Tag Archives: smartphone usage

Australian’s Multi Screen Affair! Smartphones, Tablets & the Digital Home…

“Screen Screen…who is the fairest of them all?” Probably the toughest question as we love all our screens!

TV’s, Mobiles, Tablets are getting smarter and smarter…we came across the Australian Multi-Screen report from the last quarter of 2011 by OZTAM / Neilsen and quoting a few interesting stats from this report.


Firstly, Aussies love affair with the smartphones continues which is now estimated at about 49% ownership (up from 43% from the third quarter last year, age 14+). The household Tablets penetration seems to be getting there too, starting at about 8% in the second quarter last year, shooting up by 2 points to almost 10% metro by end of last quarter 2011 and on the rise! According to Nielsen’s Australian Online Consumer report, watching any viewing ‘video’ content on Tablets grew from just 2% of the total online population at the end of 2010, to 5% by the end of 2011.


As at the end of the last quarter of 2011, 95% of all homes were estimated to have access to digital broadcasts on at least one TV set in the home, this is up from 90% in the first quarter. Currently 44% of homes have access to some form of a PVR (Personal Video Recorder) allowing consumers to use the ‘time shifting’ incase you can’t watch ‘Home & Away’ whilst you are doing the child care pickup’s or need to unwind at your own leisure and catch up with ‘Desperate Housewives’ when it suits you!


Household internet remains at about 77% but there is an increase in the time that content is being consumed online, watching online video has increased by about 13% and all probably due to the popularity of the smart TV’s which most of them come with their own browser, app setup’s or access to browsing your own internet of connect devices at home. Consumers spent about 3Hrs 27Minutes watching any video on the internet. No longer do you have to take someone to your bedroom to put on your PC to share some photo’s from your trip to Fiji – it’s all about having ‘smart access’ to your content in the house and out and about on the mobile too! Watching video on the mobile phone is not that hot a number, guess mainly due to the fact that a lot of users are unsure of how much bill they’re going to clock up when they’re going to watch the news via video or play catch up TV via mobile on their way home on the train! But, sure we’ll get there.

Watching any video on a mobile phone is at about 1hr 20mins per month average but interestingly almost at 3 hours per month with the 25 – 34 year olds. Video consumption via mobile phones for the 16 years and over category is at about 1 hour 20 minutes per month (up significantly since Q1), the main users are those aged 18 – 34, averaging almost 3 hours per month.

The combination of the extended screens (PC and mobile phone) usage for any video content still accounts for just 4% of video consumption on traditional TV, as quoted in this OZTAM/Neilsen report.

Mobile devices are not only used outside of the house now but playing a key role within the house too as Australia’s love affair with multiple screen’s grows!

DOWNLOAD HERE [PDF] incase you want to full report  the Australian Multi-Screen Report for Q4, 2011.

Thanks to OZTAM and Neilsen for putting this report together. It is preferred that you download the complete report at the above link and make note of all the fine print and the greater detail. 


Tags: , , , , , , , , , , , , , , , ,

When should I invest in mobile?

When should I invest in a mobile strategy? I think this is a question that most marketers, technologists and broadly businesses are asking themselves now. I also think if you feel the time is now then certainly from my perspective you are setting up for success and giving yourself the right learning time so that as this space matures you are ready to capitalise.

Let’s do some math’s and apologies if some of the percentages I am quoting change by the time you read this post, in this space things are rapidly evolving.

So according to the latest Sensis Smart Phone survey in Australia by 2012, 60% of the roughly 20 million population will have a smartphone. To build on this the latest Google stats show that 79% of people use their mobile phone to help with shopping to affirm they are making the right purchase decision.  Making this even more compelling a recent Microsoft survey shared that 51% of Smart Phone owners are more likely to purchase from a retailer with a mobile site & mobile experience.

On this basis the opportunity is ripe as speaking today less than 4.2% of retailers have a mobile presence.

The Intelligent Shopper

The Intelligent Shopper

This info-graphic is a great representation by Microsoft showing how mobile plays a part in the consumer buying experience. For a better look visit the below link:

I think beyond potentially getting brownie points for creating a new channel & technology that let’s your business connect with customers, introducing your business to a mobile presence truly allows you to immerse your customers in Social Media & real 1:1 experience with your brand.

So hopefully if you have read this far I have provided you a rational argument for having a mobile phone presence and why I think the time is now.

The start of having a mobile presence can start of being as simple as having a mobile site for people trying to access your online site via mobile. Where appropriate and where you have a compelling utility there is an opportunity to provide a mobile app/s (*I will shortly be writting an article about customer advocacy and the journey from a mobile site to your company app providing for true love 🙂 ).

There are two things that I would like to say at this point:

  • Creating a mobile presence does not have to be exceptionally expensive, however you get one or two chances to connect with customers in such a 1:1 way so ensure your presence is a reflection of the brand image you want to create.
  • A mobile strategy starts of with a mobile site, but should be inclusive of a channel strategy which encompasses a presence for Tablet devices, Mobile Apps, Social Media, your Digital Ecosystem, Retail Store Integration and how mobile devices interact within this environment (* I will talk more about this in a coming article)

So in short my advice is, the time to invest in a mobile strategy for your business is now and the more experience and comfort you get in this space the better for your businesses upcoming success.

As always this is our point of view and should you have any comments or further questions we at mobiDdiction welcome them.


Tags: , , , , , ,

The Mobile Revolution – Great video by Google

This is an interesting video we came across from Google, and as mobile marketing and related solutions provider, our job at mobiDdiction is to be on top of the latest consumer behaviour so that we can adapt to meet their needs and advise our clients on how they can benefit from the ever changing consumer behaviour.

This latest video from google really highlights to me how the mobile smart phone enables people to do more things in less time, and if you are a business you need to make sure you are ready for this next mobile evolution as it’s here! Google points out that mobiles are changing consumer behaviour and a point in case they make is that your mobile is now your shopping companion and I tend to agree.

Your mobile is helping you to make choices on what is available locally and then it helps you get there. Your mobile can ensure that you get your “loyalty” credit at your favourite coffee place whilst paying for your latte!  Your mobile can give you your latest bank balance, to see if you have enough money to pay for that impulse buy, your mobile can then let you know if you need to pick something up before heading home or meeting friends, and that is just for starters! Utility is great angle to start thinking about mobile.

Those businesses who recognise that this mobile evolution is just at the beginning and they adapt to how their customers would like to interact with them, will continue to learn on how better to serve customers, resulting in happy customers and therefore better revenue.


Tags: ,

Mobile Banking – On the go!

When was the last time you stood in the queue to check your account balance? When was the last time you felt the need to walk into a branch? Or do you just use your mobile…

A lot of us I’m sure use mobile banking on the go on our mobiles and not surprising that it is quite a utility that we like to have at our finger tips. Just like many other services being made available on our smartphones, whether you’re travelling or just know that your banking information is available at hand when required by you.

Just like many of us, I remember starting to use the banking on my mobile when my bank started to offer it and really there wasn’t much available at that point in time except the fact that you could log-on and check your balances, the updates weren’t that quite synced with your actual account and moreover the look and feel of it too wasn’t that polished. Well, we’ve now moved on and you would’ve noticed that almost all the banking institutions now have started to push the ‘mobility’ factor as a feature or a value-add as part of their day to day services. 

Mobile Banking – On the go!

Commonwealth Bank in Australia a few months ago, started to list property using Augmented Reality and not sure if you’ve come across the vision piece from Commonwealth Bank video from the bank. It’s a bit old now but you can see the thinking behind it. The Commonwealth Bank also have information on their website about mobile banking. Interestingly, you will note that the iPhone and Android have apps whereas if you’re on a blackberry then you still have access to the banking but not via an App experience but a mobile site. Not sure if you’ve noticed but the banks have tailored their experiences depending on the number of users on a particular device e.g. iPhone, Android being the two most widely used phones. It’s also worthy to note that some of the experiences are also different – for example, the Commonwealth ‘NetBanking’ user login from the mobile takes you to a new screen which seems like a mobile site version whereas banks such as ANZ in their goMoney give you a native iPhone experience so you’re not jumping around screens. But again, that’s a different topic with a lot of variants whether it needs to be via a mobile website or all through an App, in this instance let me not start off being nerdy and going away on a tangent!  

Banks seem to have realised the potential of mobile!  

There are many industries out there which are still yet to harness the potential of using mobile as a channel, be it for their marketing or providing customer service via mobile or leverage the mobile as a true one on one loyalty channel. But, on the other hand, banks seem to have taken this on their stride and have developed a good amount of services and seem to be busy actively pushing the mobile factor as part of their service offering. Sure you’ve seen some of their messages such as the St. George Bank, NAB and Westpac leveraging marketing material to push the message out to consumers including signage, posters and visual displays outside of their branches. The ING gorilla holds an iPhone too in newspaper AD’s and the info on ING’s mobile banking is on their website too. NAB on their YouTube channel has videos with demo’s for banking on iPad’s  which has features such as branch locator, getting directions to get there, foreign exchange rates and a few other handy features. NAB also has the info on their website. The Commonwealth Banking mobile banking App shows you the transactions almost in real-time so there’s no wait for it to be updated as that could be quite frustrating when you’re on the go and need to know. There’s also the ANZ banking app that has a feature where you could pay to a mobile number which I’ve used a few times and find it quite useful especially in social circumstances. Example, the other day we were at a restaurant and we were bill sharing – and all I did was took out my iPhone, fired up the ANZ goMoney App and used the “pay to mobile” function transferring the dosh straight onto my friends account by punching his mobile number. The other bit, which a few of mobile banking apps have done is taking customers who use the App for the first time through a series of say tutorials or a guide of some sort that reassures you of the services and also leveraging the true potential of messaging that is relevant to the medium. In this example here, I’ve taken some screenshots from when I used the ANZ goMoney App.

ANZ goMoney App - Mobile Banking

ANZ's "About" screen from the goMoney banking App

Catering for Android too.

Don’t have an iPhone? A lot of banks are now moving towards having services available on phones running Google’s Android operating system too. The National Australia Bank (or NAB as we refer it to…) also caters for the non-iPhone audience and has a video demo’ing their service and how it works on an Android. I’m not an NAB customer but it does seem quite simple and user friendly to use. Commonwealth Bank also announced and has services for folks on Android.

Some banks such as Bank of America have and obviously gone all the way to catering to people on different mobile platforms or accessing the banking from different devices such as the iPad, iPhone, Blackberry.

With the onset of new technology just around the corner such as the ‘Near Field Communications’ or ‘NFC’ as the NFC term is quite being thrown around as a buzz word already. Think we’ll see a lot more of Augmented Reality, 3D and interactive experiences via mobile devices. Maybe we’ll be able to see money flying into our accounts!! I’d rather be positive and not say money flying out 😉

Here’s some of the useful links on mobile banking which we’ve discussed in this piece.

Commonwealth Bank Vision Piece Video

ANZ  goMoney Demo

NAB Android Demo

NAB iPad Demo

NAB Website with info on their mobile banking

 St.George Banking App – iPad Video

Bank of America mobile banking – Video

Happy banking on the go! Do let us know your thoughts and if there’s any other cool apps or mobile banking stuff out there that you’d like to share.

For those who would like to know more about NFC. This video is a lengthy one, but goes through it all from Google.



Tags: , , , , , , , , , , , , , , , , , ,

Android – Onwards & Upwards!

Android – Onwards & Upwards!

Google’s Android market share seems to be keeping up it’s upward pace in the latest figures released by comScore.

The share of people owning a smartphone in the U.S also moved up by 11 percent from the previous three month period to 76.8 million.

Google’s Android operating system used on popular devices such as the HTC, Samsung etc seems to be keeping up it’s upward pace as the top operating system with 38.1% of the US smartphone subscribers, up 5.1 percentage points. Apple also strengthened its #2 position with 26.6% of the smartphone market, up 1.4 percentage points. RIM [Blackberry] ranked 3rd in position with 24.7% share, followed by Microsoft (5.8%) and Palm (2.4%).

Android on the rise!

It’s been interesting to note that everyone compares Android Vs Apple the most whereas in actual fact the Android platform is being used and supported by multiple device manufacturers (HTC, Samsung, Motorola…) and Apple is only available on the devices from Apple – a.k.a the hugely popular iPhone & iPad.

The coming few months will be interesting as we see Nokia products with Microsoft’s Operating Systems and the Android’s getting smarter and the iPhone 5 is due for a release not that long from now!

Read the full story: CLICK HERE

DID YOU KNOW? There are now over 100 million Android devices activated around the world. This video was first shown at Google I/O 2011


Tags: , , , , , , ,

Smart mobiles and now SmartTV’s!

Smart mobiles and now SmartTV’s!

Are TV’s still going to be referred as the idiot box?

Yep we all know that Smart phones have taken on the world and now here’s another screen undergoing some real change in it’s character – the good ol ‘idiot box’ – the TV. Well, this statement might be redundant already as Smart TV’s are here and I remember not that long ago, I was researching online contemplating whether to buy a plasma or a LCD? And just last week when I visited one of my techy friends who has not only a good understanding of what’s good in the market but also has the smarts to identify and connect with smart products. At this place, I recently had an opportunity to play with a live fully connected ‘SmartTV’ from Samsung.

I was aware that just like mobile phones are a lot smarter, TV’s are going through it’s own metamorphosis – Plasma standard became High Definition & LCD TV’s were a lot more higher in their picture quality. Then came the LED TV’s and I was aware that all this time, the 3D’ability of TV’s was being worked on and so was the persuasion from a few brands to make the TV a lot more useful than just watching your traditional free to air or subscription channels such as your FOXTEL’s etc.Probably las year or so is when I saw the Sony TV with a built-in operating system and you were able to connect to the internet via Wi-Fi and if you were smart enough you could hook up say an X-Box Kinect and play online games. But a few weeks ago, I came across the SmartTV from Samsung and must say this is probably the first experience which I thought was quite seamless in terms of really leveraging the smarts through your TV, which no longer is average!

The Samsung Smart TV connects to the internet directly and you can use your iPhone or Android smartphone to control your TV and this is much more than just using your phone as a remote control – one of the cool features is that you can browse say for example, YouTube clips etc and pressing ‘Play’ on your mobile phone can play that clip on the TV instantly. And for those of us who actually use the TV as a screen to connect and watch content a.k.a movies, pictures etc via a hard cable – this I’m sure is a welcome relief as you can browse through your files and connect to all your content wirelessly. There’s been a few ways you could set this up before too but either you had to be a bit nerdy or needed to research, struggle and try and make it work or like a few would have to be using Apple TV, but I’ve heard that you not only need to connect with Apple products the device is not that greatly compatible with all file types. The best bit that I really liked in the little time that I spent was that seamless integration between the mobile and TV. There’s also apps available you could download and also the ability to easily connect to your social platform too i.e. Twitter, Facebook etc. And the app interface looks like we’ve started to use on the smart phones which makes it a tad easier to browse through.

Sure there’s a lot more brands who are going to be coming up with such smart and smarter TV’s but now think Samsung is surely a SmartTV. Our idiot Box is a lot more meaningful now!


Here’s a link to the Samsung Smart TV site

ps; I dont work for Samsung nor have I been paid to say this 😉


Tags: , , , , , , , , , , , ,

What are these funny looking codes? a.k.a QR codes…

mobiDdiction's URL QR code

Nope! not something you need to decipher. Just a QR code that you scan using your smartphone. You do need a reader app for it and there's lot of free one's available to try out.

Seen those funny square boxes – they look like barcodes but wonder what they’re doing these days on newspaper ads, outdoor billboards sometimes or sometimes even on a few grocery items…and if you’ve been to Japan you surely must’ve seen them – they’re everywhere and people seem to be so used to them. I must say I’ve started to see a lot more QR codes being used in Australia these days, I’ve spotted them on (more) wine bottles, in a restaurant as a menu for “chef’s special” for the day, at some events – and I’ve even spotted them in the last week on a bin which I posted on our Facebook page too.

Brands seem to be much more open to trying our QR codes these days – though I must say not sure how many people do understand what those codes are for and how to use them. Yes, smartphones have become smarter and smarter but that technology is outpacing the consumer uptake and speed and faster than the time behaviour adaption happens. In fact, these days, seems like the time you get used to something – things change and of course, we all have our different levels of comfort when it comes to technology. For example with the below example, I stood there by this shop ‘sportsgirl’ at one of the shopping centres and wanted to see do people really understand what to do, if so do they really try it or if they do have a smartphone do they scan with their camera or do they understand that you need an app or a QR code reader for your phone to actually decipher what those funny square barcode look like square box does…

I noticed that a lot of people stared at it, some blokes who were waiting outside the store either with their kids or just on the mobile having a chat after a bit of staring took out their mobile phone cameras and took at picture and were probably waiting for something to happen! Not sure, how many of them really got to experience what sportsgirl was trying to deliver here with this QR code campaign. With this Sportsgirl example, as far as my experience goes – the scan took you a page on a mobile site where you could choose to watch a video or some sort of product hype-reel and if not just move on to signing up to their database. It’s going to be interesting to see where QR codes end up really, and on the other hand I recently read that Kellog’s had some phenomenal success with some 40,000 reads through their QR code campaign. Catch the story here if you want to read more.

Sportsgirl QR code campaign - spotted in Sydney

Sportsgirl QR code campaign - spotted in Sydney

There’s a lot of other technology in this area and similar taking shape too such as Google’s Googles, camera’s that can scan, augmented reality stuff catching up really quickly too…will be interesting to see where the QR codes end up…don’t worry if you think all these seem like tech jargon – we’ll try and get some examples and explain what these really mean…

And for those who are wondering:

  • What is this QR (Quick Response) code really? here’s quick link on Wiki
  • How can I try one on my smartphone?…Simple, just go to the app store or Android Market and search ‘QR code scanner’ and there’s heaps of free ones you could try.

The next time you do spot a QR code, we hope by now you’re aware of it 😉

Happy scanning!


Tags: , , , , , , ,