New research says Aussies would literally be lost without our phones.
The number of Australians using a mobile phone to access online maps and directions has increased almost ten-fold in the last five years, new data from Roy Morgan Research shows.
In the year to June 2010, back when only around two million of us had a smartphone, 423,000 Australians 14+ (2.4%) looked up maps or directions online via mobile phone in an average four week period—but 4.35 million had used a computer for the purpose.
Today, around 12 million Australians have a smartphone and almost four million have used one to access maps or directions online. However, despite declining from a peak of over five million in the year to June 2012, more of us (over 4.5 million) still use a computer.
Lost without you: Australians using mobiles or computers to get maps
Tim Martin, general manager, media, Roy Morgan Research, says: “Accessing maps and getting directions is an online activity that is a natural fit for mobile phones. We have all noticed increasing numbers of people are walking the city streets holding their phones in one hand, whilst avoiding pedestrians, cars, trams and buses and keeping their eyes open for their destination.
“A few years back we used to print the maps, now we just follow the directions. However although the majority of us now has a smartphone, computers remain the more common tool for accessing maps or directions online, perhaps at work or at home on the weekends —although if the trend continues, this may well change in the next year.
“With multiple devices now available for us to perform the range of online activities, we innately begin to prioritise which device is used for what purpose and when.
“To maximise the uptake of digital products and services, businesses and advertisers with a cross-device presence will need to keep a close eye not only on their reach among online consumers, but on which devices consumers are currently (or will soon be) using for different activities.”
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]