Telstra has revealed the addition of almost one million new mobile services in the six months to December 2011, but Sensis revenues plummeted 24 percent in 12 months.
Interestingly, the growth trend in mobile Internet
traffic, as reported by the AIMIA, is certainly reflected in iTWire’s
own mobile service - m.itwire.com – with an average of 100,000
visitors accessing our mobile site every month, and growing steadily.
(Note: iTWire’s mobile service is accessible only from your mobile
phone or other mobile device.)
The AIMIA says the iPhone continued to have a
“dramatic effect” in increasing mobile website browsing in Australia
and it partially attributes some of the growth in the full six month
period of the survey to seasonal purchases and the accompanying effect
of consumers “playing with their new toys.”
The report shows that much of the Australian consumers’ movement to
mobile browing is due to their appetite for breaking news and sport in
particular, and also strengthens the migration, “albeit slowly”, of
advertising dollars to mobile channels.
The AIMIA says there been a growing expansion of brands using the
mobile medium to run advertising campaigns, with a number of brands
continuing to record “encouraging engagement figures with their
audience via this medium.”
The report was compiled from information on Australian mobile traffic
supplied by 3, News Digital Media, Sensis, Yahoo!7, Bigpond, ninemsn
and Amethon.
David Bass
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