indispensable to Daily Life2 Smartphones Have Transformed Consumer Behaviour3 Smartphones Help Users Navigate the World4 Smartphones Change the Way that Consumers Shop5 Smartphones Help Advertisers Connect with Customers
  5. 5. Google Confidential and ProprietarySMARTPHONESARE INDISPENSABLETO DAILY LIFE5
  6. 6. Google Confidential and Proprietary 6Smartphone Penetration is on the RiseQ1 201137%52%Q1 2012Base: National representative population 16+, n= 1.000Q1: Which, if any, of the following devices do you currently use?
  7. 7. Google Confidential and ProprietarySmartphones are a Central Part ofOur Daily Lives7have used theirsmartphones every day inthe past 7 days58%Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q18: Thinking about the last seven days, on how many days were you online with...?
  8. 8. Google Confidential and ProprietarySmartphones are Always On, Always with You8don’t leave home withouttheir device74%Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements? Top2 Boxes; scale from 5 – completely agree to 1 – completelydisagree. “ I don’t leave house without my smartphone”
  9. 9. Google Confidential and ProprietarySmartphones Are Used Everywhere9At home98%On the go85%In a shop68%98%85%73%68%63%61%61%61%61%48%27%HomeOn the goWorkIn a shopCafé or coffee shopRestaurantAt a social gatheringAirportPublic TransportDoctors officeSchoolPlace of UseBase: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q16: Where do you use your smartphone? Please select first at which locations you ever use it - even if only seldom.
  10. 10. Google Confidential and ProprietaryAllowing Users to Stay Fully Connected1057%55%54%24%EmailingSocial Networking SitesSearch EnginesVideo sharing Sitesaccess theInternet on theirsmartphones at leastonce a day65%Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific servicesand types of websites through your browser or apps on your smartphone? Responses reflect at least once a day.
  11. 11. Google Confidential and ProprietarySmartphone Use is Expected to Increase11Expect to use theirsmartphone moreto access the Internetin the future38%Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q21: Thinking about the next 12 months, what do you expect, how will you be using the internet with your…?
  12. 12. Google Confidential and Proprietary 12Smartphones Have Become so Important toConsumers that …Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements? Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. Iwould rather give up TV than my smartphone. “I would rather give up my TV / desktop PC than my smartphone”would rather give upTV than their smartphone23%
  13. 13. Google Confidential and ProprietarySMARTPHONESHAVE TRANSFORMEDCONSUMER BEHAVIOUR13
  14. 14. Google Confidential and ProprietarySmartphones area Major AccessPoint for Search1451%search on theirsmartphonesevery dayBase: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 946Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your ... ?
  15. 15. Google Confidential and ProprietarySmartphones Inform Our Daily Life15Apartments, Housing info23%Job Offers23%Product Info61%Restaurants, Pubs & BarsTravel34%43%Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
  16. 16. Google Confidential and ProprietarySmartphones are a Multi-Activity Portal16Entertainment88%72%65%39%32%75%63%60%49%Emailed (sent or read)Accessed a social network (e.g.updated a status message, checkedmessages or friends pages)Read news on newspaper or magazineportalsReviewed websites blogs or messageboardsBrowsed the InternetPlayed gamesListened to musicWatched videos on a video sharingwebsite (e.g. YouTube.com)Stay Informed49%Communication83%Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
  17. 17. Google Confidential and ProprietaryApp Usage is Ubiquitous1727apps installedon average10paid apps installedon average7apps used in thelast 30 daysBase: Private smartphone users who use the internet in general, Smartphone n= 1.000Q24: How many apps do you currently have on your smartphone?Base: Private smartphone users who use the internet in general and who have at minimum one app on their smartphone, n= 977Q25: And of the apps that you currently have installed on your smartphone, how many have you used actively in the last 30 days?Q26: And of the apps that you currently have installed on your smartphone, how many have you purchased for a certain amount in an app store?
  18. 18. Google Confidential and Proprietary65%watch video14%use video at leastonce a dayBase: Private smartphone users who use the internet in general, Smartphone n= 1.000Q35: How often do you watch videos via websites or apps (e.g. short video clips,videos of TV programmes, TV films online, etc.) on your ... ?Smartphones Users are Avid Video Watchers18
  19. 19. Google Confidential and ProprietarySmartphone Users are FrequentSocial Networkers19Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 .Q38: How often do you visit a social network (via websites or apps) on your ... ?49%visit at leastonce a day78%visit socialnetworks
  20. 20. Google Confidential and ProprietarySmartphones Are Used While Multi-taskingwith Other Media20Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone,Smartphone n= 816Q22: When you use the Internet on your smartphone, which if any of the following – do you do at the same time?80%Usesmartphonewhile…Play video games16%Read a book11%Watch films29%Watch TV48%Listen to music46%Use Internet34%Read magazines/newspapers18%
  21. 21. Google Confidential and ProprietarySMARTPHONESHELP USERSNAVIGATE THE WORLDAROUND THEM21
  22. 22. Google Confidential and ProprietaryBase: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)Base: Private smartphone users who use the internet in general and who look at least less than once a month for information ontheir smartphone, Smartphone n= 865 Q34 Which of the following actions have you taken after having looked up this type ofinformation (business or services close to your location)?22of smartphone usershave looked for localinformation86%have taken action asa result88%
  23. 23. Google Confidential and ProprietaryLook for local informationdailyLook for local information atleast once a week48% 18%Looking for Local Information is a FrequentSmartphone Activity23Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)
  24. 24. Google Confidential and ProprietaryLocal Information Seekers Take Action24Base: Private smartphone users who use the internet in general and who look at least less than once a month forInformation on their smartphone, Smartphone n= 865Q34: Which of the following actions have you taken after having looked up this type of information (business orservices close to your location)?told othersabout it19%54%42%53%50%13%12%28%26%Called the business or serviceLooked the business up on a map orgot directions to the business orserviceVisited the website of the business orserviceVisited a business (e.g. shop orrestaurant)Recommended a business or serviceto someone elseRead or wrote a review about abusiness or serviceMade a purchase from a business in-storeMade a puchase from a businessonlinevisited thebusiness68%connected with thebusiness65%made a purchase39%
  25. 25. Google Confidential and Proprietary 25SMARTPHONESCHANGE THE WAYCONSUMERS SHOP
  26. 26. Google Confidential and ProprietarySmartphones Allow Users to ResearchProducts Anytime, Anywhere26At home62%On the go34%In a shop20%Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?62%34%25%20%19%16%10%HomeOn the goWorkIn a shopPublic transportCafé or coffee shopAt a social gatheringPlace of Search
  27. 27. Google Confidential and Proprietaryhave researcheda product or serviceon their phone94%Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?27
  28. 28. Google Confidential and ProprietarySmartphones are Our Primary ShoppingCompanions2824%22%19%Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that youcompletely disagree with the statement, a "5" means that you completely agree with the statement.I intentionally have my smartphonewith meto compare prices andinform myselfabout products.I have changed mymind about purchasinga product or servicein store as of a result of informationI gathered using my smartphone.I have changed my mind aboutpurchasing a product or serviceonline as of a result of information that Igathered using my smartphone.
  29. 29. Google Confidential and ProprietaryResearch that Starts on Smartphones Leads toPurchases Across ChannelsBase: Private smartphone users who use the internet in general, Smartphone n= 1.000Q48: Listed below are various products or services. For each of these products or services please indicate which statementapplies to you.29Researchon smartphone33%29%then purchasedvia computerthen purchasedit offlinethen purchased
  30. 30. Google Confidential and Proprietary60%of these smartphone shoppershave made a purchasein the past month28%of smartphone users have purchaseda product or serviceon their smartphoneBase: Private smartphone users who use the internet in general, Smartphone n= 1.000Q44: Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything that you canbuy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 280Q45: Have you made a purchase by using your smartphone in the past month?Smartphones Are an Emerging Point of Purchase30
  31. 31. Google Confidential and ProprietarySmartphones Shoppers are Frequent Buyers31Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone, Smartphone n= 280Q47: How frequently do you purchase products or services with your smartphone?59%make mobile purchasesat least once a month
  32. 32. Google Confidential and ProprietaryMobile Commerce willContinue to Grow32Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q51: Do you expect making purchases on your smartphone more often in the next 12 months?expect to make moremobile purchases in thefuture28%
  33. 33. Google Confidential and ProprietaryBarriers to Mobile Commerce Still Exist3368%36%11%6%6%3%3%7%Would prefer to use a PC/laptop for theseservicesDoesnt feel secureToo complicatedToo expensivePayment is too complexNever heard of these servicesPayment features were not available(no credit card)OtherBase: Private smartphone users who use the internet in general and who have NOT purchased via interneton their smartphone n= 720Q46: Why have you not made a purchase using your smartphone?
  34. 34. Google Confidential and Proprietary 34CONNECT WITH THEIRCUSTOMERSSMARTPHONESHELP ADVERTISERS
  35. 35. Google Confidential and ProprietaryOffline Ad Exposure Leads to Mobile Search35Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 870Q43a: How often do you use your smartphone to do a search in response to an ad that you have seen in a magazine,on a poster, on TV or in a shop/business?Ad locationTV57%Shop/business54%Magazines42%Posters / Billboards37%63%have performeda mobile search afterseeing an ad
  36. 36. Google Confidential and ProprietaryBase: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 946Q32: How many search result pages do you look at, when conducting a search with your ... ?59%only look at the first pageof results whenconducting a search on theirsmartphoneThe First Page of MobileSearch Results is Key361 2 3 4 5 6 7 8 Next
  37. 37. Google Confidential and Proprietary 3787%of smartphone usersnotice mobile adsBase: Private smartphone users who use the internet in general, Smartphone n= 1.000Q41: How often do you notice advertising when you are using the browser or an app on yoursmartphone? (Ever)
  38. 38. Google Confidential and ProprietaryMobile Ads Make an Impression38Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n=870Q42: Where have you noticed advertising when using your smartphone?42%40%33%18%16%12%While in an appWhile on a websiteWhile using a searchengineWhile watchinga videoWhile on a retailer’s websiteWhile on a videowebsiteWhile in app42%While on awebsite40%While using asearch engine33%While watchinga video18%Where Mobile Ads Are Noticed
  39. 39. Google Confidential and Proprietary 39BACKGROUND
  40. 40. Google Confidential and ProprietaryResearch Methodology•  In partnership with Ipsos MediaCT, we interviewed a total of 1,000Australian online adults (18-64 years of age) who identifiedthemselves as using a smartphone to access the Internet•  The distribution is according to a national representativeCATI Study•  A smartphone is defined as “a mobile phone offering advancedcapabilities, often with PC-like functionality or ability todownload apps”•  Respondents were asked a variety of questions around deviceusage, mobile search, video, social, web and commerce behaviourand mobile advertising•  Interviews were conducted in Q1 201240
  41. 41. Google Confidential and ProprietaryDemographics41Area48%52%21%32%25%15%7%27%61%11%30%16%46%1%6%FemaleMale18-24 Years25-34 Years35-44 Years45-54 Years55+ YearsUrbanSuburbanRuralSingleLiving with partnerMarriedWidowedDivorce/separatedAgeGenderMaritalStatusBase: Private smartphone users who use the Internet in general, wave 2, n= 1.000S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?
  42. 42. Google Confidential and ProprietaryDemographics428%17%30%22%7%11%3%1%70%3%9%17%2%5%6%6%17%19%29%17%Grade school or some high schoolCompleted high schoolCertificate (TAFE) or advanced diplomaBachelor Degree (undergraduate)Graduate diploma or Graduate certificatePostgraduate Degree (Honours PHD)StudentOtherEmployed (full-time / part-time / casual)RetiredStudentUnemployed / housewife or househusbandLess than $15,000$15,000 to less than $25,000$25,000 to less than $40,000$40,000 to less than $50,000$50,000 to less than $75,000$75,000 to less than $100,000$100,000 or moreDont know / no answerEmploymentStatusEducationBase: Private smartphone users who use the Internet in general, wave 2, n= 1.000D4. What is the highest level of education that you have completed? D5. Which of the following best describes your employment status?D8. Which of these ranges comes closest to the total (annual) income of your household before anything is deducted for tax NationalInsurance (Social security) pension schemes etc?Income
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