Australian Mobile BehaviourApril 2013

Cameron De GiorgioDigital Strategist

Data: Google- Our Mobile Planet Images: We Never Look Up Tumblr

A simple Google trend search for ‘smartphone’ in Australia highlights our ever-increasing reliance on mobile

We have one of the highest mobile penetration rates in the world

52% smartphone

17% tablet

• 53% smartphone• 18% tablet

MalesFemales

• 51% smartphone• 16% tablet

Mobile penetration is highest with Gen-Y users

Mobile is always around us

Use of mobile:• 85% on the go• 73% at work• 68% whilst shopping

Our daily routine consists of regular short bursts on mobile devices.

• 56% of users interact with mobiles for multiple short sessions everyday

One screen isn’t enough

• 48% of us are using mobile whilst watching tv shows• 34% on the internet through another device

Mobile devices are the modern Swiss Army Knife

• 81% take photos/videos• 75% browse the web• 73% search for info• 72% send emails• 71% use apps

We’re always connected

Frequency of social site visits via mobile:• 55% daily• 16% weekly• 7% monthly• 6% less than monthly• 15% never