While smartphone penetration in Australia is high, many Aussies are still using their phones primarily as phones and don't necessarily use them to consume mobile content or buy stuff.
A new report from Forrester has found while nearly three-quarters of Australians have smartphones, more than half of them have not yet discovered their phones can be used to “get what they want in their immediate context and moment of need”.
Which means that if you're a brand with a shiny new app and website with whiz-bang content, more than half of your potential audience may not give a damn.
In fact, it found Australians tested lower on its mobile shift measurement system than consumers in the US, metro China, metro India and Indonesia.
The consultancy set up a metric to measure consumer behaviours with their mobile phones and how they were engaging with retailers and brands.
The numbers have been pulled from its Asia Pacific Consumer Technographics survey which tapped up 10,518 individuals 18 and older accorss the Asia Pacific region.
It found that a combined 59% of the Australian market was either “disconnected” or “unshifted” which means at best that 59% have discovered how to use their phones for email and texting.
Meanwhile 27% of the market was categorised as “transitional”, with this segment expecting some mobile services to be delivered , and an increased willingness to transact on mobile.
The most connected and switched on segment are the “shifted consumers”. About three-quarters of this segment use mobile apps daily and use their phones to access the internet.
While the shifted segment is only 13% of smartphone owners in Australia, they are the most affluent segment with household income exceeding $93,000.
Forrester said knowing which segment to target with a mobile push was vital to avoid wastage.
For example, Westpac will roll out new mobile apps to St George Bank customers before their broader base, because it knows St George customers are further along the mobile shift than the broader Westpac customer.
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