New research by Adobe suggests that Australian and New Zealand marketers are lagging behind their global counterparts, with only 15 per cent in the study believing that local marketers are doing a good job.
Adobe’s Mobile Marketing research was launched this week at MWC Barcelona 2019, where it was revealed that 40 per cent of ANZ residents think very few of the number of product/service offers they receive are right for them — a marked increase from the global average of 33 per cent.
The report also showed that ANZ 90 per cent of ANZ consumer prefer to see or touch a product before they buy it, despite two-thirds of ANZ residents saying that they do all retail activities they want to on a mobile device.
Among Millennials and women, that number is even higher, with seven in ten saying that they do all activities they want on a mobile device.
Gen X’ers were found to be the demographic most connected to their phone, with 18 per cent of ANZ respondents saying that they couldn’t live without their phone, as opposed to 15 per cent of Millennials, 11 per cent of Gen Z, and 6 per cent of baby boomers.
A leading 18 per cent of baby boomers said that they wouldn’t care if they lost their phone, but most professed at least a small degree of dependence, with 46 per cent saying that it would be a minor inconvenience.
The study explored what respondents were using their mobile devices for, and found that in the last 1-2 years, ANZ residents had begun banking (43 per cent), scanning documents (43 per cent) and checking traffic/navigating (42 per cent).
Most commonly, ANZ residents continue to use their smartphones to send a text (69 per cent), make a voice call (53 per cent), check or post to social media (49 per cent), listen to a podcast (35 per cent) or compose an email message (34 per cent).