Australians are embracing fashion shopping on their smartphones, buying three times more clothes via their phones than in 2010.

Fashion is now the top selling consumer good bought via smartphones in Australia, according to new research by Telstra.

The research by Nielsen for the Telstra Smartphone Index, which surveyed 2,004 Aussies, also revealed that more than one in two connected smartphone users browse the internet several time a day – on average three times every hour.

Adam Good (pictured), director of digital media and content at Telstra, told B&T: “What will continue to happen is businesses and media and anyone who’s had very strong web strategies is going to have to spend just as much time to make those online experiences just as compelling on smartphone and tablet screens.

“We are seeing a really big move from PC screens to people consuming content, shopping and watching entertainment on the small screen.

“If your business has not got a really strong mobile strategy, that might be a bit of a worry.”

He added that the findings in the research were not surprising, as the last year has seen developments such as the launch of the 4G network and lots of new tablets and smartphones being launched.

“We knew there would be strong growth in terms of smartphone penetration on last year,” said Good. “But we were really interested to see what behaviour is being generated – what people are doing. What’s become clear is that people are comfortable shopping and consuming lifestyle content on their smartphones now.

“’Surprising’ is not the right word, but it’s good to have all our assumptions confirmed.”

The smartphone research also found that Australia is one of the most connected countries in the world for smartphone use, behind China and South Korea but ahead of the US and UK.

Almost two in three (62%) mobile owners are connected smartphone users, up from 52% in 2012, 41% in 2011 and 32% in 2010.

Young connected smartphone users, aged 16 to 24, will spend the equivalent of one month in every year (29 days) on their phones.