Mobile: AIMIA Launch the Australian Mobile Lifestyle Index (AMPLI)
AIMIA today released the latest information, trends and statistics with their latest AMPLI report. Download the PDF (6.3MB). Below is a summary of the report.
Summary of AMPLI Report Findings
Nokia mobile phone ownership remains the same as last year (47%), followed by Sony Ericsson (12% again), with Samsung in third place (11% again). Motorola dropped from equal second last year to sixth (5%) as Apple enters the report for the first time at 9%. Interestingly, males aged between 26 and 40 were more likely than expected to say they owned an Apple handset, while females were less likely than expected to say they owned an Apple.
People who are single and living with their parents were more likely than expected to be on 3 Mobile. They were also more likely than expected to say they owned an LG or Sony Ericsson phone. Married people were more likely than expected to be with Telstra.
Overall satisfaction with carrier services is high, with around 90% of respondents satisfied with the service provided by their carriers. Of particular interest, satisfaction levels with the range of plans and packages available remains high. However, the cost of accessing data services remains an issue for respondents, with the lowest level of satisfaction (51% of respondents).
While there was a significant decrease in the number of respondents who were on prepaid (25%) phone plans, just under one third of respondents stated that their payment plans included a data allowance. Of those respondents that had a data allowance included in their monthly plan or pre-paid amount 43% had more than 50 MB included. Around one quarter of respondents with a data allowance did not know how much data was included in their payment option. Of the respondents that had a data allowance, 18% purchased additional data packs or allowance.
This is the first time specific questions regarding data allowance and data packs has been included in the AMPLI survey, recognising the increasing maturity of the market, in terms of carrier communications around pricing plans and options, and equally as important, the increasing engagement of mobile phone owners with services on their mobile phones.
The survey reveals a substantial increase in the proportion of respondents (63%) that said they had a 3G or 3.5G mobile phone which is most likely a reflection of the Australian market “growing up” in terms of knowledge and understanding of mobile phones, and the services they can provide.
Growth in Non-Voice Communication Services
According to the findings, 77% of respondents used their mobile phone for a purpose apart from texting and/or voice. Not only are more respondents using a range of non-voice communication type services, but they appear to be using them frequently. Of particular interest, is that almost 50% of respondents that use email use it daily. The same is true for social networking.
- Overall, 64% of respondents had used a non-voice communication service in the last 12 months. As a proportion of those that used each specific communication service:
- 61% of those that used MMS, used MMS at least once a month
- 62% of those that used email, used email at least once a month with almost 42% of these respondents using email daily
- 56% of those that used chat rooms, used chat rooms at least once a month
- 71% of those that used IM, used IM at least once a month with 51% of these respondents using IM at least once a week
- 37% of those that used video calling, used video calling at least once a month, and
- 85% of those that used social networking, used social networking at least once a month, with 46% of these respondents using it at least once a day.
Content, Entertainment and Information Services
Some 71% of respondents said that they used their mobile phone to access information and entertainment content and services in the last 12 months, indicating growth in both usage and purchase behaviours. Entertainment services and content is being enjoyed in a variety of formats including video (19%), images (19%), SMS (17%) and audio e.g. podcasts (16%).
In terms of ranking, the following patterns were observed:
- Games maintained its number one ranking
- Ringtones increased in ranking from (up from 3)
- Music downloads (up from 5)
- Wallpapers (down from 2)
- Videos (up from 6)
- Screensavers (down from 4)
The survey also found 48% (up 12%) of respondents had used or visited an information service in the last 12 months, with Weather, News and Location/Traffic services being the most popular categories. Across the board, consumption of each category of information services has increased. Information services are being enjoyed in a variety of formats including text on a mobile site, images and video.
Acceptance of Mobile Advertising
Overall, there has been an increase in the acceptance of advertising on the mobile phone since 2007. Of particular interest, 39% of respondents stated that they would accept ads on their mobile phone in exchange for free mobile content or special offers and 56% of respondents stated that they would accept ads from companies with whom they have agreed to accept ads
Rise of Mobile Commerce
The special topic of this year’s survey was mobile commerce. The survey found people aged 26-40 years and those who are single and living independently were more likely than expected to embrace mobile commerce including banking and paying for things.
The survey found that 25% of overall respondents had used their mobile phone for banking in the last 12 months. Some 19% of respondents have used their mobile phone to make payments in the last 12 months, using a range of platforms including their carrier’s billing system, PayPal, iTunes store, credit card and other systems.
