In addition to some fun facts (1 in 4 Australian smartphone owners would sooner give up TV than their mobile device), our research revealed four trends every advertiser, marketer, and business in Australia should pay attention to:
- Your customers have gone mobile...so should you: It’s safe to say that Australia’s mobile revolution isn’t coming - it’s already here. More than half of the Australian population now owns a smartphone, which means that more than half your customers do too. Businesses need a strategy that addresses mobile consumers.
- Smarter phones make smarter shoppers, so be ready: The overwhelming majority of Aussies we surveyed (94%) have researched a product or service on their smartphone device, which means a mobile-friendly website is now essential to your bottom line: 61% said they wouldn’t return to a website that wouldn’t load on their phone.
- If you’re local, they’re looking for you: 86% of smartphone users look for local information on their phone and 88% take direct action as a result, such as visiting or contacting the business. That’s almost double what our research found last year, making it doubly important for small businesses to be ready with a mobile website that clearly displays information like location and trading hours.
- Multi-tasking with media: Australian smartphone owners are multi-screen masters, creating extra opportunities for advertisers to reach them as they multi-task. For example, 80% use their phone while doing other things like watching TV (48%), and 57% have searched from mobile after seeing an ad on TV. Businesses should complement their online and offline ad campaigns with mobile ads to reach their audience on all screens.
As before, we’re making this research available in full. So if you’re an advertiser, developer, or business that wants to know more about the Australian mobile consumer, head over to thinkwithgoogle.com/mobileplanet and have a look.
Posted by Jason Pellegrino, Head of Mobile Ads, Google Australia
