2011 Australian Mobile Phone Lifestyle Index (AMPLI) were released earlier this month by AIMIA. The survey is designed to track trends across applications, services, social networking and mobile data in the Australian market. The key observation from the survey was the varying utility of mobile phone usage. Australian are undertaking a larger range of activities on their mobile phones (even more apparent with 63% of Australians opting for mobile plans with data included – up 6% on 2010).
Weekly use of their mobile phone:
- 51% browsed the internet on their phone (up 16% on 2010)
- 50% conducted a mobile search (up 15% on 2010)
- 25% use their mobile for banking (up 9% on 2010)
- 20% use their mobile to make payments (up 11% on 2010)
Mobile communication services
All mobile communication services are trending upwards from MMS to chat. Most significantly:
- 55% now use email on their mobile (up 13% on 2010)
- 53% use social networking (up 14% on 2010)
Those that elected email and social media as channels they used were amongst the highest of the very-high-level users (‘at least 5 times a day’), reporting 19% and 20% respectively.
Would people use their mobile as an EFTPOS or Credit Card? (Or how quickly can we expect Google Wallet and the likes to be taken up)
- 25% said yes
- 20% said they would need more information
For the first time, the AMPLI Survey captured respondent interest in tablets.
- 49% of respondents have tablets or intent to buy one in the next 6-12 mths
- Those that do own:
o 85% over 25
o 45% are 26-41
o 40% are over 41
Marketing to mobile devices:
40% of the sample had signed up to receive messages from businesses
- 44% of this group getting updates from banks
- 32% for retailers other than department stores
- 21% for beauty brands and
- 16% for travel agents
Less favourably, 60% of people had never bought something following an exposure to a mobile ad, although 15% purchased items after viewing brand messages more than 5% of the time.