Australia the land of mobile opportunity
Despite having one of the highest rates of smartphone use in the world, Australia has one of the lowest ad spends per smartphone in the developed world, M&C Saatchi worldwide chairman Tom Dery has told an audience of marketers and brand managers in Sydney.
Speaking at Australia’s first ‘Mobile Masterclass’ today, Dery was joined by Chris Steedman, M&C Saatchi Mobile APAC MD and Facebook Australia’s Stephen Carroll.
Using data, from eMarketer and Google/Ipsos, M&C Saatchi Mobile, showed adspend per Australian smartphone user is less than one-third of the level it has reached in the US and the UK, despite a greater smartphone penetration here than those two markets.
“This strongly suggests there exist some very large, yet-to-be tapped opportunities for Australian businesses to leverage their brands via mobile and social media,” Dery said.
M&C Saatchi social strategy director Tip Gloria told the audience social truly went mobile last year.
“It was actually December 2012 when social became Australia’s number 1 mobile activity – when mobile access for social sites exceeded desktop access,” Gloria said.
A key action is keeping across all the rampant developments in the mobile space.
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