Australian Smartphone and Tablet Data

APAC Consumer Habits Evolve With Mobile

Mobile market data reveals that as mobile behaviours adapt and surface alongside consumers’ online options, expectations of mobile ads have risen. APAC has become the world’s leading region in digital ad spend and a hub for all things digital, with mobile named the driving force. But when we delve deeper into the available insights, we’ve found that APAC doesn’t just differ from the rest of the world based on smartphone adoption (while Singapore tied for first at 91% penetration), our mobile-first region repetitively proves that for Australia, the driving force behind ecommerce is convenience.

Forrester’s latest research reveals APAC’s mobile users adoption habits are evolving at different rates. While many used to depend on mobile to find retail store information, Australia proved to be the top market for mobile users who said convenience was of the utmost importance with their mobile interactions. In fact, Forrester found that APAC consumers are all evolving in five key ways, which they used to organize the data (these types did not align with demographics). The five ways were: willingness to experiment, digital/physical integration, self efficacy, information savviness, and device usage. As Forrester divvies up these five groups, we’ve decided to explain ways these different groups must be approached.

Willingness to experiment

Alongside the increase in time Aussies spend using mobile devices to shop online is the contentedness they have for experimenting with new mobile experiences. For brands targeting experimental consumers throughout their path to purchase, marketers can’t afford to miss a beat. Marketers should divide up their customer base, and approach these consumers with a unique strategy and experience. Experimental users are driven by the need for variety and novelty, and get bored easily. This segment of users are pushed by emotional drivers to act – not simply standard mobile advertising. Marketers will do best by innovating exciting experiences that have the power to connect consumers to their friends, while reducing barriers and simplifying prompts. While many Australians are willing to experiment, brands will have to place an importance on personalisation to properly overcome any objections they may have before they make them.

Digital/physical integration

The rapid increase in smartphone usage across APAC lends rise to various integrations, whether they be wearable/smartphone parings, or login information shared with social media networks. For Australia, the rate at which this user segment is evolving is directly attributed to the convenience of the tools made available. One third of Australians were categorized as ‘convenience conformers,’ as in, people who just use the technology to simplify digital actions. Convenience appears to be a driving force behind smartwatch sales, which increased to an astonishing 89% year-on-year in Australia for Q1 2016. The more comfortable consumers become with integrating various technologies, the more opportunities there will be for mobile marketers looking to connect. It’s crucial for marketers to look for opportunities to bring convenience into digital integrations, which would help provide seamless mobile shopping experiences, as mobile market data revealing an increase in pairable devices indicates that Australians are seeking more contextual occasions such as this.

Self efficacy

Speedy and simple mobile experiences keep Australians feeling empowered about their transactions and choice to engage. The study shows that even among the group that’s most resistant to innovation, expectations to deliver are high. By gathering contextual mobile market data on what stages of the purchasing journey consumers make purchases and abandon shopping carts, brands can leverage these micro-moments to enhance the experience, and improve conversion rates stemming from their mobile campaign.

While this one group of users don’t need to be walked through a simple mobile checkout process, marketers must remember that one does not mean all. Making any information difficult to find via a mobile site or app, or a lack of mobile-first planning, can wreak havoc on the brand that assumes all customers are mobile-savvy. As self-efficacy is one of the five customer types, brands should lean towards boosting engagement with new products, as opposed to leaning on consumers to understand how a mobile purchase journey is intended. Native, video, and social ads also work well for this type of consumer, especially since they’ve been dubbed the ‘fastest growing format’ by the IAB/PWC. Convenience is critical as Australians steer towards fast, easy mobile experiences.

Information savviness

In Singapore, 88% of smartphone users have utilised the store locator. First, this indicates just how savvy mobile users are in getting the information they want, and second, proves still a firm desire to view products in-store before making a purchase in this area. While customers are craving more information, and want to be informed buyers, it’s caused a shift in mobile search as well. Mobile accounts for 50% of Google searches, and 43% of Australia’s mobile ad expenditure. Even Google has gone mobile-first in terms of search, undoubtedly to keep close on the heels of consumers who’ve become search-savvy mobile shoppers. Brands must be present and ready in the directions consumers are headed, which means appropriating ad budgets to target mobile video, mobile search, and mobile display ads (which already accounted for 57% of Australia’s mobile ad expenditure in Q1 2016). New Zealand far surpassed Australia in mobile advertising growth, at 122% of international growth the year over. By presenting information to consumers in engaging ways (think: video!), marketers can appeal to the information-savvy, while creating an easy-to-consume ad format.

“Demographics alone aren’t enough to predict consumer behaviour; it’s more about emotion and core motivation. Stated intentions don’t always align with subsequent behaviour, and customers are now doing things that were once considered improbable or irrational.”  – Anjali Lai, Forrester data analyst and report co-author

Device usage

The Forrester survey highlighted device usage among APAC’s mobile users, and the five key forces that create a sense of empowerment for customers. We’ve summarised the data related to Australia:  

  • 36% use a laptop, tablet, and mobile phone (all three devices).
  • 34% read in-depth consumer reviews before buying a product
  • 45% like to engage with new products and services.
  • 17% choose brands that are emotionally satisfying.

Although these figures explain APAC mobile users evolving choices, it doesn’t account for the speed at which they make them. Instead of hinging on demographics, the speed of these influences varied by market. While one third of Australians are convenience conformers (people who use technology to make their lives easier), half of the adults in this market use a tablet. Australians expect simplicity built into their choices, and reject buy-ins and novelty offerings.

The future is bright for marketers who understand that not all mobile campaigns are created equal, as mobile market data dictates the shifts in customer buying patterns. While 57% of Australia’s mobile ad expenditure is attributed to mobile display, 73% of marketers are elevating focus, and planning to increase their mobile budget this next year. Attribution will play a critical role in understanding demographics and user types. The IAB recently found that only half of marketers were using attribution modeling. This is a weighty percentage, considering just how much data visualisation and ad fraud detection will increase in usage over the coming months. It’s clear that attribution is what marketers should come to expect from their campaigns, with careful attention paid towards measuring effectiveness. The deeper we delve into the customer experience, the more important the mobile market data becomes, and these five groups are only just the start.

Read about the rest of Forrester’s APAC findings here.

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