There’s money to be made in mobile

AIMIA’s 9th annual survey finds 38 per cent of respondents who make purchases through their mobile phones claim they will increase online spending in the next six months

The ever-increasing mobile population is triggering a rise in users not only sourcing information on their handset device, but also purchasing goods and services through it.

Mobile industry group AIMIA’s 9th annual Australian Mobile Phone Lifestyle Index for 2013 released this week shows 54 per cent of more than 2300 respondents made online purchases using their mobile phones. Of these, 45 per cent made two to three purchases in the last month and 38 per cent claim they will increase online spending in the next six months.

Digital content for the mobile phone, such as apps, video clips and games, was the most common type of purchase at 65 per cent. This was followed by tickets (53 per cent), books (34 per cent), clothes and jewellery (both 32 per cent), consumer electronics (19 per cent), services (12 per cent), DVDs (10 per cent), toys (9 per cent) and groceries (6 per cent).

Of the 82 per cent of respondents who had downloaded applications on their mobile phones, 62 per cent paid to do so. More than a third paid between $2-2.99, with 32 per cent paying $3-5.99, 17 per cent $1-1.99, 9 per cent $6-10, and 4 per cent more than $10.

The number of people paying for applications in the $2-5.99 price range has also increased since last year by 29 per cent. In addition, more people this year are purchasing apps in the $6-10 price range, increasing from 7 per cent in 2012 to 9 per cent this year.

The number of respondents that agreed to receive SMS or MMS messages from businesses has steadily increased since 2011, reaching 63 per cent this year compared to 57 per cent in 2012 and 47 per cent in 2011. Forty-three per cent agreed to one to five businesses sending messages.

The bulk of businesses sending consented messages were the banks at 58 per cent, with health and beauty providers at 27 per cent. Other retail and department stores at 21 per cent, and all other types of businesses such as travel, restaurants, reached less than 20 per cent of respondents.

With online shopping increasingly becoming popular among consumers, the survey found 28 per cent of respondents decreased in-store purchasing since started making purchases through their phones.

Just shy of 50 per cent are ‘somewhat satisfied’ with their mobile retail experience, and 30 per cent are ‘very satisfied’. Seventeen per cent are neutral, 4 per cent are somewhat dissatisfied and only 1 per cent are very dissatisfied.

Debit or credit card, PayPal and iTunes were the most popular ways to make payments through mobile phones.

The survey also found Apple continues to dominate the market, with 68 per cent of the 1298 tablet users owning an iPad, and 45 per cent of 2040 smartphone users owning an iPhone. However, Samsung tablet users increased from 7 per cent in 2012 to 12 per cent in 2013.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

I have a friend from LA, he went to Australia two years ago and said me that it was very cool, but very expensive. People don't earn enou...

Rental24hAustralia

Tourism Australia flexes brand awareness, sets sights on US traveller market

Read more

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

Latest Podcast

More podcasts

Sign in