The findings are in a major new report from the AIMIA (Australian Interactive Media Industry Association), which has released the results of its 2012 Australian Mobile Phone Lifestyle Index (AMPLI). Each year the survey provides valuable independent information and identifies trends regarding the preferences of Australian mobile phone users. The sample size this year was 1,784 respondents.
This year’s report also looks at the impact of tablets on mobile phone use. The research was conducted for the AIMIA by Complete the Picture Consulting. Director Dr Marisa Maio Mackay says that the full story on the relationship between mobile phone and tablet use is still evolving. “We’re seeing phenomenal growth in tablets, but of course smartphone usage is still increasing.
“We’re now seeing that mobile phones and tablets are complementary devices. This is exciting news for developers and brands with cross platform ideas. When we asked people to predict how they expected to use their phones in future, there was not a huge difference between tablet owners and non-tablet owners,” said Dr Maio Mackay.
Each year the AMPLI report includes a special topic in addition to its core set of questions. This year’s topic was the ‘Impact of Tablets on Mobile Phone Use’. The survey found that 38% of respondents own a tablet, representing a substantial increase from last year’s figure of 16%, with an additional 33% of respondents planning to purchase a tablet within the next 12 months.
Apple iPads are clearly the most popular brand of tablet, owned by three quarters of tablet owners. Nearly half have 3G enabled tablets, and just under half WiFi only enabled tablets.
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The most frequent uses of the tablet are:
- To visit websites and browse or search the internet (75% of all tablet owners)
- To get information (70% of all tablet owners)
- For entertainment purposes (65% of all tablet owners)
- Sending and receiving emails (56% of all tablet owners).
The introduction of the tablet has had some effect on mobile phone use. Approximately one third of respondents who owned a tablet reported their use of the mobile phone for getting information, for entertainment and for browsing the Internet has decreased as a consequence of buying a tablet. But many other respondents (approximately 12-13%) are using their mobile phones more fro these purposes since acquiring their tablets.
This year’s report sees another increase in the percentage of respondents who own a smartphone – three quarters, up from two thirds last year. Of those who don’t own a smartphone, 40% plan to purchase one in the next 12 months. The results show a clear and steady increase in the popularity of Apple handsets over the last four years. Samsung and HTC phones have experienced much slower growth, while many of the other brands have been losing market share.
