As a business are you aware that in Australia more than 75% of Australians between the age of 15-and 65 currently own a smartphone? This is expected to rise to 93% by 2018 when it is likely that virtually all mobile phones will have smartphone functionality built into them.
Alongside those statistics, tablet penetration in Australian households is also expected to increase from 49% in 2013 to more than 80% in 2018. Growth in the use of tablets will increase more than smartphones due to smartphones almost being at maximum penetration in Australia.
These statistics are something that every business should be taking notice of. In all reality, most businesses are already planning a mobile marketing and mobile app strategy and if you are not you should be looking at your options.
Almost 50% of all Australian smartphone users say that they are regularly engaging with mobile media on their smartphones. Globally 89% of consumer media time is in mobile apps, 11% on the mobile web according to the latest statistics by Nielse According to Google Think research. Smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens (Computer, smartphone, tablet and TV).
Portable screens allow us to easily move from one device to another to achieve a task. Search is the most common bridge between devices. In Australia the majority of the time that we use devices simultaneously, our attention is split between distinct activities.
Are you aware that Australians spend on average 4.1 hours of their leisure time in front of screens each day?
The device that we choose to use depends on what we want to do. Building great content for your mobile app and mobile HTML 5 website is critical. This is what gets your existing customers coming back and new ones attracted to your mobile platform.
Smartphones have become an indispensable part of our daily lives. Smartphone penetration has risen to 52% of the population and these smartphone owners are becoming increasingly reliant on their devices. 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 the opportunity to engage the new constantly connected consumer.
Smartphones have transformed consumer behaviour. Mobile search, video, app usage and social networking are prolific. Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (48%).
Implication: Extending advertising strategies to include mobile apps and mobile and developing integrated cross-media campaigns can more effectively reach today’s consumers.
Smartphones help users navigate the world. Appearing on smartphones is critical for local businesses. 86% of smartphone users look for local information on their phone and 88% take action as a result, such as making a purchase or contacting a business.
Implication: Ensuring that clickable phone numbers appear in local results and leveraging location-based services on mobile make it easy for consumers to connect directly with businesses. This becomes even easier with click to call functionality built into Mobilise Solutions mobile apps and mobile HTML5 web apps.
Smartphones have changed the way that consumers shop. Smartphones are critical shopping tools with 94% have researched a product or service on their device. Smartphone research influences buyer decisions and purchases across channels. 28% of smartphone users have made a purchase on their phone and in-app purchases are even more likely.
Implication: Having a mobile optimised site and a mobile app is critical and a cross-channel strategy is needed to engage consumers across the multiple paths to purchase.These are just a few of the statistics that are available that show how important it is for your business to have both a mobile enabled website and mobile application.
For more information contact Mobilise Solutions and let us show you how you can Mobilise your business.
Frost and Sullivan
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