Mel Silva, Industry Leader, Financial Services, Google Australia & New Zealand opened the CeBIT 2012 Mobile conference with her Keynote Insights Presentation: Keeping Pace in an Evolving Digital World.
Silva told us that mobile has already embedded itself in every aspect of our lives, enhancing and expanding communication possibilities. She proceeded to share the latest data on adoption, mobile innovation and future mobile potential.
We are right at the heart of the mobile revolution, it isn’t happening, it’s already happened. However research shows that only 10% of Google’s advertisers have a mobile site and 1% of Australian ad spend is spent on mobile.
Smartphones have transformed consmer behaviour and they inform our daily life. They are mainstream. 52% penetration as of Q1 2012, up from 37% in Q 2011.
1 billion people will be using mobile data as their primary internet access point in 2012 across the world as the cost of data has dropped enough to be cheaper than internet cafes etc.
App usage is ubiquitous. 27 apps installed on average, 10 apps used in last 30 days, 7 paid apps on average.
Smartphones are used while multi-tasking with other media. 11% read a book, 46% listen to music, 48% watch TV, 29% watch movies, 16% play video games, 18% read newspapers and magazines.
Smartphones help users navigate the world around them. 86% of people have looked for local information on their phone and 88% have taken action such as visiting the business, told others about it or making a purchase.
About 20% of people are changing their mind about buying a product/service while they’re in a store because they found a cheaper place to buy it online. 28% of people have purchased something on their phone.
She then highlighted examples of great mobile executions:
- Woolworths Virtual Store – Channel 7 news youtube.
- Commbank property app – augmented reality app
- Hotels.com extreme booking