This document discusses smartphone and internet usage trends in Australia based on survey data. It finds that: 1) Australians are heavily reliant on smartphones, with over half using them for activities like alarms, cameras, music, news, and games daily. 2) Most Australians go online every day across all age groups, and the average number of connected devices per person is 3.1. 3) Australians are switching to online shopping, with 19% researching purchases only online which is one of the highest rates in the Asia-Pacific region. They are also buying more product categories like flights and large appliances online.

1. 0 10 20 30 40 50 60
Smartphones are an
integral part of people's
daily lives.
AlarmCamera Music NewsGames
53%58% 35% 26%37%
Weather
44%
What do you
use your
smartphone for?
Most people with an internet connection go online
every day. This is true across all ages.
Australia
3.1 3.1
U.K.
2.3
Japan
2.7
New Zealand
2.9
U.S.
discussed their purchase
on social media
After their last purchase
9%
9%
posted a review
online
For Australians, smartphones are
becoming a vital part of online research
and purchase.
I used a smartphone on my last purchase journey2
:
14%
Canada
Shopping with smartphones Sharing experiences
17%
U.K.
17%
Germany
16%
New
Zealand
16%
Russia
33%
China
0
5
10
15
20
25
30
35
22%
Brazil
23%
Australia
The Australian consumer has evolved. Have you?
53% of internet users in
Australia have encountered
difficulties on their smartphone
when visiting websites.
Does your website
work across all devices?
Are you helping people
throughout the
purchase journey?
26% of online researchers in
Australia used the internet for
early inspiration and 51% used it
to compare products during their
last purchase.
Are you advertising on
every screen?
82% of online researchers found out
about the product they last purchased
while researching on a computer,
whereas 29% found out about it on a
smartphone and 16% on a tablet.
Discover more insights and build your own charts at
www.consumerbarometer.com.
About
The Consumer Barometer is a free, online global consumer insights tool developed by Google, in partnership
with TNS Infratest. It covers 45 countries globally and will be available in over 39 languages.
Sources
All data is from Google Consumer Barometer, 2014. Visit www.consumerbarometer.com.
The Multi-Screen
World
Did you know that in Australia the average number
of connected devices is 3.1? The world is more
connected than ever before and the multi-screen
user is at the center of this trend. The Consumer
Barometer, Google’s global interactive tool, helps
uncover insights into today’s connected consumer.
www.consumerbarometer.com
Insights from Australia
The Consumer
Barometer
Australia has
more connected
devices than ever.
Average number of connected devices used per person:
1
Base: Internet users who watched online video in the past week
2
The Consumer Barometer study surveyed internet users and their last purchase decisions across 10 categories: apparel, makeup,
cinema tickets, groceries, mobile phones, TV sets, large home appliances, hotels for leisure, and flights for leisure. Respondents
refers to those surveyed across these categories.
3
Base: Smartphone users
16-24 25-34 35-44 45-54 55+
I go online every day:
88% 94% 86% 83% 72%
The Smart Viewer Motivations for watching online video:
Australian respondents1
are
watching video for more than
just entertainment.
To be entertained/inspired
To relax/escape
To learn something new
To pursue a hobby
To find product information
51%
31%
19%
18%
11%
Australia is switching
to online shopping.
19% of Australian respondents
researched only online before
their last purchase, which is one
of the highest rates in the
Asia-Pacific region.
The Smart Shopper
Purchasing
online
of Australian
respondents made their
last purchase of flights
online, and they are
starting to buy products
like large home
appliances online too.
75%
I made my last purchase in this category online:
32%75% 69% 22% 14%23%41% 8%
ApparelFlights
for leisure
Hotels
for leisure
TV sets Large home
appliances
Cinema
tickets
Car
insurance
Groceries
I researched my last purchase only online:
5%
Vietnam
19%
Australia
10%
China
24%
Japan
0
5
10
15
20
25
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