A range of statistics now confirm that smartphone and tablet ownership in Australia, like most other international markets, is very high and ever increasing. “The Web and Mobile, June 2012” by Yahoo!7 has revealed that people use devices that go with the content they would like to consume. As a matter of fact, tablets and smartphones are complementing each other while serving various purposes.
Research firms for Yahoo!7 have conducted 2 other studies that agreed with the findings by AIMIA. The study has, however, found that almost half the participants reported their mobile phone use stayed the same because of buying a tablet, no matter what the purpose is- banking, email, entertainment, information, web browsing or purchasing.
| Device | Year |
| SMARTPHONE Ownership | 76% in 2012 |
| 84% in 2013 | |
| TABLETOwnership | 40% in 2012 |
| 70% in 2013 |
Source: AIMIA. The Australian Mobile Phone Lifestyle Index. Oct 2012
The research conducted by Yahoo!7 has also found that Australians have different perceptions of the devices (smartphone, tablet and computer) they use. And this trend is said to be influential in choosing the device to access and consume content.
Considered to be the most convenient of all the devices, smartphone is carried by Australians almost all the time. They access their smartphones from any corner of the country, anytime. People in Australia use smartphone mainly for:
Common perceptions of a Smartphone
Tablet devices are considered to be an entertainment device. The common uses of tablets are:
Common Perception of a Tablet
On the other hand, desktops and laptops are viewed as the most reliable device for longer tasks. Computers are commonly used:
Common Perception of a Computer
source: Yahoo!7 Time of Day Research. 2012
The research study also showed that smartphone usage stays consistent throughout the day while tablets are used more frequently during the evening. People use the Internet the most when at work.
How Australians Consume Content
Although there is some common content that Australians access on all kinds of devices at different times of the day, there is a clear trend that shows people access some specific content at certain times of the day.
Smartphone is the first thing that people grab and use when they wake up in the morning. Before going to work Australians keep using the smartphone and the computer while multitasking.
For those who use public transport, smartphones are what keep them busy. On the way to and from work, people use smartphones for planning their evening and social life.
Evening is the time when people use tablet devices and relax. They use the device mostly to research and make purchases online.
This is obvious that marketers can offer the greatest reach by delivering cross-device advertising. Yahoo!7’s targeting technologies could be a sustainable solution for some marketers and advertisers.
For questions on mobile devices or websites email us or call our Melbourne agency on 1300 WEBFIRM (932 347).
Sign up to get insights & inspiration in your inbox.
3892 people are reading this newsletter every week
