AUSTRALIAN MOBILE PHONE LIFESTYLE INDEX

Transcription

1 Mobile Industry Group AUSTRALIAN MOBILE PHONE LIFESTYLE INDEX 8th Edition Special Topic: Impact of Tablets on Mobile Phone Use SEPTEMBER 2012 Author: Dr Marisa Maio Mackay Director Complete the Picture Consulting Project Managers: Dr Marisa Maio Mackay Director Complete the Picture Consulting Oliver Weidlich Co-Chair of the AIMIA Mobile Industry Group Director of Design and Innovation Mobile Experience

2 Disclaimer While all care and diligence has been used in producing this report, AIMIA gives no warranty it is error free and will not be liable for any loss or damage suffered as a result of the use, directly or indirectly, of information in this report. AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

3 AIMIA AMPLI Survey Official Research Partner: Official Sponsors: Supporters: AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

4 Acknowledgements The AMPLI project team would like to extend a warm thank you to the following parties for helping in the promotion of the Survey. Promoting and Linking to the Survey 3 (VHA) BBC Fairfax Digital My 24/7 News Digital Media ninemsn Optus Telstra BigPond Virgin Mobile Vodafone (VHA) Spectrum Communications Hostworks Community Engine AAPT Banner Ad Creative MIA The Project Team would also like to thank those individuals who gave their time to review the report. AIMIA Staff John Butterworth CEO AIMIA Corinne Franks - Commercial Manager Nina King - Sponsorship & Patron Manager Kelly Slessor - Director BanterMob and Co-Chair of the AIMIA Mobile Industry Group AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

5 Executive Summary This report presents the results of the 8th Australian Mobile Phone Lifestyle Index, which has been carried out with the sponsorship and support of Industry. The overall objective of the annual study is to gain insights into the current and changing profile, behaviour and preferences of Australian mobile phone users over time. It remains the only known national, independent tracking study that makes its comprehensive results freely available to all interested parties. The core questions have remained predominately the same across the 8 years that the project has been carried out. Commencing with the second survey an annual special topic was also included to enable exploration of topical issues or emerging interests. For this edition, the special topic questions related to the impact of tablets on mobile phone use. What the Survey Covered The specific research themes addressed in the study were as follows: The socio-demographic and mobile phone profile of Australian mobile phone owners. How Australian mobile phone owners are using their mobile phones, and how often. How Australian mobile phone owners plan to use their phones in the near future. The use of websites, compared to the use of applications on the mobile phone. The current purchasing behaviour of Australian mobile phone users in terms of specific services and content. The current level of engagement with SMS and MMS messages received from businesses. The level and type of engagement with a range of different types of advertising and marketing messages received on the mobile phone. Current awareness and use of mobile phone applications among Australian mobile phone owners. This year s special topic, the effect of tablet ownership on mobile phone use, included a review of: Tablet ownership Tablet uses and frequency of use The use of applications compared to the use of websites The change in mobile phone use as a consequence of tablet ownership. Some key and topical findings from the survey will be presented in the remaining sections of the executive summary. Additional detail about the findings, together with the remaining analysis is reported in the body of the report. AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

6 Survey Design and Distribution To complete the survey the individual had to own a mobile phone and live in Australia. The survey consisted of primarily close ended and multiple choice questions and took respondents approximately minutes to complete. The survey was in the field for 15 days from 15 July to the 31 July The survey was distributed via: Banner ads placed on a range of industry websites s sent to previous AMPLI respondents who had agreed to participate in future surveys Other social media. Survey Response Rate A total of 3,136 respondents completed the 2012 survey. This was consistent with the response rate for the past few years. As in past years, a large number of responses were received from people whose mobile phone carrier was Virgin. Consequently, the results were weighted to better reflect carrier market share. The sample size used for the analysis was therefore reduced to 1,784 responses. This is still a strong response rate. About the Survey Respondents The survey collected data to enable the creation of a socio-demographic profile of the survey respondents. In general, the socio-demographic profile of survey respondents is broadly in line with the profile of adult Australians released by the Australian Bureau of Statistics (ABS). Given this finding and the sample size, the results of the 2012 Survey sample can be generalised to Australian mobile phone owners between 18 and 75 years of age. The results also show that the socio-demographic profile of the respondents across all the surveys is relatively consistent, which allows for meaningful comparisons across the years. The responses were then categorised into groupings by tagging the data with geotribe 1 groupings. The geodemographic segmentation applies to Australians 18 and over, and is based on a sophisticated spatial modelling process that combines Australian Bureau of Statistic Census demographic data with lifecycle stage and socioeconomic status data from the Household Expenditure Survey. In line with the overall generalisability of the survey results to the Australian adult population, the survey profile by the 15 geotribes is also remarkably close to the Australian profile. It further confirms that the behaviours and views of Australians from a wide range of different stages of life and social status were collected. Such profiling analysis provides companies, other organisations and the industry with a new and important understanding of how different segments of Australians are using mobile phones and what this may mean for their mobile strategy. 1 A profiling tool developed by rda research AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

7 About the Mobile Phones, Payment Plans and Carriers Data was collected to enable the creation of a profile of mobile phone ownership. Smartphone Ownership For the last two years respondents have been asked if their mobile phone was a smartphone. Not surprisingly there has been an increase in the percentage of respondents that owned a smartphone. Of all the respondents 76% owned a smartphone, compared to 67% last year. Respondents that did not own a smartphone were asked if they planned to purchase a smartphone in the next 12 months. Although the planned purchase may not correlate with actual purchase it does indicate intent, interest and overall mindset of the respondent. Based on the results, 8 of respondents would own a smartphone by end of 2012 and 84% would own a smartphone by mid 2013, highlighting that smartphone uptake is still growing. Satisfaction With Carrier Services Respondents were asked to indicate if they were satisfied with a range of different mobile phone service related issues. Satisfaction with services by carrier clearly shows that variation across the carriers was substantial for many of the services. For example: Satisfaction with Virgin was considerably higher for almost all services, except network coverage. Satisfaction with Telstra s network coverage was an obvious standout for the carrier, compared to the other providers. Vodafone experienced a substantially lower level of overall satisfaction compared to the other carriers. Data Inclusion in Payment Options Respondents were asked if an allowance for mobile data is included in their monthly bill or pre-paid amount. The percentage of respondents that stated they had a data allowance included in their payment options has been substantially growing over the last four years. Three quarters of the respondents now have data included in their payment options. The amount of data that is included in payment options has also been steadily increasing over the last four years. Of particular note is the increase in the percentage of respondents with more than 1GB of data (from 11% to 39% over the four years). About How the Mobile Phone Is Used Data was collected to provide insight into how mobile phone owners are using their mobile phones. AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

8 Overall Use of the Mobile Phone by Respondents Respondents were asked how often they used their mobile phone for a range of listed purposes. There has been growth in the use of the mobile phone for all purposes other than voice calls and text messaging. The growth rates for the period 2010 to 2012 were as follows: Send and receive s 25% To get information 21% For entertainment 15% To visit websites, and/or search or browse the internet For banking, including transfers and bill payments 19% To buy things online 16%. Top 5 Ways Respondents Use Their Mobile Phones For the first time respondents were also asked to rank the top 5 ways they use their mobile phone from a selected list. Excluding voice and SMS, sending and receiving s is the next most highly ranked use of the mobile phone followed by visiting websites, and/or browsing or searching the Internet and to get information. Role of the Mobile Phone in the Purchase Decision During the last year there has been media focus and industry discussion about how Australians are using their mobile phones to make purchase decisions. In response to this interest, this year s survey included a question to explore the nature of this engagement. Approximately 4 of respondents use their mobile phone to compare prices online and to look at product or service reviews before making a purchase decision. Thus, it is evident that a large number of consumers are using their mobile phones to aid their purchase decisions. Use of Websites Versus Applications Another topical issue in the media and industry has been around the use and popularity of websites versus applications, and the resulting implications for businesses. In this year s survey we explored whether respondents said they used more websites or applications on their mobile phones. Overall 77% of all respondents access websites and/or applications on their mobile phone. As a percentage of these respondents, 86% use a combination of both websites and applications. Expected Use of the Mobile Phone in the Next 12 Months Respondents were also asked this year their intent to use their mobile phones in the next 12 months relative to their current use. While actual and intended use may not directly correlate it provides an indication of the interests and intent of respondents. The results suggest the following: Many respondents plan to increase their current uses of the mobile phone. º Around 25% of the respondents currently using their mobile phone for voice call, texting, ing, getting information, and visiting websites/browsing/searching intend to increase their use of the phone for these purposes in the next 12 months. AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

9 º Around of the respondents currently using their mobile phone for entertainment, banking and buying things online intend to increase their use of the phone for these purposes in the next 12 months. Only a very small percentage of respondents (1-3%) plan to decrease their use of the mobile phone for any given purpose. About the Specific Services Accessed Respondents were again asked this year about the specific entertainment, information and communications services they access on their mobile phones. Some key findings were as follows. Only small percentages of respondents were high-level 2 users of the listed entertainment services and content. Games have clearly the highest proportion of high-level users (18%) followed by Mobile TV (). Weather and news were the most popular information services accessed in terms of frequency of use. Around one third of respondents were high-level users of weather (38%) and news (33%) information on their mobile phones, and approximately were medium-level users 3. Maps/location and traffic information were equally popular, but used less frequently. Between and 4 of respondents were also high or medium-level users of most of the other information services. and social networking sites are clearly the most frequently used communication services. Just under half of the respondents were high-level users of . Social networking sites and applications on the mobile phone were found to be almost as popular with just over 4 of users being high-level users. Approximately 6 of respondents reported that they used some form of social networking (SN) sites or applications on their mobile phones. Facebook was found to be the most popular SN site or application (59%), with Twitter being a distant second (26%). About the Applications Accessed Of all the respondents, 69% stated they had downloaded and installed an application to their mobile phone. This represents a substantial increase from 55% in 2011 and 41% in For those respondents that had downloaded applications, additional data was collected. Average Number of Applications Used Per Week For the first time this year respondents were asked to report the average number of applications used per week. The results found that approximately half of the respondents were using between 2 and 5 applications on average per week, while just over a third of respondents were using more than 6 applications. These findings suggest that those that are downloading and installing applications are engaging quite frequently with a range of applications. 2 High-level users were daily users of the services. 3 Medium level users were weekly or monthly users of the service. AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

10 For What Purpose the Respondents Use the Applications Respondents were asked for what purpose they use their applications in terms of work or personal use. Over the last few years there has been a shift away from the use of applications solely for personal use towards the use of applications for a mix of both personal and work purposes. Types of Applications Used by Respondents Respondents were asked what type of applications they have used on their mobile phones in the last 6 months. The most popular types of applications used by respondents were Maps and navigation (74%), Games (74%), News and weather (73%) and social networking (71%). Paid Applications Downloaded and Installed on the Mobile Phones Of those respondents who had downloaded and installed applications to their mobile phones, 59% stated they had paid to do so. This is consistent with last year s results (6), but represents an increase from 2010 (5). About Advertising and Marketing The special topic last year was advertising and marketing on the mobile phone. A few of the questions were included in this year s survey to provide some ability to track this evolving opportunity in the mobile phone space. The key results follow. Receipt of Opted in SMS or MMS Messages From Businesses Compared to last year there has been an increase in the overall proportion of respondents who had opted in to receive SMS or MMS messages from businesses; from 47% last year to 57% this year. The greatest increase was in the 1-5 businesses category, which saw an increase from 34% to 4 of respondents. This suggests that mobile phone respondents are increasingly becoming more proactive and responsive in the use of the mobile phone to engage with businesses. The proportion of respondents that opted in to receive messages increased for almost all business types, the only exception being travel, which remained the same as last year. The profile of the type of businesses remained similar to that found in the 2011 survey, with banking or credit unions having the highest proportion of respondents opting in for advertisments and messages followed by other retail stores, and heath and beauty providers. Respondents Awareness and Engagement With Different Types of Advertising and Messages Respondents were asked about their awareness and engagement with a range of different types of advertising they may have been exposed to while using their mobile phones. Around one quarter of the respondents had seen and engaged with the listed range of advertising and messages AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

11 received on their mobile phones. Approximately another had seen, but not engaged, with most of the types of advertisements and messages. The overall average level of engagement for Survey 2012 was 54%. This means that if the respondents saw an advertisement, there was just over 5 chance that they would engage. Conversely there is just less than 5 (i.e., 46%) chance that they would not engage. This is consistent with the average level of engagement from the 2011 Survey results, which was 54%. Special Topic: About the Impact of Tablets on Mobile Phone Use Tablet Ownership of Respondents Almost 4 of respondents reported that they owned a tablet, which represented a substantial increase from last year. High growth in the last 12 months was expected given the rate of uptake in Australia, although the figure of 38% is higher than other publicly reported industry figures. Tablet Capability Those respondents who owned a tablet were asked to identify the capability of their tablet. Approximately 5 of the respondents had WiFi only enabled tablets. The large proportion of WiFi enabled only tablets highlights that while these devices are highly portable their use is restricted to particular environments (e.g., home, cafés, etc.). Tablet Use Compared to Mobile Phone Use Data was collected to determine the respondents perceived impact of their tablet on their mobile phone uses. Approximately one third of respondents who owned a tablet reported that their use of the mobile phone for getting information, for entertainment and for visiting websites and/or browsing or searching the Internet had decreased as a consequence of buying a tablet. However, other respondents (approximately 12-13%) reported an increase in the use of their mobile phone for the same purposes since acquiring their tablets. When the responses to the future use of the mobile phone was considered for only respondents with tablets, it was found that for all uses with the exception of reading and editing documents, the net increase in expected use (i.e., percentage of respondents reporting an increase in use less those reporting a decrease in use) was approximately. Thus, the possibility of tablet ownership increasing the use of mobile phones exists. Given the emerging use of tablets, the relationship between mobile phones and tablets is still evolving. However, the results suggest that the two devices are currently complementary. We trust that this research will enable industry stakeholders to develop a better understanding of Australian mobile phone users as part of their ongoing quest to meet changing consumer needs. AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

12 TABLE OF CONTENTS Introduction 1 Research Themes and Design 2 Survey Response Rate 3 Interpreting the Results 3 Presentation of the Results 3 Section 1: About The Survey Respondents 4 Gender of Respondents 7 Age of Respondents 8 Location of Respondents 9 Housing Status of Respondents 11 Living Status of Respondents 12 Employment of Respondents 13 Income of Respondents 14 Section 2: About The Mobile Phones, Payment Plans and Carriers 16 Smartphone Ownership of Respondents 16 Handset Brand of Respondents 18 Mobile Phone Carrier of Respondents 19 Satisfaction With Carrier Services 20 Payment of Mobile Phone Bills 22 Monthly Phone Spend by Respondents 23 Data Inclusion in Payment Options 24 Section 3: About How The Mobile Phone Is Used 26 Overall Use of the Mobile Phone 26 Role of the Mobile Phone in the Purchase Decision 32 Use of Websites Versus Applications 33 Expected Use of the Mobile Phone in the Next 12 Months 36 Mobile Phone Use by geotribe 37 AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

13 Entertainment Services and Content Accessed 47 Section 5: About The Applications Accessed 55 Paid Applications Downloaded and Installed on the Mobile Phones 61 Type of Applications Respondents Paid For 61 Typical and Maximum Cost Paid For An Application 64 Section 6: About Advertising and Marketing 65 Respondents Awareness and Engagement With Different Types of Advertising and Messages 67 Special Topic: About The Impact of Tablets on Mobile Phone Use Tablet Ownership of Respondents 70 Tablet Brands and Capability 73 Purpose and Length of Tablet Ownership 74 Tablet Use Compared to Mobile Phone Use 78 For More Information 82 AIMIA. The Australian Mobile Phone Lifestyle Index. October 2012

14 INTRODUCTION This report presents the results of the 8th Australian Mobile Phone Lifestyle Index (AMPLI) survey, which has been carried out with the sponsorship and support of Industry. The overall objective of the study is to gain insights into the current and changing profile, behaviour and preferences of Australian mobile phone users over time. It remains the only known national independent tracking study that makes its comprehensive results freely available to all interested parties. The first study was initiated by the AIMIA Mobile Industry Group in 2005 and was motivated by the lack of available independent information about Australian mobile phone users. The second survey was carried out in May 2006, the third in March 2007, the fourth in August 2007, the fifth in June 2009, the sixth survey in June/July 2010 and the seventh survey in July The 2012 survey was conducted during July. We expect to continue to carry out the study annually in order to investigate longitudinal trends relating to mobile phone use in Australia, as well as studying emerging topics of importance. The survey consists of a series of core questions that have remained predominately unchanged since the inception of the project. Since Survey 2, questions relating to an annual special topic have also been included in the surveys. The special topics were different for each subsequent survey. The project team together with the AIMIA Mobile Industry Group select the special topic areas each year and endeavour to capture topics that will have wide appeal and interest to all users of the report. A list of the special topics for past surveys follows. Survey The Impact of 3G Survey Advertising on the Mobile Phone Survey Communities and User Generated Content Survey Mobile Commerce Survey Mobile Phone Applications Survey Mobile Phone Advertising and Marketing For the 2012 survey the special topic questions related to the impact of tablets on mobile phone use. The report is organised into the following key sections: 1. Research Themes and Design 2. Survey Response Rate 3. Interpreting the Results 4. Presentation of the Results 5. The Results 6. For More Information This research has been designed to enable industry stakeholders to develop a better understanding of Australian mobile phone users as part of their ongoing quest to meet changing consumer needs. AIMIA. The Australian Mobile Phone Lifestyle Index. September

15 RESEARCH THEMES AND DESIGN Research Themes In the overall context of developing an understanding of Australian mobile phone users in terms of their profile, current behaviour and preferences, the specific research themes addressed in the study are as follows: The socio-demographic and mobile phone profile of Australian mobile phone owners. How Australian mobile phone owners are using their mobile phones, and how often. How Australian mobile phone owners plan to use their phones in the near future. The use of websites, compared to the use of applications on the mobile phone. The current purchasing behaviour of Australian mobile phone users in terms of specific services and content. The current level of engagement with SMS and MMS messages received from businesses. The level and type of engagement with a range of different types of advertising and marketing messages received on the mobile phone. Current awareness and use of mobile phone applications among Australian mobile phone owners. Special Topic for 2012 The special topic for the 2012 AMPLI is the impact of tablet ownership on mobile phone use. Specific areas that were explored included: Tablet ownership Tablet uses and frequency of use The use of applications compared to the use of websites The impact, if any, of tablet ownership on mobile phone use. It should also be noted that in line with the overall objective of the Survey, the AMPLI: Focuses on all adult Australians that own a mobile phone, not only smartphone users Includes some user-segmentation (profiling) to help companies determine the mobile phone behaviours of their customers. Survey Design and Distribution A pilot of the 2012 survey was carried out in early July to ensure survey functionality, optimal usability and data integrity. The survey was then activated and in the field for 15 days from 15 July to the 31 July To be eligible to complete the survey, survey respondents had to own a mobile phone and live in Australia. The survey consisted of primarily close ended and multiple choice questions and took respondents approximately minutes to complete. An incentive was offered to encourage potential respondents to participate in the study and also complete the survey. Those respondents that completed the survey were eligible to enter a draw to win one of two 8GB Apple Touch ipods (valued at $220) or one of two $220 Myer gift vouchers. AIMIA. The Australian Mobile Phone Lifestyle Index. September

16 The survey was distributed by the following mechanisms: Banner ads that were placed on a range of industry websites including carrier and media sites (for a full list refer to acknowledgements) s that were sent to previous AMPLI respondents who had opted in to receive research requests Promotion of the survey by social media (e.g., Twitter). SURVEY RESPONSE RATE A total of 3,136 respondents completed the 2012 survey. This was consistent with the response rate for the past few years. A large number of responses were received from people whose mobile phone carrier was Virgin. This overrepresentation has occurred in past years (e.g., 2009 to 2011) and in 2011 the survey data was weighted to better reflect the market share in order to facilitate easier interpretation of the results for all mobile stakeholders. As a consequence of the over-representation of respondents whose mobile phone carrier was Virgin in the 2012 survey results, it was determined that weighting the results to better reflect market share was once again appropriate. Additionally, a decision was made to incorporate the results from those respondents who had completed the majority of the survey, but did not finish the survey. What this means The sample size used for the 2012 analysis was reduced to 1,784. However, it should be noted that this is still a strong response rate. The confidence interval for this sample is still small (2.3). INTERPRETING THE RESULTS As you move through the report please remember the following: Tables and figures are reported as percentages unless otherwise stated. Due to rounding, some totals may range from 99% to 101%. Rounding errors may also affect the total percent of collapsed categories. For example combining the frequency categories at least 5 times a day and at least once a day may not exactly equate to the sum of the rounded percentages for these categories. The n s for questions may vary as there were some respondents that did not complete all sections (e.g., demographic questions). However, the confidence intervals are only marginally affected and we can therefore be confident that the results reflect the profile and behaviours of Australian mobile phone users. Wherever possible and where of value (as considered by the author) comparisons have been made across the surveys. Please remember that in order to capture the changing mobile phone market, there has been variation in the way that some of the information has been collected across the surveys. Consequently, not all questions are comparable across all 8 surveys. PRESENTATION OF THE RESULTS The results of the research are presented in six key sections: Section 1: About The Survey Respondents Section 2: About The Mobile Phones, Payment Plans & Carriers Section 3: About How The Mobile Phone Is Used Section 4: About The Specific Services Accessed Section 5: About The Applications Accessed Section 6: About Advertising And Marketing Special Topic: About The Impact of Tablets on Mobile Phone Use AIMIA. The Australian Mobile Phone Lifestyle Index. September

17 SECTION 1: ABOUT THE SURVEY RESPONDENTS This section of the report provides a socio-demographic profile of the survey respondents, which includes the following: Gender Age Location Housing status Living status Employment status Income Profile by geotribe The socio-demographic profile of survey respondents is broadly in line with the profile of adult Australians released by the Australian Bureau of Statistics (ABS) and shows that the results of the 2012 Survey sample can be generalised to Australian mobile phone owners between 18 and 75 years of age. The results of this section also show that the socio-demographic profile of the respondents across all the surveys is relatively consistent, which allows for meaningful comparisons across the years. However, to aid readability of this section: Comparison between the survey results and the ABS data is included for only some of the demographic variables Comparison across all eight surveys is included for only some of the demographic variables. More about geotribes A profile of respondents by geotribe groupings is also presented in this section of the report. geotribes are a profiling tool developed by rda research, a leading Australian supplier of geo-demographic solutions for companies. The geo-demographic segmentation applies to Australians 18 and over, and is based on a sophisticated spatial modelling process that combines Australian Bureau of Statistic Census demographic data with lifecycle stage and socioeconomic status data from the Household Expenditure Survey. The 15 geo-tag profiles were introduced to the AMPLI for the first time last year. They have been applied to all of the survey respondents aged 18+ years that have at the least, supplied age, gender and postcode details 4. Descriptions of the 15 geotribes are provided on the following page. Further analysis of mobile phone behavior by these geotribes is also presented for some of the mobile phone use results. Such profiling analysis provides companies and the industry with a new and important understanding of how different segments of Australians are using mobile phones and what this may mean for their mobile strategy. 4 Most of the alignment to the tribes also drew on additional information supplied by the respondents like suburb and housing type. AIMIA. The Australian Mobile Phone Lifestyle Index. September

18 geotribe descriptors geotribe geotribe AIMIA. The Australian Mobile Phone Lifestyle Index. September

19 geotribe AIMIA. The Australian Mobile Phone Lifestyle Index. September

20 Gender of Respondents Figure 1 shows a comparison of the gender breakdown of respondents across the Surveys. Figure 1: Gender Breakdown Across the Surveys Gender of Respondents Across the Surveys % 67% 29% 71% 39% 61% 31% 69% 45% 55% 44% 56% 48% 5 47% 53% SURVEY 2005 SURVEY 2006 SURVEY 2007 SURVEY 2008 SURVEY 2009 SURVEY 2010 SURVEY 2011 SURVEY 2012 Females Males Comments The gender ratio for the 2012 Survey was consistent with the ABS gender profile of Australians. In the early surveys, there was a slight tendency towards a greater number of females than males, but the mix of males and females has moved more closely to reflect the actual population in recent years. 3 AIMIA. The Australian Mobile Phone Lifestyle Index. September

21 Age of Respondents Figure 2 shows a comparison of the age distribution of 2012 respondents compared to the population data from the Australian Bureau of Statistics (ABS). Figure 3 shows the age profile of respondents across all of the surveys. 5 Age of Respondents 15% 1 13% P 5% 6% 11% 11% 11% 11% 11% 9% 9% 8% 8% 5% 6% 5% 3% YRS YRS YRS YRS YRS YRS YRS YRS YRS YRS YRS Survey Australian Population (ABS Census) 4 Figure 3: Age of Respondents Across the Surveys Age of Respondents Across the Surveys PERCENT OF RESPONDENTS to to to to to to to to to to to to 65 >65 AGE CATEGORIES 2005 Survey 2006 Survey 2007 Survey 2008 Survey 2009 Survey 2010 Survey 2011 Survey 2012 Survey 5 Except for Survey 1, as age was collected differently. 5 AIMIA. The Australian Mobile Phone Lifestyle Index. September

22 Comments There has been a gradual shift in the distribution of the age profile over the life of the AMPLI survey. As shown in Figure 3, there was a bias towards younger respondents in the first survey (2005). Over time, this bias has slowly disappeared as older Australians take up using the mobile phone. The bias towards the younger population in the early surveys may also be a reflection of the survey topic, which attracts the interest of younger mobile phone users and to a lesser extent, may reflect the channels and medium for data collection. The age profile of the respondents in the last few surveys more closely matches that of the Australian population. While there is some variation in the age profile across the surveys, it is nevertheless still possible to compare responses in relation to different age groups across the surveys 6. Location of Respondents Figure 4 shows the residing state of the respondents compared to the population data from the Australian Bureau of Statistics (ABS). Figure 5 presents the location profile of respondents across all of the surveys. 7 Location of Respondents 4 34% 3 18% 15% 7% 19% 25% 8% 3% AUSTRALIAN CAPITAL TERRITORY NEW SOUTH WALES 1% 1% NORTHERN TERRITORY QUEENSLAND SOUTH AUSTRALIA TASMANIA VICTORIA WESTERN AUSTRALIA Survey Australian Population (ABS Census) 6 6 The only exception with respect to comparing survey responses based upon age groups relates to the first survey where no responses were collected from people aged greater than 65 years. 7 The residing state of respondents was not collected for Survey 1 (2005). AIMIA. The Australian Mobile Phone Lifestyle Index. September

23 Location of Respondents Across the Surveys Figure 5: Residing State of Respondents Across the Surveys % 19% 9% 6% 33% 19% 7% 8% 33% 18% 8% 35% 1% 18% 34% 19% 8% 9% 35% 17% 8% 1 35% 3% 18% 8% 15% 34% 28% 28% 24% 25% 27% 24% 19% SURVEY 2006 SURVEY 2007 SURVEY 2008 SURVEY 2009 SURVEY 2010 SURVEY 2011 SURVEY 2012 VIC NSW SA WA QLD ACT TAS NT 7 Comments All Australian States and Territories were represented in all surveys with a very similar breakdown across the samples. There was a slight over-representation of SA respondents and under representation from Victoria relative to the ABS profile, especially in the 2012 Survey. However, overall the profiles were broadly consistent with the ABS with around 55-6 of Survey participants living in New South Wales and Victoria. AIMIA. The Australian Mobile Phone Lifestyle Index. September

24 Housing Status of Respondents In the last two surveys (2011 and 2012) the housing status of respondents has been recorded. This has allowed better matching of the respondents to the socio-demographic and lifestyle geotribes, which were introduced in the 2011 report. Figure 6 shows the housing status of Survey 2011 and Survey 2012 respondents. Housing of Respondents Across the Surveys % 7 6 P % 18% 9% 8% 1% 1% SEPARATE HOUSE FLAT, UNIT OR APARTMENT SEMI-DETACHED ROW OR TERRACE HOUSE, OR TOWN HOUSE OTHER Survey 2011 Survey Comments The housing profile of the respondents was almost the same across both surveys (the differences are within the margins of error for the survey). All housing options were represented, with an overwhelming majority living in separate housing. This is consistent with the ABS housing profile of adult Australians. AIMIA. The Australian Mobile Phone Lifestyle Index. September

25 Living Status of Respondents The living status of respondents across the surveys is shown in Figure 7. Living Arrangement of Respondents Across the Surveys % 18% 17% 17% 8% 14% 7% 14% 5% 14% 5% 16% % 33% 37% 27% 4 26% 37% 28% 4 23% 44% 2 46% 24% % 17% 19% 13% 13% 11% 7% SURVEY 2005 SURVEY 2006 SURVEY 2007 SURVEY 2008 SURVEY 2009 SURVEY 2010 SURVEY 2011 SURVEY 2012 Have a partner but don't live together (only collected for survey 5 onwards) Living as a Couple but not Married Married Single Living Independently Single Living with Parents 11 Comments Single and married/couples were represented across all surveys. However, consistent with the broader age distribution captured in the 2006 Survey 2 onwards, Surveys 2006 to 2012 captured a higher proportion of married respondents, compared to Survey 1. This is particularly evident since the 2009 Survey. AIMIA. The Australian Mobile Phone Lifestyle Index. September

26 Employment of Respondents The employment status of respondents is shown in Figure 8. This data was also collected for the first time in 2009 (Survey 5) to provide additional insights about the survey respondents. Figure 8: Employment Status of Respondents Across the Surveys Employment Status of Respondents Across the Surveys % 49% 47% 46% 4 14% 13% 11% 7% STUDENT 11% 9% 6% 5% RETIRED 8% 7% 7% 5% FULL TIME DOMESTIC DUTIES 4% 3% 3% 3% UNEMPLOYED 15% 15% 14% 13% PART TIME EMPLOYEE FULL TIME EMPLOYEE 9% 9% 8% 8% SELF-EMPLOYED 1% 1% 1% 1% VOLUNTEER Survey 2009 Survey 2010 Survey 2011 Survey 2012 Comments 1 The employment profile of respondents across the surveys is consistent and suggests that the surveys captured the use and views of respondents from a cross section of different employment status. However, there is a slight shift in the last few surveys in terms of the proportion of students (decreasing) and retirees (increasing). This better reflects the broader population and the improved generalisability of the later surveys results across the older age brackets. This is of course in line with the increasing adoption of mobile phones by older Australians in recent years. AIMIA. The Australian Mobile Phone Lifestyle Index. September

27 Income of Respondents Figure 9 shows the breakdown of annual household income of respondents of the last 4 surveys. Prior to Survey 5, individual income as opposed to household income was collected. The change to household income in 2009 (Survey 5) allowed alignment with data collected through the Australian Bureau of Statistics and is considered a more accurate indicator of social economic status, which may be of interest to some readers. 8 Figure 9: Annual Household Income of Respondents Across the Last 4 Surveys Housing Income of Respondents Across the Surveys % 9% 2 18% 17% 15% 35% 3 28% 27% 16% 16% 15% 14% 6% 6% 6% 7% 3% 4% 4% 5% 6% 14% UNDER 25K $25K TO $50K $51K TO $100K $101K TO $150K $151K TO $200K MORE THAN 200K DON T KNOW/ NOT WILLING TO SAY Survey 2009 Survey 2010 Survey 2011 Survey 2012 Comments The overall income profiles for the last four surveys are similar. The steady increase in the proportion of respondents reporting, don t know may suggest that people are becoming more reluctant to share personal details and this may be in response to the increasing discussions about online privacy issues (despite the anonymity of the individual s survey results). For the 2011 (Survey 7) and the 2012 (Survey 8), the words not prepared to say were added to the don t know category. This may account for the increase in the don t know category and the subsequent decrease in the middle range categories. 2 8 However, even in the earlier surveys the weekly income of the individual clearly showed that the surveys had captured respondents who earned across a range of income categories. AIMIA. The Australian Mobile Phone Lifestyle Index. September

28 Profile of Respondents By geotribe Table 1 shows the profile of the Survey 2012 respondents by geotribe compared to the Profile of the Australian Population. Table 1: geotribe Profile of Respondents Compared to Profile of Australian Population geotribe Profile of 2012 Survey Respondents Profile of Australian Population Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Meanz Struggleville Suburban Splendour Survivors True Blues Twixters Total 11% 8% 7% 13% 5% 11% 11% 6% 7% 3% 5% 4% 5% 3% 4% 8% 7% 3% 5% 5% 7% 8% 4% 9% 8% 6% 3% 4% Comments All 15 geotribes were represented in the survey sample. This is not surprising given the socio-demographic profile of the respondents already discussed in this section. It confirms, however, that the behaviours and views of Australians from a wide range of different stages of life and social status have been collected. In line with the overall generalisability of the survey results to the Australian adult population, the survey profile by geotribe is also remarkably close to the Australian profile. Two deviations from the Australian profile are notable, namely, that the Crusaders were over-represented in the survey while the Survivors were under-represented. This is consistent with the 2011 Survey sample geotribe profile and is not surprising given the make up of the these particular geotribe segments. Crusaders are the career-orientated singles and couples who probably spend a lot of time online, and hence may be more likely to complete an online survey. Whereas the priority of the Survivors is survival, that is, little income (living off government benefits) that is spent on the basics like food and healthcare rather than spending time online. AIMIA. The Australian Mobile Phone Lifestyle Index. September

29 SECTION 2: ABOUT THE MOBILE PHONES, PAYMENT PLANS AND CARRIERS This section includes the mobile phone profile of the respondents, which includes: Smartphone ownership Handset brand ownership Carriers Satisfaction with carrier services Payment methods Monthly phone spend Data allowances Smartphone Ownership of Respondents For the last two years respondents have been asked if their mobile phone was a smartphone. A smartphone was defined in the survey as a mobile telephone with built-in applications and Internet access more like a handheld computer integrated with a mobile telephone, e.g. iphone, Blackberry, Nokia E- and N-series, Google Android, Motorola Mpx series. The results are shown in Figure 10. Smartphone Ownership Across the Surveys 8 P % 76% 28% 21% YES NO DON T KNOW 5% 3% Survey 2011 Survey AIMIA. The Australian Mobile Phone Lifestyle Index. September

30 Comments Not surprisingly there has been an increase in the percentage of respondents that owned a smartphone. 76% of all the respondents owned a smartphone, compared to 67% of respondents in There is some debate about the exact current ownership figure, suffice to say that ownership is increasing rapidly. The figures will also vary depending on whether it is being measured as a percentage of the overall number of mobile phone subscriptions in Australia (higher than the total number of Australians) or as a percentage of all Australians or just adult Australians. The 2012 Survey results are, however, broadly in line with a report by Frost and Sullivan Australian Mobile Device Usage Trends, published in August 2012, which found that over two-thirds of Australians (68%) aged between 15 and 65 currently own a smartphone. Respondents that did not own a smartphone were asked if they planned to purchase a smartphone in the next 12 months. Although the planned purchase does not usually correlate with actual purchase it does indicate intent, interest and overall mindset. The results are shown in Figure 11. Figure 11: Planned Smartphone Purchase in the Next 12 Months Planned Smartphone Purchase in the Next 12 Months 4 18% 2 31% YES IN THE NEXT 6 MONTHS YES IN THE NEXT 12 MONTHS NO I DON T PLAN TO BUY ONE IN THE NEXT 12 MONTHS DON T KNOW Comments Of those respondents that did not own a smartphone, 4 plan to purchase one in the next 12 months. Based on the 2012 survey results, 8 of respondents would own a smartphone by end of 2012 and 84% would own a smartphone by mid AIMIA. The Australian Mobile Phone Lifestyle Index. September

31 Handset Brand of Respondents Respondents were asked to record the brand of their mobile phone. Table 2 provides a comparison of brands across the last 4 Surveys. Mobile Phone Brand Ownership of Respondents Across Surveys Table 2: Mobile Phone Brand Ownership Across the Last 4 Surveys Handset Brand Survey 2009 Survey 2010 Survey 2011 Survey 2012 Apple Samsung Nokia HTC LG Sony Ericsson Motorola Blackberry Other 9% 21% % 1 13% 18% 47% 41% 28% 16% 1% 8% 11% 6% 4% 4% 1 9% 5% 3% 5% 3% 3% 1% 3% 3% 3% 3% 4% Comments The results clearly show the steady increase in popularity of Apple handsets over the last four years. The Samsung and HTC brands have experienced much slower growth, while many of the other brands, most notably Nokia have been losing market share. AIMIA. The Australian Mobile Phone Lifestyle Index. September

32 Mobile Phone Carrier of Respondents As in previous years respondents were asked to record their telecommunications provider. The results for 2012 are presented in Figure 12. Figure 12: Mobile Carrier of Respondents Mobile Phone Carrier of Respondents 5 49% 4 21% 19% TELSTRA OPTUS VODAFONE (3) VIRGIN MOBILE OTHER 6% 5% 26 Comments The breakdown by mobile phone providers is in line with Australian market share figures. In 2012 the Virgin Mobile respondents were again over-represented in the survey. As per last year the decision was made to weight the Virgin Mobile data in line with the market share to facilitate easy interpretation of the results. AIMIA. The Australian Mobile Phone Lifestyle Index. September

33 Satisfaction With Carrier Services Respondents were asked to indicate if they were satisfied with a range of different mobile phone service related issues. Figure 13 shows the proportion of 2012 respondents who stated that they were satisfied with each of these issues. This information was collected for the first time in the Survey 2009 (Survey 5). Figure 14 shows those respondents that were satisfied 9 with the service provided across the last 4 years. Service satisfaction by carrier was also explored. The results for this analysis are shown in Figure 15. Figure 13: Satisfaction With Services Provided by Carriers Customer Satisfaction With Carrier Services % 1% 29% 37% 27% 8% 29% 7% 2 2 9% 21% % 11% 8% 4% 34% 9% 7% 34% 9% 1 8% 37% 9% 4% 3 24% 5% 29% 19% 14% 9% 33% 2 14% 7% 31% 5% 4% OVERALL SATISFACTION CUSTOMER SERVICE NETWORK COVERAGE RANGE OF PLANS & PACKAGES AVAILABLE VARIETY OF MOBILE HANDSETS AVAILABLE COST OF ACCESSING A DATA SERVICE COST OF VOICE CALLS CONTENT AND SERVICES AVAILABLE VIA YOUR PHONE COMPANIES PORTAL Very dissatisfied Somewhat dissatisfied Neither satisfied or dissatisfied Somewhat satisfied Very satisfied Not applicable 27 Figure 14: Overall Satisfaction With Services Provided by Carriers Across the Surveys Overall Customer Satisfaction With Carrier Services Across Surveys % 9 78% 76% 78% 75% 63% 61% 78% 78% 71% 67% 83% 8 69% 65% 74% 75% 67% 6 56% 51% 5 51% 71% 69% 54% 55% % 5 OVERALL SATISFACTION CUSTOMER SERVICE NETWORK COVERAGE RANGE OF PLANS & PACKAGES AVAILABLE VARIETY OF MOBILE HANDSETS AVAILABLE COST OF ACCESSING A DATA SERVICE COST OF VOICE CALLS CONTENT AND SERVICES AVAILABLE VIA YOUR PHONE COMPANY S PORTAL Survey 2009 Survey 2010 Survey 2011 Survey Satisfaction was calculated by adding together those respondents that selected either very satisfied or somewhat satisfied. 29 AIMIA. The Australian Mobile Phone Lifestyle Index. September

34 Overall Customer Satisfaction With Carrier Services By Carrier Figure 15: Satisfaction With Carrier Services By Individual Carrier % % 71% 68% 64% 49% 87% 7 66% 37% 87% 66% 64% % 66% 63% 74% 61% 5 49% 7 59% 56% 49% 7 59% 57% 46% OVERALL SATISFACTION CUSTOMER SERVICE NETWORK COVERAGE RANGE OF PLANS & PACKAGES AVAILABLE VARIETY OF MOBILE HANDSETS AVAILABLE COST OF ACCESSING A DATA SERVICE COST OF VOICE CALLS CONTENT AND SERVICES AVAILABLE VIA YOUR PHONE COMPANY S PORTAL Optus Telstra Virgin Vodafone (3) 30 Comments Last year saw the satisfaction levels for almost every service type decrease considerably from previous years. The drop in satisfaction levels was part explained by factors like carrier mergers, and highly publicised carrier network issues. The only exception was satisfaction with cost, which has been steadily increasing from 2009 (Survey 5). The 2012 results have remained at a fairly similar level to last year, with minimal evidence of recovery. Some minor variations follow: Satisfaction with network coverage has increased slightly from 2011, but remains considerably lower than the 2009 and 2010 figures. Satisfaction with the variety of mobile handsets available and the content and services available via the phone s portal continues to decline. Satisfaction with the cost of accessing data has declined and is now back to 2009 and 2010 levels. Satisfaction with services by carrier clearly shows that variation across the carriers was substantial for many of the services. For example: Satisfaction with Virgin was considerably higher for almost all services than other carriers except for network coverage. Satisfaction with Telstra s network coverage was an obvious standout for the carrier and also when compared to the other providers. Vodafone experienced substantially lower levels of satisfaction compared to the other carriers for overall satisfaction, customer service, network coverage and content and services available via the carrier s portal. These results are most likely an outcome of the network issues the carrier has experienced over the last year. AIMIA. The Australian Mobile Phone Lifestyle Index. September

35 Payment of Mobile Phone Bills Respondents were asked to record how they paid for their phone bill. Figure 16 shows the results for the last four surveys. Since 2005 the surveys have included additional response options available to respondents to reflect the changes in the industry. Figure 16: Payment of Phone Bill Across the Last Four Surveys Payment of Mobile Phone Bills Across Surveys 10 1% 1% 3% 4% 5% 5% % 26% 3% 38% 4% 38% 3 3% 34% 38% 4% 2 24% 17% SURVEY 2009 SURVEY 2010 SURVEY 2011 SURVEY 2012 Prepaid Prepaid Capped Plan Monthly Plan Monthly Capped Plan Monthly Bill (no plan) Don't Know/Other Comments Overall the results are broadly consistent across the last four years. However, some notable differences include a steady increase in monthly plans since 2009 (Survey 5). In the last two years this increase has been offset by a decrease in the percentage of respondents on pre-paid payment options and monthly-capped plans. 32 AIMIA. The Australian Mobile Phone Lifestyle Index. September

36 Monthly Phone Spend By Respondents For the last two surveys respondents have been asked to indicate the amount of their typical monthly phone spend. The results are shown in Figure 17. Typical Monthly Phone Spend Across the Surveys 27% 25% 26% 25% 1 15% 18% 8% 9% LESS THAN $20 $21 - $40 $41 - $60 $61 - $80 $81 - $100 MORE THAN $100 DON T KNOW Survey 2011 Survey Comments The pattern of spend is similar across the two surveys, with almost 8 of respondents with a typical monthly phone bill of $80 or less. However, when the categories are further reduced it becomes apparent that there is a reduction in the proportion of respondents spending $60 or less per month and an increase in the proportion of respondents who are spending between $61 and $100 per month. This change may mark the beginning of an overall shift in expenditure as an increasing number of Australians begin to more fully utilize the functionality of smartphones and as a consequence incur a greater monthly phone bill. AIMIA. The Australian Mobile Phone Lifestyle Index. September

37 Data Inclusion in Payment Options Respondents were asked if an allowance for mobile data is included in their monthly bill or pre-paid amount. Specific questions regarding data allowance have been asked since the 2009 Survey (Survey 5). The decision to include these questions was a direct response to the increasing maturity of the market in terms of the carrier communications around pricing plans and options, and equally as important, the increasing engagement of mobile phone owners with services on their mobile phones. Their responses are shown in Figure 18. Figure 18: Inclusion of Data in Payment Options Across the Surveys Inclusion of Data Allowance in Payment Options Across the Surveys % % 31% 36% 47% 25% 63% 15% 75% SURVEY 2009 SURVEY 2010 SURVEY 2011 SURVEY 2012 Yes No Don't Know Comments 36 Not surprising, the percentage of respondents that stated they had a data allowance included in their payment options has grown substantially over the last four years (44% since 2009), with growth occurring in a linear fashion. As a result of this growth, three quarters of the respondents now have data included in their payment options. These respondents were asked how much data was included in their payment options. The complete responses are shown in Table 3. In Figure 19 some of the usage categories have been grouped together so that the results can be visually illustrated as a chart, and subsequently any changes in use more easily interpreted. AIMIA. The Australian Mobile Phone Lifestyle Index. September

38 Table 3: Amount of Data Included in Monthly Payment or Prepaid Options Across the Surveys (As a Percentage of Respondents) Amount of Data 2009 Survey 2010 Survey 2011 Survey 2012 Survey 1-50MB MB MB MB MB 750MB-1GB 1-3GB 3-5GB 5GB or More Don't Know 3 24% 8% 5% 6% 4% 5% 3% 8% 9% 8% 6% 19% 11% 9% 3% 3% 7% 9% 8% 7% 11% 14% 3 39% 1% 4% 6% 3% 3% 24% 16% 16% 18% Figure 19: Amount of Data Included in Monthly Payment or Prepaid Options Across the Surveys (collapsed categories) % 16% 16% 18% 8 17% % 9% 6% 14% 1 19% 13% 39% 11% 11% 48% 9% 3 24% SURVEY 2009 SURVEY 2010 SURVEY 2011 SURVEY % 8% 9% 11% 5% 1-50MB MB MB 501-1GB More than 1GB Don't Know Comments The amount of data that is included in payment options has been steadily increasing over the last four years. Of particular note is the increase in the last two years in the percentage of respondents with more than 1GB of data, which has been offset by the decrease in the proportion of respondents with less than 50MB. This is most likely a result of the increasing amount of data being included in pricing packages offered by carriers. This is a reflection of more businesses having a mobile presence, together with the growth in the number and types of applications available for smart phones, which in turn has more consumers demanding more attractive pricing packages. AIMIA. The Australian Mobile Phone Lifestyle Index. September

39 SECTION 3: ABOUT HOW THE MOBILE PHONE IS USED This section provides insight into how mobile phone owners are using their mobile phones, including: Overall use of the mobile phone Top 5 ways respondents use their mobile phones Frequency of use of the mobile phone for specific purposes Role of the mobile phone in the purchase decision Use of websites compared to the use of applications on the mobile phone Expected use of the mobile phone in the next 12 months Mobile phone use by geotribe Overall Use of the Mobile Phone Respondents were asked how often they used their mobile phone for a range of listed purposes. Respondents have been asked this series of questions since 2005, although the listed uses have been modified throughout the years to account for changes in the market place. Figure 20 shows the overall proportion of 2012 respondents that used the phone for each specific purpose within the last 12 months. Figure 21 shows comparisons where possible with previous years. This involved re-analysis of the 2010 and 2011 data so that the categories were aligned with the categories used in the 2012 Survey. This meant that the multiple categories used in the 2011 and 2012 Surveys around visiting websites, browsing, searching, banking and purchasing were collapsed into the three categories used in this year s survey: to visit websites and/browse or search the internet for banking including transfers and bill payments to buy things online. The changes to the 2012 categories were made to reflect the change in the market in terms of how people behave, interact and think about their mobile phone interactions. For example, mobile phone users may no longer differentiate between browsing or searching on their mobile phone. For the first time this year "to read or edit documents online" was also added to the list of categories to capture this emerging use of the mobile phone. AIMIA. The Australian Mobile Phone Lifestyle Index. September

40 Uses of the Mobile Phone For A Range of Purposes In the Last 12 Months % 1% 99% 31% 69% 21% 79% 28% 7 24% 76% 48% 5 58% 4 53% 47% VOICE CALLS SMS TO SEND & RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT TO VISIT WEBSITES FOR BANKING AND/OR INCLUDING BROWSE OR SEARCH TRANSFERS THE INTERNET & BILL PAYMENTS TO BUY THINGS ONLINE TO READ OR EDIT DOCUMENTS ONLINE At least once in the last 12 months Not at all in the last 12 months Uses of the Mobile Phone By Respondents In The Last 12 Months Across the Surv Figure 21: Uses of the Mobile Phone By Respondents In The Last Months Across the Surveys 10 97% 97% 98% 99% 98% 99% % 59% 69% 58% 66% 79% 6 57% 7 55% 68% 76% 3 44% 5 25% 36% 4 VOICE CALLS SMS (TEXTING) TO SEND AND RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT PURPOSES TO VISIT WEBSITES AND/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENTS TO BUY THINGS ONLINE Survey 2010 Survey 2011 Survey 2012 Comments 42 In the last 12 months there has been an increase in the proportion of respondents who used the phone for every listed purpose beyond texting and voice 10. The growth rate between 2010 and 2012 were as follows: Send and receive s 25% To get information 21% For entertainment 15% To visit websites, and/o search or browse the internet For banking, including transfers and bill payments 19% To buy things online 16%. 10 Almost all respondents are already using voice and texting so there is almost no room for growth. AIMIA. The Australian Mobile Phone Lifestyle Index. September

41 Top 5 Ways Respondents Use Their Mobile Phones For the first time this year respondents were asked to rank the top 5 ways they use their mobile phone from a selected list. 11 Figures 22 and 23 illustrate the results. Figure 22 shows the overall raw and weighted ranks for each use. Raw ranks represent the percentage of respondents that ranked the phone use either 1,2,3,4 or 5. Weighted ranks take into account the order of the rank. They have been calculated by allocating rank 1 = 5 points, rank 2 = 4 points, rank 3 = 3 points, rank 2 = 2 points, rank 1 = 1 point and then summing the results. Figure 23 shows the proportion of respondents who ranked each phone use: 1, 2, 3, 4 or 5. Figure 22: Overall Rank of Top 5 Mobile Phone Uses By Respondents Overall Rank of Top 5 Mobile Phone Uses By Respondents 24% 2 23% 18% 1 6% 17% 18% 13% 14% 15% 1 11% 9% 14% 1 6% 4% 1% 4% 3% SMS (TEXTING) VOICE CALLS TO SEND & RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT TO VISIT WEBSITES AND/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENTS TO BUY THINGS ONLINE TO READ OR EDIT DOCUMENTS ONLINE % of Total Raw Ranks % of Total Weighted Ranks The list used was the same list of phone purposes used earlier in the survey to capture overall phone uses and frequency of uses. AIMIA. The Australian Mobile Phone Lifestyle Index. September

42 Figure 23: Rank of Top Uses of the Mobile Phone By Respondents Rank of Top 5 Uses of the Mobile Phone By Respondents % 8% 1 21% 38% 4% 7% 13% 35% 9% 11% 17% 19% 23% 19% 4% 17% 14% 13% 7% 4% 2 15% 9% 6% 11% 9% 6% 5% 3% 1% 8% 5% 3% 1% 3% VOICE CALLS SMS TO SEND & RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT TO VISIT WEBSITES AND/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENTS TO BUY THINGS ONLINE TO READ OR EDIT DOCUMENTS ONLINE rank 1 rank 2 rank 3 rank 4 rank 5 Comments Not including voice and SMS, sending and receiving s is the next most highly ranked use of the mobile phone (based on the weighted ranks), followed by visiting websites, and/or browsing or searching the Internet and to get information. 44 AIMIA. The Australian Mobile Phone Lifestyle Index. September

43 Frequency of Use of the Mobile Phone For Specific Purposes Respondents were asked to identify how often they use the mobile phone for a specific purpose. A detailed breakdown of the frequency of use for each specific purpose is presented in Table 4. Figure 24 shows the percentage of respondents that are high-level users of the mobile phone for each of the specific purposes across the last three years. High-level users are defined as those that use the mobile phone for that specific purpose at least once a day. 12 Figure 25 shows the percentage of medium-level uses for each of the listed phone purposes. Medium-level users were defined as those that used the mobile phone for the given purpose at least once a week plus at least once a month. Table 4: Frequency of Mobile Phone Uses (As a Percentage of Respondents) Mobile Phone Use At Least 5 Times A Day At Least Once A Day At Least Once A Week At Least Once A Month At Least Once Every Few Months At Least Once A Year Not At All Voice Calls SMS To send and receive To Get Information For Entertainment Purposes To Visit Websites and/or Browse or Search the Internet For Banking Including Transfers & Bill Payments To Buy Things Online 26% 44% 21% 4% 1% 1% 41% 38% 14% 3% 1% 1% 31% 19% 5% 3% 1% 31% 27% 28% 14% 5% 4% 21% 21% 24% 17% 6% 3% 28% 25% 26% 15% 5% 3% 24% 5% 1 2 9% 3% 48% 3% 4% 13% 9% 4% 58% To Read or Edit Documents Online 6% 9% 14% 7% 3% 53% Figure 24: High Level Users of the Mobile Phone Across the Surveys (As a percentage of those that use the phone for that given purpose) % 7 66% % 54% 7 67% 43% 69% 65% 4 61% 6 46% 68% 65% 3 27% 14% 15% 1 9% VOICE CALLS SMS (TEXTING) TO SEND AND RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT PURPOSES TO VISIT WEBSITES AND/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENTS TO BUY THINGS ONLINE Survey 2010 Survey 2011 Survey In the last 2 years this means adding together the category at least 5 times a day with at least once a day. AIMIA. The Australian Mobile Phone Lifestyle Index. September

44 Medium Level Users of the Mobile Phone Across the Surveys (as a percentage of those that use the phone for that given purpose) Figure 25: Medium Level Users of the Mobile Phone Across the Surveys (As a percentage of those that use the phone for that given purpose) % 26% 23% 18% 18% 35% 26% % 24% 4 31% 3 39% 27% 26% 65% 59% 59% 46% 47% 55% VOICE CALLS SMS (TEXTING) TO SEND AND RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT PURPOSES TO VISIT WEBSITES AND/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENTS TO BUY THINGS ONLINE Survey 2010 Survey 2011 Survey 2012 Comments There has been substantial growth in the percentage of high-level users across all of the listed phone uses since The largest increases occurred, however, from 2010 to In summary, the growth rates between the 3 years from 2010 and 2012 were as follows. Voice 6% SMS (texting) 5% Send and receive s 18% To get information 26% For entertainment To visit websites, and/or search or browse the internet - 2 For banking, including transfers and bill payments 18% To buy things online 6% The percentage of medium-level users for almost all of the listed services decreased from 2010 to In 2012, however, the percentage of medium-level users: stayed about the same as last year for voice calls, SMS texting, visiting websites and/or browsing or searching the Internet, for entertainment and banking or decreased only slightly for some of the established uses like , and to get information. The real growth for most of the uses 13 of the mobile phone has been among the high-level users, as people become increasingly comfortable with using their mobile phones for these purposes. The only substantial increase in medium-level users was for buying things online. This was not surprising, as this remains an emerging use of the phone that is not yet integral in people s day-to-day living. More information about the role of the mobile phone in the purchase decision is explored in the following section Once again this does not include voice and texting, as use is already high among Australians. AIMIA. The Australian Mobile Phone Lifestyle Index. September

45 Role of the Mobile Phone in the Purchase Decision In the last year there has been media focus and industry discussion about how Australians are using their mobile phones to make purchase decisions. In response, this year s survey included a question to explore the nature of this engagement. The responses are captured in Figure 26. Role of the Mobile Phone in the Purchase Decision Figure 26: Role of the Mobile Phone in the Purchase Decision 10 1% 3% % 79% 38% 43% 18% I USE MY MOBILE PHONE TO COMPARE PRICES ONLINE BEFORE MAKING A PURCHASE DECISION I USE MY MOBILE PHONE TO LOOK AT PRODUCT OR SERVICE REVIEWS BEFORE MAKING A PURCHASE DECISION I USE MY MOBILE PHONE TO ACCESS GROUP BUYING OFFERS Yes No Don't know Comments The results show that approximately 4 of respondents use their mobile phone to compare prices online and to look at product or service reviews before making a purchase decision. The interactive behaviour of accessing group buying offers is considerably less popular. "Group buying" and "daily deals" were defined as harnessing collective bargaining and buying to provide attractive heavily discounted deals for consumers. Thus, it is evident that a large number of consumers are using their mobile phones to aid their purchase decisions. 49 AIMIA. The Australian Mobile Phone Lifestyle Index. September

46 Use of Websites Versus Applications Another topical issue in the media and industry has been around the use and popularity of websites versus applications, and the resulting implications for businesses (i.e., invest in an application, website or both). In this year s survey we explored whether respondents said they used more websites or applications on their mobile phones. The responses are captured in Figure 27 and Figure 28. Figure 27 includes all respondents including those that do not use websites and applications, while Figure 28 focuses only on those that have used websites and/or applications. Use of Websites Versus Applications (Apps) on the Mobile Phone (As a Percenta of all Respondents) Respondents) 2 24% 8% 23% 4% APPS ONLY MOSTLY APPS & SOME WEBSITES ABOUT THE SAME USE OF WEBSITES & APPS MOSTLY WEBSITES & SOME APPS WEBSITES ONLY DON T USE WEBSITES OR APPS Figure 28: Use of Websites Versus Applications By Respondents On 50 their Mobile Phone (As a Percentage of Those Use of Websites Versus Applications (Apps) on the Mobile Phone (as a Percentage of Those that Use Websites and/or Apps) Respondents That Use Websites and/or Apps) 4 27% 13% 28% 31% 27% 5% APPS ONLY MOSTLY APPS & SOME WEBSITES ABOUT THE SAME USE OF WEBSITES & APPS MOSTLY WEBSITES & SOME APPS WEBSITES ONLY 51 AIMIA. The Australian Mobile Phone Lifestyle Index. September

47 Comments Of particular interest was that: 77% of respondents use websites and/or applications on their mobile phone Only a small percentage of respondents use only applications or only websites on their mobile phones As a percentage of those respondents using at least some websites and/or apps on their mobile phones, 86% use a combination of both websites and applications. Those that used websites on the mobile phone were then asked how they accessed the websites on the mobile phone. The results for the 2012 Survey are shown in Figure 29 and the comparative results with last year are shown in Figure 30. Figure 29: How Websites Are Accessed on The Mobile Phone How Websites Are Accessed on the Mobile Phone TYPED IN THE SITE ADDRESS (URL) 75% CLICKED ON A SITE I FOUND USING A SEARCH ENGINE 68% CLICKED ON THE LINK IN A TEXT MESSAGE 48% USED A QR CODE 19% CLICKED ON AN ADVERTISEMENT (E.G., IN AN APPLICATION) 17% CLICKED ON THE LINK IN MY PHONE COMPANY'S CONTENT MENU ON MY PHONE 16% TAPPED A NFC (NEAR FIELD COMMUNICATION) TAG 1% OTHER 5% DON'T KNOW 1% AIMIA. The Australian Mobile Phone Lifestyle Index. September

48 How Websites Are Accessed on the Mobile Phone Across Surveys % 75% 68% % 48% 19% 14% 17% 18% 16% TYPED IN THE SITE ADDRESS (URL) CLICKED ON A SITE I FOUND USING A SEARCH ENGINE CLICKED ON THE LINK IN A TEXT MESSAGE 9% USED A QR CODE CLICKED ON AN AD (E.G., IN AN APP) CLICKED ON THE LINK IN MY PHONE COMPANY'S CONTENT MENU 4% 6% OTHER 3% 1% DON T KNOW Survey 2011 Survey 2012 Comments There has been a considerable increase ( or more) in the percentage of respondents who accessed websites by clicking on a website they found while searching, by clicking on the link in a text message or using QR codes. This is consistent with the increase in the percentage of respondents who are high-level users of using the Internet from their phone. Additionally, it reflects an increased familiarity, comfort and security of using their mobile phones for a range of different purposes, including clicking on links sent to them. 53 AIMIA. The Australian Mobile Phone Lifestyle Index. September

49 Expected Use of the Mobile Phone in the Next 12 Months Figure 31 provides a picture of how the respondents intend to use their mobile phones in the next 12 months, relative to their current use. This was the first time this question was asked of respondents in this way. Although actual and intended use is unlikely to directly correlate it provides an indication of the interests and intent of respondents. Figure 31: Expected Future Use of the Mobile Phone In the Next 12 Months Expected Future Use of the Mobile Phone In the Next 12 Months % 1% 73% 1% 7 16% 8% 1% 5 1 6% 1% 5 17% 6% 3% 55% 13% 7% 5 28% 6% 45% 3 7% 3% 4 28% 6% 4% 47% 24% 25% 25% 28% 19% 27% 19% 16% 14% VOICE CALLS SMS (TEXTING) TO SEND & RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT PURPOSES TO VISIT WEBSITES &/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENT TO BUY THINGS ONLINE TO READ OR EDIT DOCUMENTS OR FILES I currently do not use my phone for this purpose and do not plan to use it this way in the next 12 months I currently do not use my phone for this purpose, but I plan to start using it for this purpose in the next 12 months Decrease in use Stay the same Increase in use Comments Some interesting insights follow. Many respondents plan to increase their current uses of the mobile phone. º Around 25% of the respondents currently using their mobile phone for voice call, texting, ing, getting information, and visiting websites/browsing/searching intend to increase their use of the phone for these purposes in the next 12 months. º Around of the respondents currently using their mobile phone for entertainment, banking and buying things online intend to increase their use of the phone for these purposes in the next 12 months. Only a very small percentage of respondents (1-3%) plan to decrease their use of the mobile phone for any given purpose. Only a small percentage of respondents (6-8%) plan to start using the phone for new uses they don t currently use their phones for. AIMIA. The Australian Mobile Phone Lifestyle Index. September

50 Mobile Phone Use By geotribe In this section mobile phone use by geotribes is presented for Survey 2012, with comparisons made to the results of Survey Mobile phone use by geotribe includes: Overall mobile phone use by geotribe High-level users by geotribe. A summary description of the geotribes is shown below to aid in readability. A more detailed description of the geotribes can be found earlier in the report (see Section 1). Summary Description of the geotribes geotribe Achievers Boomers Crusaders Debstars Fortunats Grey Power Independents Preppies Rockafellas Sleander Meanz Struggleville Suburban Splendour Survivors True Blues Twixters Summary Description of geotribe Ambitious younger & middle aged families White collar post family pre-retirees Career-orientated singles & couples Financially extended younger families Financially secure retirees & pre-retirees Better off retirees Young singles & couples Mature children of affluent parents Affluent mature families People living in under- privileged circumstances Struggling young & middle aged families Middle class mature families Retirees living on minimal incomes Blue collar mature families & pre-retirees singles or couples Mature children living at home AIMIA. The Australian Mobile Phone Lifestyle Index. September

51 Overall Mobile Phone Use Table 5 shows mobile phone use by geotribe for the 2012 Survey respondents. The comparison with the geotribe breakdown of 2011 respondents is split across Tables 6 and 7 to aid readability. Overall Mobile Phone Use In the Last 12 Months By geotribe For 2012 Survey GeoTribe Achievers Boomers Crusaders Debtstars Fortunats Grey Power Voice calls (n=1741) SMS (n=1760) To send and receive s (n=1226) To get information (n=1408) For entertainment purposes (n=1292) To visit websites, browse or search the Internet (n=1353) For banking including transfers & bill payments (n=921) To buy things online (n=748) To read or edit documents or files (n=845) 11% 11% % 13% 13% 1 13% 8% 8% 6% 7% 6% 6% 4% 4% 4% 13% 13% 17% 16% 17% 16% 19% 19% 11% 11% % 13% 1 14% 1 6% 6% 6% 6% 5% 6% 4% 4% 5% 3% 3% 1% Independents Preppies Rockafellas Slender Meanz Struggleville Suburban Splendour Survivors True Blues Twixters Total 4% 4% 5% 5% 5% 5% 6% 5% 6% 3% 3% 4% 4% 4% 4% 4% 5% 4% 8% 8% 9% 9% 9% 9% 9% 3% 3% 1% 1% 1% 1% 5% 5% 5% 5% 6% 6% 6% 6% 5% 9% 9% 9% 9% 9% 8% 7% 8% 3% 3% 1% 1% 1% 1% 1% 8% 8% 6% 7% 6% 6% 5% 5% 5% 3% 3% 4% 4% 4% 4% 4% 5% 4% GeoTribe Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Meanz Struggleville Suburban Splendour Survivors True Blues Twixters Voice Calls SMS (texting) For ing To Get Information % 1 11% % 8% 5% 8% 5% 6% 5% 7% 14% 13% 14% 13% 14% 17% 15% 16% 11% 11% 1 1 5% 6% 4% 6% 4% 6% 4% 6% 1% 3% 1% 3% 1% 1% 8% 4% 9% 4% 9% 5% 9% 5% 9% 3% 9% 3% 9% 4% 4% 7% 8% 7% 8% 7% 9% 7% 9% 3% 3% 1% 1% 1% 5% 5% 5% 5% 5% 5% 5% 5% 9% 9% 9% 9% 9% 9% 9% 3% 3% 5% 8% 5% 8% 5% 6% 5% 7% 6% 3% 6% 3% 6% 4% 5% 4% AIMIA. The Australian Mobile Phone Lifestyle Index. September

52 GeoTribe Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Meanz Struggleville Suburban Splendour Survivors True Blues Twixters For Entertainment Visit Websites, Browse/Search Internet For Banking To Buy Things Online % 1 13% 1 13% 11% 1 5% 6% 5% 4% 5% 4% 4% 4% 14% 17% 14% 19% 14% 19% 14% 13% 1 9% 1 9% 14% 4% 5% 4% 4% 5% 4% 5% 4% 1% 1% 1% 1% 1% 9% 5% 9% 6% 9% 6% 9% 5% 4% 4% 11% 4% 5% 7% 9% 7% 9% 6% 9% 7% 1% 1% 1% 1% 1% 5% 6% 5% 6% 5% 6% 5% 6% 9% 9% 9% 8% 8% 8% 9% 7% 1% 1% 1% 1% 5% 6% 5% 5% 6% 5% 6% 5% 6% 4% 6% 4% 6% 4% 6% 5% Comments The findings show: All geotribes were represented across every listed phone use in the last 12 months. This means that respondents from a cross section of lifestyles and stage of life are using the mobile phone for the listed purposes. The patterns of overall use in the last 12 months were similar across both the 2011 and 2012 Survey results. Some points to note: º The highest percentage of users was the Crusaders for every listed phone purpose. º The next highest percentage of users was usually the Achievers or Debstars. Some points of differences across the surveys include: º The consistent and considerable decrease from 2011 to 2012 (5% or more) in the percentage of Preppies that used every service. º The considerable increase from 2011 to 2012 (5% or more) in the percentage of Crusaders who used their mobile phones to visit websites, search and/or browsed the Internet, for banking and buying things online. This suggests that this group is likely to represent many of the lead users for these emerging phone uses. This is not surprising given that Crusaders are career orientated singles and couples with most likely considerable time spent online across multiple devices. High-Level Users By geotribe This section shows a breakdown of the high-level users of the mobile phone for the specific purposes by geotribe. The figure for high-level users of each purpose was calculated by summing together those that stated they used the mobile phone for the given purpose at least 5 times a day and those that used it at least once a day. Table 8 shows the Survey 2012 high-level users by geotribe. The comparison with the geotribe breakdown of 2011 respondents is again split across 2 tables: Tables 8 and 9 to aid readability. The high-level users for each listed phone purpose are then separately illustrated on figures 32 to 40. Please refer to the summary description of the geotribes for context (earlier in this section). AIMIA. The Australian Mobile Phone Lifestyle Index. September

53 GeoTribe Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Meanz Struggleville Suburban Splendour Survivors True Blues Twixters Voice calls (n=1243) SMS (n=1389) To send and receive s (n=876) To get information (n=1388) For entertainment purposes (n=790) To visit websites, browse or search the Internet (n=902) For banking including transfers & bill payments (n=291) To buy things online (n=113) To read or edit documents or files (n=254) % 1 14% 14% 11% 14% 7% 6% 4% 7% 3% 5% 4% 5% 3% 14% 14% 16% 21% 17% 11% 19% % 1 15% 15% 16% 21% 13% 6% 5% 5% 6% 3% 3% 1% 5% 3% 1% 1% 1% 3% 3% 4% 5% 5% 5% 5% 5% 8% 9% 6% 3% 3% 4% 4% 5% 5% 6% 4% 4% 9% 9% 11% 9% 8% 9% 8% 8% 1 1% 1% 3% 5% 6% 5% 5% 7% 6% 7% 11% 6% 7% 9% 6% 6% 9% 4% 5% 3% 1% 1% 1% 8% 7% 4% 7% 4% 5% 4% 4% 4% 3% 3% 3% 4% 5% 4% 5% 6% 5% GeoTribe Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Meanz Struggleville Suburban Splendour Survivors True Blues Twixters Voice Calls SMS (texting) For ing To Get Information % % 14% 11% 1 5% 7% 5% 7% 5% 4% 5% 7% 14% 14% 14% 14% 15% 14% 16% 1 1 9% 13% 1 5% 6% 5% 6% 5% 5% 5% 6% 1% 3% 1% 3% 1% 1% 8% 4% 8% 4% 9% 5% 5% 9% 3% 9% 3% 9% 4% 4% 7% 9% 7% 9% 6% 11% 7% 9% 1% 1% 1% 1% 5% 5% 5% 5% 5% 5% 4% 5% 8% 9% 9% 7% 8% 9% 3% 3% 1% 5% 8% 5% 8% 5% 4% 5% 7% 6% 3% 6% 3% 5% 3% 6% 4% AIMIA. The Australian Mobile Phone Lifestyle Index. September

54 GeoTribe Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Meanz Struggleville Suburban Splendour Survivors True Blues Twixters For Entertainment Visit Websites, Browse/Search Internet For Banking To Buy Things Online % 1 14% 1 13% 11% 5% 3% 5% 5% 3% 4% 4% 5% 15% 21% 14% 1 17% 14% 11% 15% 15% 9% 16% 7% 21% 4% 3% 5% 3% 3% 1% 1% 1% 1% 1% 1% 3% 8% 5% 8% 5% 11% 8% 13% 9% 9% 5% 9% 5% 11% 6% 11% 4% 6% 8% 7% 9% 8% 8% 5% 8% 1% 1% 1% 3% 4% 7% 5% 6% 5% 7% 6% 11% 9% 6% 9% 6% 9% 9% 4% 1% 1% 3% 5% 5% 4% 5% 5% 9% 4% 6% 4% 6% 5% 6% 4% 4% 5% 6% 6% Who Makes Up the High-Level Users of Voice Across the Surveys? 15% 5% Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Strugglevile Suburban Survivors True Blues Twixters Means Splendour Survey 2011 Survey 2012 AIMIA. The Australian Mobile Phone Lifestyle Index. September

55 Who Makes Up the High-Level Users of SMS (Texting) Across the Surveys? 15% 5% Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Struggleville Suburban Survivors True Blues Twixters Meanz Splendour Survey 2011 Survey Who Makes Up the High-Level Users of Across the Surveys? 15% 5% Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Struggleville Suburban Survivors True Blues Twixters Meanz Splendour Survey 2011 Survey AIMIA. The Australian Mobile Phone Lifestyle Index. September

56 Who Makes Up the High-Level Users of To Get Information Across the Surveys? 15% 5% Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Struggleville Suburban Survivors True Blues Twixters Meanz Splendour Survey 2011 Survey Who Makes Up the High-Level Users of Entertainment Across the Surveys? 25% 15% 5% Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Struggleville Suburban Survivors True Blues Twixters Meanz Splendour Survey 2011 Survey AIMIA. The Australian Mobile Phone Lifestyle Index. September

57 Who Makes Up the High-Level Users of Visiting Websites, Browsing or Searching the Internet Across the Surveys? 15% 5% Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Struggleville Suburban Survivors True Blues Twixters Meanz Splendour Survey 2011 Survey Who Makes Up the High-Level Users of Banking Across the Surveys? 15% 5% Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Struggleville Suburban Survivors True Blues Twixters Meanz Splendour Survey 2011 Survey AIMIA. The Australian Mobile Phone Lifestyle Index. September

58 Who Makes Up the High-Level Users of Buying Things Across the Surveys? 25% 15% 5% Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Struggleville Suburban Survivors True Blues Twixters Meanz Splendour Survey 2011 Survey Who Makes Up the High-Level Users of Reading and Editing Document For 2012? 15% 5% Achievers Boomers Crusaders Debtstars Fortunats Grey Power Independents Preppies Rockafellas Slender Struggleville Suburban Survivors True Blues Twixters Meanz Splendour Survey AIMIA. The Australian Mobile Phone Lifestyle Index. September

59 Comments The findings show: All geotribes were represented across every listed phone use in the last 2 surveys. This means that respondents from a cross section of lifestyles and stage of life are high-level users of the mobile phone for the listed purposes. The patterns of high-level use were similar across both the 2011 and 2012 Survey results. Some points to note: º The largest percentage of high-level users was the Crusaders for almost every listed phone purpose. º The next highest percentage of users was usually the Achievers or Debstars. º The only exception was for buying things online, for which the Debstars clearly made up the highest proportion of high-level users. Some points of differences across the surveys were: º The consistent and considerable decrease from 2011 to 2012 (5% or more) in the percentage of highlevel Independents and Preppies that used their mobile phones for voice, texting, ing, to get information and to buy things online. º There was also a decrease from 2011 to 2012 (5% or more) in the percentage of high-level Preppies that used their mobile phone to buy things online. º The considerable increase from 2011 to 2012 (5% or more) in the percentage of high-level Crusaders who used their mobile phone for ing, for entertainment, visiting websites, search and/or browsed the internet, and for banking. º The considerable increase from 2011 to 2012 (5% or more) in the percentage of high-level Debstars who used their mobile phone for ing, for entertainment, visiting websites, search and/or browsed the internet, for banking and for buying things online. These findings, and in particular the latter finding, are interesting given that the Debstars are defined as financially extended younger families. º There has also been an increase in the percentage of high-level Strugglevilles using their mobile phones to buying things online. Strugglevilles are similar to Debstars in that they are also financially challenged, representing the struggling young and middle-aged families. AIMIA. The Australian Mobile Phone Lifestyle Index. September

60 SECTION 4: ABOUT THE SPECIFIC SERVICES ACCESSED This section provides insights about the services respondents accessed on their mobile phones. This includes details about the following: Entertainment Services and Content Accessed on the Mobile Phone Information Services Accessed on the Mobile Phone Communication Services Accessed on the Mobile Phone. In 2009 (Survey 5) this section was re-designed to capture the changes in the way that consumers were beginning to interact with their mobile phone services. The changed template has been used in subsequent surveys, including the 2012 survey, with only minor variations. Entertainment Services And Content Accessed Table 11 shows the frequency of use of a number of listed entertainment services and content accessed on the mobile phone. Figure 41 then visually illustrates the respondents based on four usage groups, namely: High-level frequency (used at least once a day or used at least 5 times a day) Medium-level frequency (used at least once a week or used at least once a month) Low-level frequency (used at least once every few months, or used at least once a year) Not used in the last 12 months. Table 11: Frequency of Use of Entertainment Services and Content in the Last 12 Months Entertainment Services and Content Wallpapers Screensavers Greeting cards Ringtones Games Music Downloads Music streaming (e.g., Spotify, MOG) FM radio Video downloads Mobile TV Watch mobile video (e.g., YouTube clips) Jokes or comedy At Least 5 Times A Day At Least Once A Day At Least Once A Week At Least Once A Month At Least Once Every Few Months At Least Once A Year 1% 5% 9% 14% 13% 55% 1% 4% 7% 13% 11% 6 1% 1% 3% 5% 5% 83% 1% 3% 4% 9% 15% 5 4% 14% 16% 1 11% 6% 36% 1% 4% 13% 11% 7% 54% 4% 7% 6% 6% 4% 71% 1% 4% 7% 7% 9% 6% 65% 1% 3% 9% 8% 8% 5% 66% 1% 4% 5% 5% 4% 79% 8% 18% 13% 9% 4% 46% Not At All 1% 3% 6% 7% 6% 5% 7 AIMIA. The Australian Mobile Phone Lifestyle Index. September

61 Frequency of Use of Entertainment Services or Mobile Content On the Mobile Phon Figure 41: Frequency of Use of Entertainment Services and Content in Last 12 Months % 17% 28% 18% 46% 13% 33% 71% 13% 6% GAMES MOBILE TV MUSIC STREAMING 65% 15% 14% 5% FM RADIO 54% 18% 23% 5% MUSIC DOWNLOADS 7 11% 13% 4% JOKES OR COMEDY 66% 13% 17% 4% VIDEO DOWNLOADS 5 35% 13% 4% RINGTONES 79% 9% 9% 3% MOBILE TV 6 24% 11% 3% SCREEN SAVERS 55% 27% 14% 3% WALLPAPERS 83% 5% GREETING CARDS Not Used In the Last 12 Months Low-Level (use at least once every few months, or at least once a year) Medium-Level Frequency (use at least once a week, or at least once a month) High-Level Frequency (use at least once a day, or at least 5 times a day) 73 Comments Of particular interest is that: Only small percentages of respondents were high-level users of the listed entertainment services and content. Games have clearly the highest proportion of high-level users (18%) followed by Mobile TV ( were highlevel users). The newer type entertainment services like Games, Mobile TV and music downloads are clearly being used more frequently compared to some of the more traditional entertainment services and content such as screensavers, wallpapers and ringtones. Use of Entertainment Services and Content Compared to Previous Years Figure 42 shows the overall use of entertainment services and content in the last 12 months, compared to the previous 3 surveys. It should be noted, however, that in the 2012 Survey some changes were made to the list of included services and content to reflect changes in the market. For example, FM radio and music streaming were included for the first time. This means direct comparison with past surveys across all services and content was not possible. AIMIA. The Australian Mobile Phone Lifestyle Index. September

62 Overall Use of Entertainment Services or Mobile Content On the Mobile Phone Ac Surveys In the Last 12 Months Figure 42: Overall Use of Entertainment Services in the Last 12 months Across the Surveys % 6 48% 48% 53% % 46% 39% 29% 26% 49% 45% 41% 38% 4 38% 35% 34% 25% 19% 28% 19% 15% 11% 21% 16% 1 17% 14% 14% GAMES RINGTONES MUSIC DOWNLOADS WALLPAPERS SCREENSAVERS VIDEOS JOKES OR COMEDY MOBILE TV GREETING CARDS Survey 2009 Survey 2010 Survey 2011 Survey Comments There has been an increase in the use of most of the listed entertainment services and content since 2010, with the exception of ringtones and wallpapers. For most services, the greatest period of growth occurred between 2010 and AIMIA. The Australian Mobile Phone Lifestyle Index. September

63 Information Services Accessed Table 12 shows the frequency of use of a number of listed information services accessed on the mobile phone. Figure 43 then visually illustrates the respondents based on the same four usage groups created to illustrate the use of entertainment content and services, namely: High-level frequency (used at least once a day or used at least 5 times a day) Medium-level frequency (used at least once a week or used at least once a month) Low-level frequency (used at least once every few months, or used at least once a year) Not used in the last 12 months. Table 12: Frequency of Use of Information Services in the Last 12 Months Information Services At Least 5 Times A Day At Least Once A Day At Least Once A Week At Least Once A Month At Least Once Every Few Months At Least Once A Year Not At All News Weather Sports Entertainment or celebrity news Maps/location/traffic information Movie information Event listings Restaurant or café information TV guides Financial information 6% 26% 9% 18% 5% 33% 4% 34% 7% 23% 4% 25% 3% 11% 8% 16% 3% 5% 53% 9% 11% 1 4% 7% 55% 4% 15% 15% 28% 3% 6% 1% 4% 19% 13% 5% 1 47% 1% 3% 16% 11% 6% 1 5 1% 3% 16% 14% 5% 1 49% 1% 5% 9% 4% 7% 64% 6% 8% 5% 7% 6 Figure 43: Frequency of Use of Information Services in the Last 12 Months % 6% 38% 33% 7% 27% 33% 9% 43% 19% 53% 8% 25% 14% 55% 11% 23% 11% % 8% 64% 11% 19% 6% 47% 17% 3 5% 5 17% 27% 4% 49% 17% 4% WEATHER NEWS MAPS/LOCATION/ TRAFFIC INFORMATION SPORTS ENTERTAINMENT OR CELEBRITY NEWS FINANCIAL INFORMATION TV GUIDES MOVIE INFORMATION EVENT LISTINGS RESTAURANT OR CAFE INFORMATION Not Used in the Last 12 Months Low-Level Frequency (use at least once every few months, or at least once a year) Medium-Level Frequency (use at least once a week, or at least once a month) High-Level Fequency (use at least once a day, or at least 5 times a day) AIMIA. The Australian Mobile Phone Lifestyle Index. September 2012

64 Comments Some key insights from the results are: Weather and news were the most popular information services accessed in terms of frequency of use. º Around one third of respondents were high-level users of weather (38%) and news (33%) information on their mobile phones, and approximately were medium-level users. Maps/location and traffic information were equally popular, but used less frequently. Between and 4 of respondents were also high or medium-level users of most of the other information services. Use of Information Services Compared to Previous Years Figure 44 shows the overall use of information services in the last 12 months, compared to the previous 3 surveys. Overall Use of Information Services or Mobile Content On the Mobile Phone In the Last 12 Months Across Surveys Figure 44: Overall Use of Information Services in the Last 12 months Across the Surveys % 59% 46% 45% 7 55% 41% 35% 67% 55% 44% 4 53% 4 28% 51% 39% 27% 24% 48% 35% 25% 2 47% 36% 31% 31% 45% 34% 28% 26% 38% 2 36% 29% 21% WEATHER MAPS/LOCATION/ NEWS MOVIE INFO RESTAURANT EVENT SPORTS ENTERTAINMENT/ FINANCIAL TV GUIDES TRAFFIC INFO OR CAFE INFO LISTINGS CELEBRITY NEWS INFO Survey 5 Survey 6 Survey 7 Survey 8 Comments There has been an increase in the use of all the listed information services since the 2010 Survey (Survey 5). The most notable growth has occurred over the last 2 years, which has seen year-on-year growth for all of the listed information services. 77 AIMIA. The Australian Mobile Phone Lifestyle Index. September

65 Communication Services Accessed on the Mobile Phone Table 13 shows the frequency of use of a number of listed information services. Figure 37 then visually illustrates the respondents based on the same four usage groups created to illustrate the use of entertainment and information services, namely: High-level frequency (used at least once a day or used at least 5 times a day) Medium-level frequency (used at least once a week or used at least once a month) Low-level frequency (used at least once every few months, or used at least once a year) Not used in the last 12 months. Table 13: Frequency of Use of Communication Services in the Last 12 Months Communication Services At Least 5 Times A Day At Least Once A Day At Least Once A Week At Least Once A Month At Least Once Every Few Months At Least Once A Year Not At All MMS (multimedia messaging service) 4% 11% 18% 23% 5% 9% 3 26% 21% 5% 4% 3 Chat rooms 3% 3% 3% 86% Instant messenger (IM) 5% 7% 5% 8% 4% 68% Social networking sites or applications (e.g., Facebook, MySpace, Twitter, etc.) Video calling 23% 4% 1% 3% 39% 1% 7% 6% 5% 7% 71% Figure 45: Frequency of Use of Communication Services in the Last 12 Months % % 15% 47% 4% 14% 43% SOCIAL NETWORKING SITES OR APPLICATIONS 13% 4 15% MMS (MULTIMEDIA MESSAGING SERVICE) 68% 6% 13% 1 INSTANT MESSENGER (IM) 86% 5% 6% 4% CHAT ROOMS 71% 1 13% 3% VIDEO CALLING Not Used in the Last 12 Months Low-Level Frequency (use at least once every few months, or at least once a year) Medium-Level Frequency (use at least once a week, or at least once a month) High-Level Fequency (use at least once a day, or at least 5 times a day) AIMIA. The Australian Mobile Phone Lifestyle Index. September 2012

66 Comments Some points to note: and social networking sites are clearly the most frequently used communication services. º Just under half of the respondents were high-level users of . Social networking sites and applications on the mobile phone were found to be almost as popular with just over 4 of users being high-level users. º MMS had a similar overall proportion of combined high and medium-level users as and social networking sites. However, the ratio of high to medium is reversed for MMS with most users being medium-level users. Type of Social Networking Sites Accessed For the first time this year respondents were asked about the type of social networking sites they access on their mobile phones. The results are captured in Figure 46. Figure 46: Use of Social Networking Sites on the Mobile Phone Use of Social Networking Sites on the Mobile Phone % 38% 26% 6% 5% FACEBOOK TWITTER LINKEDIN FOURSQUARE PATH OTHER DON T USE SOCIAL MEDIA ON THE MOBILE PHONE Comments 80 Approximately 6 of respondents reported that they used some form of social networking (SN) sites or applications on their mobile phones. Facebook was found to be the most popular SN site or application (59%), with Twitter being a distant second (26%). AIMIA. The Australian Mobile Phone Lifestyle Index. September

67 Use of Communication Services Compared to Previous Years Figure 47 shows the overall use of communication services in the last 12 months, compared to the previous 3 surveys. Use of Communication Services On the Mobile Phone In The Last 12 Months Across Surv % 63% 59% 57% 68% 55% 4 36% 61% 53% 39% % 21% 18% 29% 14% 9% 9% 14% 1 MMS (MULTIMEDIA MESSAGING SERVICE) SOCIAL NETWORKING SITES OR APPLICATIONS INSTANT MESSENGER (IM) VIDEO CALLING CHAT ROOMS Survey 2009 Survey 2010 Survey 2011 Survey 2012 Comments There has been an increase in the use of all the listed communication services since the 2010 Survey (Survey 6). The growth has been incremental year-on-year for most services. However, and social networking sites or apps have experienced the fastest annual growth rates since 2009 (Survey 5). At the end of this section of the survey respondents were asked if they had visited or used any information, entertainment or communication type services on their mobile phones that had not been included in the previous few questions. Of all the respondents, only 6% answered that they had used other services. Some of the more common and relevant responses included: blogs, forums, Pinterest, Instagram, Skype, and Viber. 81 AIMIA. The Australian Mobile Phone Lifestyle Index. September 2012

68 SECTION 5: ABOUT THE APPLICATIONS ACCESSED In this section of the survey respondents were first asked if they had ever downloaded and installed an application on their mobile phone. Questions about the use of applications were first asked of respondents in the 2010 (Survey 5). The proportion of respondents who have downloaded and installed an application to their mobile phone has substantially increased in the last two years, which can be seen in Figure 48. Figure 48: Respondents That Have Downloaded and Installed An Application To Their Mobile Phones Across Respondents That Have Downloaded and Installed an Application to their Mobile Phones Across Surveys Surveys 10 1% 1% 5% 8% 6% % % 37% 55% 69% 41% SURVEY 2010 SURVEY 2011 SURVEY 2012 Yes No Tried but it didn't work Don't know Those respondents that said they had downloaded an application 85 were then asked a range of questions relating to their behaviour and experience in downloading and installing applications to their mobile phone. The questions were designed to explore the following: Number of Applications Downloaded and Installed Average Number of Applications Used Per Week For What Purpose Applications Are Used Type of Applications Downloaded Paid Applications Downloaded Typical Cost Paid for An Application Maximum Cost Paid for An Application. The findings are detailed in the following sections of the report. AIMIA. The Australian Mobile Phone Lifestyle Index. September

69 Number of Applications Downloaded and Installed Respondents that had downloaded and installed an application were asked how many applications they had downloaded and installed in the last 6 months. The results across the surveys are shown in Figure 49. Figure 49: Number of Applications Respondents Downloaded and Installed on their Mobile Phone In the Last 6 Number of Applications That Respondents Have Downloaded and Installed to their Mobile Phones Across Surveys Months Across Surveys 28% 25% 23% 23% 15% 8% 16% 19% 14% 18% 11% 7% 8% 6% 9% 11% 11% 3% 1 ONLY MORE THAN 50 HAVE NOT DOWNLOADED ANY IN THE LAST 6 MONTHS Survey 2010 Survey 2011 Survey 2012 Comments The results are fairly consistent across the last three years, except for a gradual and incremental shift away from 5 or less downloads towards the download of between 6 and 20 applications. 87 AIMIA. The Australian Mobile Phone Lifestyle Index. September 2012

70 Average Number of Applications Used Per Week For the first time respondents were asked to report the average number of applications they used per week. Their responses are captured in Figure 50. Number of Applications Used on Average Per Week % 4 25% 9% 8% 1 APP ONLY 2-5 APPS 6-10 APPS APPS 3% MORE THAN 20 APPS 3% I DON T USE APPLICATIONS EACH WEEK 88 Comments Approximately half of the respondents reported that they were using between 2 and 5 applications on average per week, while just over a third of respondents were using more than 6 applications. Also, of interest is that fewer than 1 of respondents were using 1 application or less per week, which indicates those that are downloading and installing applications are engaging quite frequently with a range of applications. AIMIA. The Australian Mobile Phone Lifestyle Index. September

71 For What Purpose the Respondents Use the Applications Respondents were asked for what purpose they use their applications in terms of work or personal use. Figure 51 shows the results for the 2012 survey compared to those from the last two years. For What Purpose the Respondents Use the Applications For Across Surveys Figure 51: For What Purpose the Respondents Use the Applications Across Surveys 10 1% 8% 9 14% 8 23% % 58% 34% 48% 3 37% SURVEY 2010 SURVEY 2011 SURVEY 2012 Personal use only Mainly personal use About equal personal and work use Mainly work use Work use only Other Comments Over the last few years there has been a shift away from the use of applications solely for personal use towards the use of applications for a mix of both personal and work purposes. 90 AIMIA. The Australian Mobile Phone Lifestyle Index. September 2012

72 Types of Applications Used By Respondents Respondents were asked what type of applications they have used on their mobile phones in the last 6 months. The responses for 2012 are shown in Figure 52. Comparisons with the 2010 and 2011 Surveys are captured in Figures 53 and Type of Applications Used in the Last 6 Months Figure 52: Type of Applications Downloaded By Respondents to their Mobile Phone MAPS AND NAVIGATION 74% GAMES NEWS AND WEATHER SOCIAL NETWORKING 74% 73% 71% PHOTOS VIDEOS AND MOVIES SEARCH (E.G., YELLOW PAGES, GOOGLE, BING ETC.) MUSIC 56% 53% 5 SHOPPING TRAVEL EATING OUT MANAGING MONEY BOOKS IM (INSTANT MESSAGING) HEALTH AND WELLBEING TIME MANAGEMENT BUSINESS EDUCATION 35% 31% 29% 27% 27% 23% 19% 18% OTHER 4% Types of Applications Used By Respondents On Their Mobile Phones Across Surveys Figure 53: Type of Applications Downloaded By Respondents to their Mobile Phone Across Surveys % 74% 73% 55% 74% 7 57% 73% 57% 39% 56% 54% 26% 53% 38% 35% 36% 31% 29% 41% 28% GAMES MAPS & NAVIGATION NEWS & WEATHER PHOTOS, VIDEOS & MOVIES SEARCH (E.G. YELLOW PAGES) SHOPPING TRAVEL EATING OUT Survey 2010 Survey 2011 Survey For ease of readability and comparison across the surveys the list of applications has been split over 2 figures. AIMIA. The Australian Mobile Phone Lifestyle Index. September

73 Types of Applications Used By Respondents On Their Mobile Phones Across Surveys (continued) Figure 54: Type of Applications Downloaded By Respondents to their Mobile Phone Across Surveys (continued) % 17% 29% 61% 46% 27% 33% 27% 33% 23% 23% 38% 21% 33% 19% 19% 33% 21% 18% 4% 1 4% MANAGING MONEY INSTANT MESSENGER & SOCIAL NETWORKING BOOKS HEALTH & WELLBEING TIME MANAGEMENT BUSINESS EDUCATION OTHER Survey 2010 Survey 2011 Survey Comments The most popular types of applications used by respondents were Maps and navigation (74%), Games (74%), News and weather (73%) and social networking (71%). In comparison to previous years the percentage of respondents has: Returned to around the 2010 figure for some of the application types including maps and navigation, search, photos, videos and movies, and managing money. This followed a substantial decrease in the proportion of respondents who used these applications in Remained at the same level as last year for other applications like health and wellbeing, business and time management, eating out and travel. This level was still considerably less than the 2010 figure. Continued to decrease since 2010 for some applications like games, books and education. While the percentage of respondents using a particular type of application may have remained static or declined in comparison to previous years, the number of users (as opposed to the proportion of users) may have still grown or at least remained similar to past years, as a greater proportion of mobile phone users are now using applications (refer to Figure 49 for context). AIMIA. The Australian Mobile Phone Lifestyle Index. September

74 Paid Applications Downloaded and Installed on the Mobile Phone Of those respondents who had downloaded and installed applications to their mobile phones, 59% stated they had paid to do so. This is consistent with last year s Survey 7 results (6), but represents an increase from 2010 (5). These respondents were then asked for what type of applications they had paid for and the typical and maximum cost paid for applications. Type of Applications Respondents Paid For Figure 55 shows the responses for 2012 only. Figures 56 and 57 illustrate the percentage of respondents who had paid for each of the listed types of applications for 2012 compared to the 2010 and 2011 Surveys 15. Further analysis was also carried out to calculate each application paid for as a percentage of respondents who downloaded that particular type of application. The results are shown in Figure 58. Figure 55: Types of Applications Paid For By Respondents (As a percentage of all respondents who have Type of Applications Paid For in the Last 6 Months downloaded and installed applications to their mobile phones) HAVE NOT PAID FOR APPS DURING LAST 6 MONTHS 41% GAMES 4 BOOKS PHOTOS VIDEOS AND MOVIES 13% 13% MAPS AND NAVIGATION NEWS AND WEATHER HEALTH AND WELLBEING BUSINESS EDUCATION TRAVEL SOCIAL NETWORKING TIME MANAGEMENT IM (INSTANT MESSAGING) SHOPPING MANAGING MONEY EATING OUT SEARCH (E.G., YELLOW PAGES, GOOGLE, BING ETC.) OTHER 9% 8% 7% 6% 6% 5% 5% 4% 3% 3% 3% 5% For ease of readability and comparison across the surveys the list of applications has been split over 2 figures. AIMIA. The Australian Mobile Phone Lifestyle Index. September

75 Types of Applications Paid For By Respondents Across Surveys Figure 56: Types of Applications Paid For By Respondents Across Surveys (As a percentage of respondents who have paid for applications) % % 2 17% 1 1 6% 7% 19% 15% 13% 8% 8% 6% 4% 6% 6% 4% 5% 23% 15% 11% GAMES BOOKS PHOTOS, VIDEOS & MOVIES MAPS & NAVIGATION NEWS & WEATHER HEALTH & WELLBEING BUSINESS EDUCATION Survey 2010 Survey 2011 Survey Types of Applications Paid For By Respondents Across Surveys (continued) 25% 15% 5% 16% 2 14% 1 11% 11% 9% 9% 8% 7% 7% 6% 6% 6% 5% 4% 4% 3% 3% 1% TRAVEL TIME MANAGEMENT INSTANT MESSENGER & SOCIAL NETWORKING SHOPPING MANAGING MONEY EATING OUT SEARCH E.G. YELLOW PAGES, GOOGLE, BING) OTHER Survey 2010 Survey 2011 Survey AIMIA. The Australian Mobile Phone Lifestyle Index. September

76 Types of Applications Paid For (As a percentage of respondents who downloaded that particular type of application) Figure 58: Applications Paid For (As a Percentage of All Respondents Who Downloaded That Particular Type of Application) GAMES 56% BOOKS 5 BUSINESS EDUCATION HEALTH AND WELLBEING 37% 35% 35% TIME MANAGEMENT PHOTOS VIDEOS AND MOVIES 24% 24% TRAVEL 19% IM (INSTANT MESSAGING) MAPS AND NAVIGATION NEWS AND WEATHER MANAGING MONEY SHOPPING EATING OUT SOCIAL NETWORKING 15% 13% 1 9% 7% SEARCH (E.G., YELLOW PAGES, GOOGLE, BING ETC.) 3% Comments Games is by far the most commonly paid for type of application. This is not surprising as games tend to be more transient in terms of use, compared to other types of applications (e.g., a person using social network applications is likely to continue to use a single or limited number of applications, while a person using a game may change the type of game played frequently). Also of interest is just over half of the respondents that use games, pay for them. However, as a ratio of use versus pay, half of those that use books also purchase them. AIMIA. The Australian Mobile Phone Lifestyle Index. September

77 Typical and Maximum Cost Paid For An Application Figure 59 shows the typical cost paid for an application across the surveys. Figure 60 shows the maximum cost respondents had paid for an application and how this has changed over the last few years. Typical Cost of an Application Paid by Respondents Across Surveys Figure 59: Typical Cost Respondents Paid For An Application Across Surveys 4 26% 2 28% 26% 27% 29% 24% 11% 7% 7% 5% 18% 13% 1% LESS THAN $1 $1.00 TO $1.99 $2.00 TO $2.99 $3.00 TO $5.99 $6.00 TO $10.00 MORE THAN $ Survey 2011 Survey 2012 Survey Maximum Cost of an Application Paid by Respondents Across Surveys % 17% 33% 3 31% 19% 18% 14% 21% 15% 14% 9% 1 1 6% 6% 8% 1% 1% 1% LESS THAN $1 $1.00 TO $2.99 $3.00 TO $5.99 $6.00 TO $9.99 $10.00 TO $14.99 $15.00 TO $29.99 $30.00 TO $99.99 MORE THAN $100 Survey 2010 Survey 2011 Survey 2012 Comments There has been a slight increase in the percentage of respondents spending less than $3 for an application. This 9 appears to have been offset by the decrease in the percentage of those spending between $3 and $15. This may be explained by the increased range of applications available at the lower end of the cost spectrum. There has also been a slight increase in those spending between $30 and $100. This may explained by the increasing number of specialised work related applications in the market. AIMIA. The Australian Mobile Phone Lifestyle Index. September

78 SECTION 6: ABOUT ADVERTISING AND MARKETING The special topic last year was advertising and marketing on the mobile phone. A few of the questions were again included this year to provide some ability to track this evolving opportunity in the mobile phone space. Respondents were asked about the following: Businesses they had agreed to receive SMS or MMS messages from Types of advertising and messages respondents had come across and engaged with while using their mobile phones. The findings are shown in the following sections. Receipt of Opted in SMS or MMS Messages From Businesses Figure 61 shows the number of businesses respondents from Surveys 2011 and 2012 opted in to receive messages from. Figure 62 shows the type of businesses they opted in to receive messages from. Number of Businesses Respondents Opted in To Receive SMS or MMS Messages from on the Mobile Phones Across Surveys Figure 61: Number of Businesses Respondents Opted in to Receive SMS and MMS Messages From on Their Mobile Phones Across Surveys % 4 53% 43% 4% 6% 8% 8% 3% 1% 1% 1% 1-5 BUSINESSES 6-10 BUSINESSES BUSINESSES MORE THAN 20 I DON T KNOW NONE BUSINESSES Survey 2011 Survey AIMIA. The Australian Mobile Phone Lifestyle Index. September

79 Type of Businesses Respondents Opted in To Receive SMS or MMS Messages from on their Mob Phones Across Surveys Figure 62: Type of Businesses Respondents Opted in to Receive SMS and MMS Messages From on Their Mobile Phones Across Surveys % 44% % 21% 25% 15% 21% 16% 14% 9% 16% 16% 16% 14% 11% 1 6% 9% 9% 25% 17% BANKING (OR CREDIT UNIONS) OTHER RETAIL STORES HEALTH & BEAUTY PROVIDERS DEPT. STORES CINEMAS & THEATRE RESTAURANTS & CAFE TRAVEL OTHER ENTERTAINMENT PROVIDERS GROUP DISCOUNT DEALS CAR DEALERS EMPLOYMENT AGENCIES OTHER Survey 2011 Survey Comments Compared to last year there has been an increase in the overall proportion of respondents who had opted in to receive SMS or MMS messages from businesses; from 47% last year to 57% this year. The greatest increase was in the 1-5 businesses category, which saw an increase from 34% to 4. This suggests that mobile phone respondents are increasingly becoming more proactive and responsive in the use of the mobile phone to engage with businesses. The proportion of respondents that opted in to receive messages increased for almost all business types, the only exception being travel, which remained the same as last year. The profile of the type of businesses remained similar to that found in the 2011 survey, with banking or credit unions having the highest proportion of respondents opting in for ads and messages followed by other retail stores, and heath and beauty providers. AIMIA. The Australian Mobile Phone Lifestyle Index. September

80 Respondent Awareness and Engagement With Different Types of Advertising and Messages Figure 63 shows the overall level of respondent awareness and engagement with different types of advertising and marketing messaging on mobile phones in the last 3 months for the Survey 2012 results. Table 14 shows the level of awareness and engagement as a percentage of those Survey 2012 respondents who at the least have seen that particular type of advertisement or messaging. Table 15 provides an overall comparison of awareness and engagement with the listed advertising and messaging for both Survey 2011 and Survey 2012 respondents. Figure 63: Overall Level of Respondent Awareness and Engagement With Different Types of Advertising and Overall Level of Respondent Awareness and Engagement With Different Types of Advertising Marketing Messaging on their Mobile Phones In the Last 3 Months Marketing Messaging on their Mobile Phones In the Last 3 Months % 17% 57% 25% 24% 51% 26% 25% 49% 21% 23% 56% 24% 24% 5 25% 21% 55% 29% 2 49% VOUCHERS OR COUPONS SENT TO YOUR MOBILE PHONE BANNER OR TEXT ADS IN APPLICATIONS USED ON YOUR MOBILE PHONE BANNER ADS ON MOBILE WEBSITES (E.G., PROMOTING A BUSINESS OR SERVICES) SOME FORM OF ADVERTISING WHILE WATCHING A VIDEO ON YOUR MOBILE PHONE ADS OR MESSAGES ABOUT A BUSINESS VIA TWITTER OR FACEBOOK ON YOUR MOBILE PHONE SOME FORM OF ADVERTISING IN A GAME THAT YOU DOWNLOADED TO YOUR MOBILE PHONE ADS FROM A BUSINESS WHEN YOU CONDUCTED A SEARCH ON THE INTERNET ON YOUR MOBILE PHONE (E.G., GOOGLE ADS) Have engaged with advertising Have not seen or engaged with advertising Have seen but not engaged with advertising 108 AIMIA. The Australian Mobile Phone Lifestyle Index. September

81 Table 14: Respondents Awareness and Level of Engagement With Different Types of Advertising and Marketing Messaging on their Mobile Phones (as a percent of those that have seen the ads) Level of Engagement in the Last 3 Months Daily Weekly Fortnightly Monthly At least once in the last 3 months Have seen but not engaged with any ads in the last 3 months Vouchers or coupons sent to your mobile phone Banner or text ads in applications used on your mobile phone Banner ads on mobile websites (e.g., promoting a business or services) Some form of advertising while watching a video on your mobile phone Some form of advertising in a game that you downloaded to your mobile phone Ads or messages about a business via Twitter or Facebook on your mobile phone Ads from a business when you conducted a search on the Internet on your mobile phone (e.g., Google ads) 8% 13% 8% 14% 39% 14% 1 5% 9% 11% 49% 13% 11% 8% 9% 11% 49% 8% 15% 7% 9% 51% 11% 15% 6% 8% 49% 13% 14% 6% 9% 1 45% 11% 16% 7% 9% 14% 43% Table 15: Overall Level of Respondent Awareness and Engagement With Different Types of Advertising and Marketing Messaging on their Mobile Phones Across Surveys 16 Type of Advertising and Messaging On the Mobile Have Engaged With Advertising In The Last 3 Phone Months Have Seen But Not Engaged With Any In the Last 3 Months Have not seen or engaged with any in the last 3 months Banner or text ads in Survey 2011 applications used on your mobile phone Survey 2012 Banner ads on mobile Survey 2011 websites (e.g., promoting a business or services) Survey 2012 Advertising while Survey 2011 watching a video on your mobile phone Survey 2012 Advertising in a game Survey 2011 that you downloaded to your mobile phone Survey 2012 Ads or messages about a Survey 2011 business via Twitter or Facebook on your mobile phone Survey 2012 Ads from a business when searching on the Internet on your mobile phone (e.g., Google ads)** Survey 2011 Survey % 19% 57% 25% 24% 51% 23% 21% 56% 26% 25% 49% 18% 19% 63% 21% 23% 56% 21% 18% 61% 24% 24% 5 21% 17% 6 25% 21% 55% 23% 18% 59% 29% 2 49% Comments Around one quarter of the respondents had seen and engaged with the listed range of advertising and messages received on their mobile phones. Approximately another had seen, but not engaged, with most of the types of advertisements and messages. The overall average level of engagement for Survey 2012 was 54%. This means that if the respondents saw an advertisement, there was just over 5 chance that they would engage. On the converse there is just less than 5 (i.e., 46%) chance that they would not engage. 16 The type of advertising Ads from a business when searching on the Internet on your mobile phone (e.g. Google ads) cannot be directly compared with last year. The wording for last year was different. The comparison is therefore indicative only. AIMIA. The Australian Mobile Phone Lifestyle Index. September

82 Some comparisons with last year follow: A higher percentage of respondents have been exposed to all of the listed types of mobile phone advertising and messaging. For example, 51% of 2012 respondents had seen or engaged with banner advertisements on mobile websites, compared to 44% last year. All of the listed types of advertising and messaging experienced only very small increases in the level of engagement by respondents compared to last year. The average level of engagement was consistent across the two years: 2012 was 5, compared to 54% for It should be noted that in comparing engagement levels with 2011, that engagement with vouchers was removed from the 2012 data to enable the comparison of like measures. (The 2011 survey information about vouchers was explored differently and hence comparison across the years was not possible.) AIMIA. The Australian Mobile Phone Lifestyle Index. September

83 SPECIAL TOPIC: ABOUT THE IMPACT OF TABLETS ON MOBILE PHONE USE In this section of the report the findings relating to this year s special topic questions regarding the use of tablets and their impact on mobile phone use are presented. These findings include information regarding: Tablet Ownership Purpose of Tablet Ownership Specific Uses of the Tablet Frequency of Use of the Tablet Top 5 Ways Respondents Use Their Tablet Website versus Application Use on the Tablet Impact of Tablet on Mobile Phone Use. Tablet Ownership of Respondents Figure 64 shows current tablet ownership and planned purchase within the next 12 months for 2012 Survey compared to the 2011 Survey. As was the case with the planned purchase of a smartphone, the planned purchase of a tablet may not correlate exactly with actual future purchase figures, but it does provide an indication of intent and interest in purchasing these devices. For this reason a forecast for tablet ownership has been calculated based on the 2012 results. The forecast is shown in Figure 65. Tablet ownership has also been analysed by geotribe to explore whether ownership is consistent across the tribes or whether there are substantial differences. The results are illustrated in Figure 66. AIMIA. The Australian Mobile Phone Lifestyle Index. September

84 Tablet Ownership Across the Surveys Figure 64: Tablet Ownership of Respondents Across Surveys 5 49% 33% 17% 16% 38% 2 21% 27% 11% 1 3% YES NO BUT I PLAN TO BUY ONE IN THE NEXT 6 MONTHS NO BUT I PLAN TO BUY ONE IN THE NEXT 12 MONTHS NO I DON T NEED ONE DON T KNOW Survey 2011 Survey Tablet Ownership Forecast Figure 65: Tablet Ownership Forecast PERCENT OF RESPONDENTS At time of survey - July 2012 At December 2012 By Mid AIMIA. The Australian Mobile Phone Lifestyle Index. September

85 Tablet Ownership By geotribe (As a percentage of each geotribe) Figure 66: Tablet Ownership By geotribes % 3 29% 2 18% 29% 39% 28% % 35% 3 25% 45% 35% 4 34% 46% 5 41% 36% 25% 33% 39% ACHIEVERS BOOMERS CRUSADERS DEBSTARS FORTUNATS ROACKAFELLAS SUBURBAN SPLENDOUR TRUE BLUES OVERALL RESULTS (INCLUDES RESULTS FROM ALL TRIBES) % Yes % No but plan to buy within 6-12 months % Don't need one 115 Comments Almost 4 of respondents reported that they owned a tablet, which represents a substantial increase from last year. High growth in the last 12 months was expected given the rate of uptake in Australia, although the figure of 38% is higher than other publicly reported industry figures. A possible explanation is that the 2012 Survey figure represents tablet ownership among the year olds and not all Australians, as is sometimes the basis for calculating ownership rates. An additional 33% of 2012 Survey respondents were planning to purchase a tablet within the next 12 months. The results suggest that most of the 2011 planned purchases translated to actual purchases and ownership in Based on these results the forecast for tablet ownership is 5 by December 2012 and 71% by mid Analysis of geotribes by tablet ownership suggests that ownership spans age and stage of life. Between 4 and 5 of Rockafellas, Achievers, Fortunats, Crusaders and Debstars own tablets. However, as may be expected there is some variation in tablet ownership across the tribes and this appears to follow the socio-economic status of the groups (although there are exceptions e.g., True Blues lower socio-economic status - and Suburban Splendour higher socio-economic status - both have lower rates of ownership and this is not explained by socio-economic status). AIMIA. The Australian Mobile Phone Lifestyle Index. September

86 Tablet Brands and Capability Those respondents who owned a tablet were asked to select the brand of their tablet and to identify the capability of their tablet. The results are shown in Figures 67 and 68. Tablet Brand of Respondents % 7% 3% 1% 1% APPLE IPAD SAMSUNG ACER MOTOROLA TOSHIBA SONY OTHER Tablet Capability Figure 68: Tablet Capability % 3% 1% WIFI ENABLED BOTH WIFI AND 3G ENABLED 3G ENABLED DON T KNOW Comments Not surprising, Apple ipads were clearly the most popular brand of tablets with just over 75% of Tablet owners 117 owning an ipad. Just under half of the respondents had both WiFi and 3G enabled tablets, while 5 of the respondents had WiFi only enabled tablets. The large proportion of WiFi enabled only tablets highlights that while these devices are highly portable their use is restricted to particular environments (i.e., where WiFi is available and this may include home, cafes, libraries and some work places). AIMIA. The Australian Mobile Phone Lifestyle Index. September

87 Purpose and Length of Tablet Ownership Figures 69 and 70 show the length of tablet ownership among respondents and the purpose of their tablet use. Figure 69: Length of Tablet Ownership Length of Tablet Ownership More than 1 year 33% Less than 6 months Between 6 months and 1 year More than 1 year Between 6 months and 1 year 31% Less than 6 months 36% Purpose of Table Use % 27% 23% 11% 1% PERSONAL USE MAINLY PERSONAL USE WITH SOME WORK USE ABOUT THE SAME WORK AND PERSONAL USE MAINLY WORK USE WITH SOME PERSONAL USE WORK USE ONLY Comments Just less than 7 of respondents have owned their tablets for a year 119 or less. Approximately 6 of respondents use their tablets for some mix of personal and work use. When the proportion of respondents who use their tablet for personal use only (37%) is also considered, it is evident that tablets are currently being used predominantly for personal purposes. AIMIA. The Australian Mobile Phone Lifestyle Index. September

88 Use of the Tablet By Respondents Respondents who owned a tablet were asked how often they used their tablet for a range of listed purposes. This was the same list that was used in questions relating to the use of the mobile phone to allow for comparisons. To allow for further comparisons between mobile and tablet use they were also asked to rank the top 5 ways they use their tablet (which was also asked of respondents in relation to their mobile phone use earlier in the survey). Table 16 shows the detailed frequency of use among respondents. Figure 71 shows the overall proportion of respondents that used the tablet for each specific purpose within the last 12 months. Figure 72 shows the overall raw and weighted ranks for each use. As was the case with mobile phone use, the raw ranks represent the percentage of respondents that ranked the phone use either 1,2,3,4 or 5. Weighted ranks take into account the order of the rank. They have been calculated by allocating rank 1 = 5 points, rank 2 = 4 points, rank 3 = 3 points, rank 2 = 2 points, rank 1 = 1 point and then summing the results. Figure 73 shows the overall proportion of respondents who ranked each phone use: 1, 2, 3, 4 or 5. Table 16: Frequency of Uses By Tablet Owners in the Last 12 Months Tablet Use At Least 5 Times A Day At Least Once A Day At Least Once A Week At Least Once A Month At Least Once Every Few Months At Least Once a Year Not at all Voice Calls SMS To send and receive To Get Information For Entertainment Purposes To Visit Websites and/or Browse or Search the Internet For Banking Including Transfers & Bill Payments To Buy Things Online To Read or Edit Documents Online 5% 9% 1 8% 6% 58% 3% 5% 7% 5% 5% 7 26% 18% 6% 4% 1% 14% 28% 4 18% 5% 4% 25% 4 6% 1% 6% 33% 4 16% 4% 1% 1% 3% 7% 15% 26% 1 4% 1% 35% 7% 11% 16% 4% 33% 1 21% 23% 1 6% 1% 25% AIMIA. The Australian Mobile Phone Lifestyle Index. September

89 Overall Tablet Use By Respondents In the Last 12 Months % 4% 6% 3% 35% 33% 25% % 7 86% 96% 94% 97% 65% 67% 75% 4 28% VOICE CALLS SMS (TEXTING) TO SEND & RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT PURPOSES TO VISIT WEBSITES &/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENT TO BUY THINGS ONLINE TO READ OR EDIT DOCUMENTS OR FILES Some use in the last year Not at all in the last year Overall Rank of Top 5 Tablet Uses By Respondents % 5% 4% 3% 16% 18% 17% 19% 15% 18% 18% 8% 6% 8% 5% 11% 9% VOICE CALLS SMS (TEXTING) TO SEND AND RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT PURPOSES TO VISIT WEBSITES &/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENTS TO BUY THINGS ONLINE TO READ OR EDIT DOCUMENTS OR FILES % of Raw Total Ranks % of Weighted Ranks 123 AIMIA. The Australian Mobile Phone Lifestyle Index. September

90 Rank of Top 5 Uses of the Tablet By Respondents % 13% 16% 8% 15% 23% 24% 11% 14% 21% 9% 17% 23% 25% 15% 16% 11% 15% 7% 8% 1 25% 5% 4% 3% 21% 3% 17% 18% 9% 1% 1% 8% 11% 4% 3% 3% 1% VOICE CALLS SMS (TEXTING) TO SEND & RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT PURPOSES TO VISIT WEBSITES &/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENT TO BUY THINGS ONLINE TO READ OR EDIT DOCUMENTS OR FILES Rank 1 Rank 2 Rank 3 Rank 4 Rank Comments The most frequent uses of the tablet are as follows: To visit websites and/or browse or search the internet (75% of all tablet owners) To get information (7 of all tablet owners) For entertainment purposes (65% of all tablet owners) Sending and receiving s (56% of all tablet owners) Frequent use was defined as those that use it daily (at least once a day or at least 5 times a day). Not surprisingly, these same frequent uses also dominated the rankings of tablet use, with many respondents ranking them as either their number 1, 2 or 3 top uses. AIMIA. The Australian Mobile Phone Lifestyle Index. September

91 Tablet Use Compared to Mobile Phone Use In this section of the report the focus is on comparing mobile phone use and tablet use. This will include a look at the respondents perceived impact of their tablet on their mobile phone uses. Figures 74 shows the overall mobile phone and tablet use by respondents in the last 12 months. Figure 75 provides a comparison of frequent mobile phone users and frequent tablet use. Frequent is defined as those that used the phone for that given purpose at least weekly. Figure 76 shows the use of applications versus websites among tablet owners compared to mobile phone owners. Finally, respondents were asked as a result of purchasing their tablet had their use of their mobile phone stayed the same, increased or decreased across a list of phone functions. Figure 77 illustrates the results. Overall Mobile Phone Use Compared to Tablet Use in the Last 12 Months % 99% 96% 94% 97% PERCENTAGE OF RESPONDENETS % 69% 86% 79% 7 76% 5 65% 4 67% 47% 75% VOICE CALLS SMS (TEXTING) TO SEND AND RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT PURPOSES TO VISIT WEBSITES &/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENTS TO BUY THINGS ONLINE TO READ OR EDIT DOCUMENTS OR FILES Mobile Phone - Some use in the last 12 months Tablet - Some use in the last 12 months 126 AIMIA. The Australian Mobile Phone Lifestyle Index. September

92 Frequent Mobile Phone Users Compared to Frequent Tablet User (Frequent is defined as those that used the feature/function at least weekly) phone for that given purpose at least weekly) % 95% 87% 86% 9 87% 9 86% 87% 93% % 55% 74% 74% 38% 5 59% 76% VOICE CALLS SMS (TEXTING) TO SEND AND RECEIVE S TO GET INFORMATION FOR ENTERTAINMENT PURPOSES TO VISIT WEBSITES &/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENTS TO BUY THINGS ONLINE TO READ OR EDIT DOCUMENTS OR FILES Mobile Phone Tablet 127 Use of Applications Versus Websites on the Mobile Phone Compared to the Tablet 4 36% 2 23% 24% 31% 23% 8% 7% 4% 1% APPLICATIONS ONLY MOSTLY APPLICATIONS & SOME WEBSITES ABOUT THE SAME USE OF APPLICATIONS & WEBSITES MOSTLY WEBSITES & SOME APPLICATIONS WEBSITES ONLY 1% DON T USE WEBSITES OR APPLICATIONS Mobile Phones Tablet 129 AIMIA. The Australian Mobile Phone Lifestyle Index. September

93 Impact of Purchasing A Tablet on Mobile Phone Uses % 4% 24% 3 33% 34% 17% 17% 23% % 86% 53% 44% 4 41% 45% 7% 5 5% 41% 8% 1% 3% 5% 3% 3% 4% 9% 13% VOICE CALLS SMS (TEXTING) TO SEND & RECEIVE S 13% TO GET INFORMATION 1 1% 1 FOR ENTERTAINMENT PURPOSES 13% TO VISIT WEBSITES &/OR BROWSE OR SEARCH THE INTERNET FOR BANKING INCLUDING TRANSFERS & BILL PAYMENT 26% TO BUY THINGS ONLINE 26% TO READ OR EDIT DOCUMENTS OR FILES My mobile phone use decreased because of buying a tablet My mobile phone use stayed the same because of buying a tablet My mobile phone use increased because of buying a tablet My mobile phone use has changed but not as a result of buying a tablet I do not use my phone for this purpose Comments A higher percentage of respondents have used the tablet for most of the listed range of purposes in the last 12 months. The only exceptions were voice calls and texting. However, a closer analysis of frequent mobile phone users and frequent tablet users shows a different picture, namely that: The percentage of frequent users of the mobile phone and tablet are similar for the following phone functions: º ing º To get information º For entertainment º Visiting websites and/or browsing or searching the Internet and º For banking Almost all tablet owners (99%) are using websites and/or applications compared to almost a quarter of mobile phone users who don t use websites or applications. Of particular interest is that websites are just, if not more popular, than applications among Tablet owners. This suggests that the tablet and mobile phone are currently complementary devices. Respondents may prefer the use of the tablet for some functions like buying things online and reading and editing documents, and the use of the mobile phone for texting and voice. There are also uses (e.g., and banking and making payments) that are used equally across both devices or in a reasonably similar manner (e.g., to get information). The introduction of the tablet has, however, had some impact on mobile phone use as illustrated in Figure 77. Approximately one third of respondents who owned a tablet reported that their use of the mobile phone for getting information, for entertainment and for visiting websites and/or browsing or searching the Internet has decreased as a consequence of buying a tablet. However, other respondents (approximately 12-13%) reported an increase in the use of their mobile phone for the same purposes since acquiring their tablets. It should be noted that when respondents 17 were asked about the future expected use of their mobile phone (see Figure 31): 17 This related to all respondents and not just those owning a tablet. AIMIA. The Australian Mobile Phone Lifestyle Index. September

94 º 14-28% reported that they expected their future mobile phone usage to increase º 1-4% reported that they expected their future mobile phone usage to decrease. When the responses to the future use of the mobile phone was considered for only respondents with tablets, it was found that for all uses with the exception of reading and editing documents, the net increase in expected use (i.e., percentage of respondents reporting an increase in use less those reporting a decrease in use) was approximately. For the use of reading and editing documents the net increase in expected use of the phone was approximately 15%. Thus, the possibility of tablet ownership increasing the use of mobile phones exists. However, given the emerging use of tablets, the picture regarding the relationship between mobile phone and tablet use is still evolving. Given the importance of this relationship, this topic should be explored in future AMPLI surveys. AIMIA. The Australian Mobile Phone Lifestyle Index. September

95 FOR MORE INFORMATION For more information about: The report Becoming a sponsor of the 2013 survey The option of additional analysis of the AMPLI data to meet your specific needs Please contact: Dr Marisa Maio Mackay Director, Complete the Picture Consulting Phone: [email protected] Or the AIMIA National Office on (02) AIMIA AMPLI Survey Official Research Partner: AIMIA. The Australian Mobile Phone Lifestyle Index. September