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