Australia has one of the highest penetrations of smartphones and tablets in the world at 81% and 50%+ respectively according to the Deloitte: Australian Media Use and Preferences August 2014, that's higher than our cousins in the US, Canada and even just across the gap in New Zealand. This is also backed up by the Australian Communications and Media Authority (ACMA): Tablets, Love at first swipe research.
When the iPhone was originally launched, the Australian Trade Practices Act deemed it uncompetitive to launch on only one carrier and as a result of a multi-carrier launch we have an exceptionally heavy dominance of iPhones. This device ubiquity is a significant opportunity for marketers to capitalise on and unique amongst global markets.
So, if the average Australian is no more than arms reach from their mobile phone for more than 14 hours per day, why is it that less than 5% of all advertising dollars is being spent in this channel, when the IAB in the UK report this figure to be 13.4% in 2014 and forecast to be over 20% this year?
One of the often-cited reasons for the low mobile ad spend is the lack of understanding of what is possible. This is accentuated by an over-reliance on media agencies that have their legacy in above the line channels such as print, TV and outdoor media (and who may also not fully understand the capability of this new and exciting digital channel or have the resources to invest in in-house mobile expert)
If you are about to embark on your mobile journey, have a plan of where you think you are going and keep it simple. In the initial stages try to understand the fundamentals - android v iOS, tablet v smartphone, in-app v mobile web – what is the difference in performance of these channels with your audience and how can these insights help you to refine your plan for the next stage of mobile evolution.
Tag your pages, goals and paths to garner as many useful insights as you can. Be realistic about where you are and constantly be scanning for new opportunities that arise in this ever-evolving mobile space.
By Rob Marston
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