Ampli 2013 mobile landscape in australia zuni
Transcript of Ampli 2013 mobile landscape in australia zuni
![Page 1: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/1.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Australian Mobile Phone Lifestyle Index (AMPLI) 9th Edition Special Topic: Mobile Retail
![Page 2: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/2.jpg)
© 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
![Page 3: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/3.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
General information about smartphone usage
![Page 4: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/4.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Smartphone Ownership
88% 93% Expected ownership by August 2014 12% increase since 2012
![Page 5: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/5.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
80% of handsets dominated by two
![Page 6: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/6.jpg)
© 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
![Page 7: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/7.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
What do we use our smartphones for?
![Page 8: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/8.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Frequency of Mobile Use
![Page 9: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/9.jpg)
© 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
![Page 10: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/10.jpg)
© 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
![Page 11: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/11.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Mobile Search is #1 Search is the only category that has increased in direcCng traffic to websites
![Page 12: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/12.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Social Life “Other” includes blogs, forums, Pinterest, Instagram, Skype and Viber
![Page 13: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/13.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Applications
![Page 14: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/14.jpg)
© 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
![Page 15: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/15.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
What types of applications are floating their boats?
![Page 16: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/16.jpg)
© 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
![Page 17: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/17.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Paid apps continued
Transient apps increased, eg books, photos, videos and movies
![Page 18: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/18.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Typical Costs Considerable spike in comfort for $3-‐$6 apps
![Page 19: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/19.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Advertising & Marketing
![Page 20: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/20.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
How many businesses are people happy to receive MMS/SMS messages from?
![Page 21: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/21.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Impact of tablets on mobile phone use
![Page 22: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/22.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Tablet Ownership • AnCcipated 76% penetraCon by August 2014 • 68% own an iPad v 12% own Samsung
![Page 23: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/23.jpg)
© 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
![Page 24: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/24.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Special Topic: Mobile Retail
![Page 25: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/25.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
How do you pay?
63% 52% 48%
![Page 26: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/26.jpg)
© 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
![Page 27: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/27.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
In-Store Impact
80% are happy / saCsfied with their online purchase experience
![Page 28: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/28.jpg)
© 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
![Page 29: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/29.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Wearable Technology
PenetraCon PredicCons • 10% by February 2014 • 22% by August 2014
![Page 30: Ampli 2013 mobile landscape in australia zuni](https://reader034.fdocuments.in/reader034/viewer/2022052522/554ccbb7b4c905a5208b4eda/html5/thumbnails/30.jpg)
© 2013 Zuni | All Rights Reserved | Confidential
Thank You Valen8na Borbone Client RelaConship Director E: [email protected] P: 02 9516 5480 T: valenCna1975 L: au.linkedin.com/in/valenCnaborbone/