Smartphone Usage Continues to Surge

Natasha Sholl By Natasha Sholl | 06 Apr 2018

The latest numbers are in and Aussies over the age of 18 are accessing online content via their smartphones more than ever before.

The figures reveal what those in e-commerce already know to be true: smartphone usage is up and its growth is only set to continue. Research by Nielsen shows that while smartphone and tablet devices have both seen growth compared to this time last year, smartphone audiences are higher than all other devices, including desktop.

Aussies (18 years and over) spent 51 hours and 10 minutes accessing online content via their phones in February 2018 compared to desktop at 24 hours and 33 minutes. This is a 12 percent growth year-on-year for smartphones and a 19 percent drop in usage for desktop. Tablet devices were up 10 percent year-on-year at 32 hours and 43 minutes for the month of February.

Nielson Smartphone Graph

While the figures are in relation to online content rather than e-commerce activity, the increase in smartphone penetration and usage should be a vital element in relation to retailers’ omnichannel strategies. We know mobile users shop on the go, whenever and wherever the need strikes. We know the relationship between content and e-commerce. We know the connection between a seamless mobile user experience and conversions.

Australia continues to be one of the leading smartphone markets globally, with penetration at 83 percent in 2016 and forecast to increase to 89 percent in 2019, according to Zenith.

The opportunities for brands and retailers to connect with their consumers are limitless, but leveraging this increase in mobile and tablet usage is essential.

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