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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Thanks for sharing with us. I just loved your way of presentation. I enjoyed reading this .Thanks for sharing and keep writing. It is goo...

Nisha

Cancer Council: Finding the physical-virtual engagement balance post-COVID

Read more

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in