Who accesses the internet from mobile devices?
The Deloitte Mobile Consumer Survey 2015 (PDF, 2.5MB) reports that almost 80% of Australian mobile phone users own an internet-enabled smartphone - not counting other internet-enabled devices such as tablets and laptops.
People most often use smartphones and tablets for emailing, searching the internet and participating in social networking, on average checking their smartphone more than 30 times a day.
Online shopping via mobile devices
According to the 2016 Australian Nielsen Connected Consumers Report, the traditional PC is still the dominant device used for online shopping. However, it is being steadily replaced by internet-enabled smartphones.
Smartphones are used in all stages of shopping; consumers use them to research products before purchasing in a store, to run price comparisons in-store or to purchase online after visiting the store.
Opportunities exist for businesses who can offer an online sales process optimised for mobile devices.
Customers who use mobile devices
Australians aged 18-34 are the most digitally connected mobile users, checking their smartphones on average 56 times a day, most of them also checking their social networking apps immediately on waking.
Men are more likely to use smartphones than women. Smartphones are more common in metropolitan areas where mobile internet and phone coverage is more consistent. Use of smartphones is growing fast across all age groups.