More than a quarter of Australian mobile users have now accessed the mobile internet, with older consumers engaging with mobile content as much as younger generations, according to new research from Sensis.
The 14th Sensis e-Business Report revealed almost half of all 20 to 29 year olds surveyed had accessed the mobile internet, with 47% of 14 to 17 year olds and 34% or 18 to 19 year olds also using their mobiles to interact with online content. Meanwhile the findings showed that people aged in their 30s and 40s are also going online on their mobiles, with about one third of Australian in their 30s, and a quarter of respondents in their 40s, saying they have used their mobiles for this purpose.
The report also found 25% of all respondents had purchased a ringtone, 25% had undertaken mobile banking and 12% had ordered goods and services.
Mark Shaw, general manager of Sensis’ digital advertising business MediaSmart, said the report is indicative of the power of online advertising.
“With 41% of mobile internet users looking for information on products and services and 36% looking for suppliers of products or services, advertisers can now use the mobile channel to reach potential customers in ways never seen before,” he said.
“Mobile advertising has well and truly cemented itself as a cost-effective and accountable advertising medium and these figures confirm why - the audience is there and they’re quite an active bunch!
