SAP Study Shows Australians Want More Mobile
Consumers in Australia demanding more and better access to mobile services
Consumers in Australia are demanding more and better access to mobile services, according to the findings of recent research by SAP. Sixty-six percent of respondents would like to increase mobile transactions with banks, telcos, retailers and other businesses, ranking second highest among the mature markets* surveyed.
The research shows consumers are using their mobile phones for an increasing range of mobile commerce services, including researching products, responding to promotions, customer service inquiries and submitting meter readings to utility companies. The study also reveals important insights about what holds consumers back from using more mobile commerce and services.
Forty-seven percent of respondents in Australia said they now use their mobile phones for more activities than making calls and texting than they did 12 months ago. Deterrents to greater use of mobile devices for commerce in Australia include the hassle of entering a lot of personal information (42 percent) and security concerns (43 percent). Lack of Internet access was also a significant deterrent, with 38% of Australian respondents citing it as a barrier to access – more than any other mature market surveyed.
Thirty-six percent of Australians access the Internet at least once a day via their mobile device, well below the global average of 50%.
"Consumers are rapidly adopting a mobile-first approach to engaging with their preferred brands and service providers," says Selim Ahmed, head of Mobility for SAP Australia & New Zealand. "The results of this research suggest that consumers are hungry for more mobile services to meet their needs for convenience and personalisation. The data also validates that organisations must address privacy and security concerns to remain relevant. In Australia and New Zealand, we are seeing that businesses who are leading in mobile are building brand affinity, gaining market share and enabling new revenue streams."
The research shows that ease of use is a core principle that will accelerate overall user adoption in retail, telecommunications and banking industries.
- Retail is a key focus of mobile purchases with entertainment services (36 percent), music downloads (32 percent), books or e-books (29 percent) and attire (27 percent) all typical purchases
- Users are encouraged to buy goods using their mobile phone by lower cost services (30 percent), exclusive offers (18 percent) and coupons (15 percent)
- Free minutes, texts and Web use (26 percent), personalized services (11 percent) and lower cost services (22 percent) will encourage consumers to use their mobile to check usage data for their mobile account
- Thirty-six percent agree that their mobile payment activity will increase when they have more confidence in mobile security, with 27 percent requiring more confidence in how to use their mobile as a payment method
To learn more, download the full report here or explore the interactive data visualization website: http://sapmobileconsumertrends.com/. For more information, visit the SAP Newsroom.
Interviews were conducted with 587 adults aged 18+ who own a mobile phone (basic or smartphone). Respondents completed an online survey in March and April 2013. Research conducted by Loudhouse Consultancy, an independent research agency based in London.
*Mature markets: Japan, U.S., Germany, France, Australia, UK
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