Australians demanding more access to mobile services

Australians are increasingly looking for more opportunities to use their mobiles for more activities than just talking and texting, according to the latest research.

The study shows 47 per cent of Australians are using their mobile devices for things like banking, researching and buying products – an increase on the number that did 12 months ago.

The research by SAP, a leader in enterprise application software, shows that number can be even higher if it weren’t for the hassle of entering a lot of personal information (considered a deterrent by 42 per cent), security concerns (43 per cent) and lack of internet access (38 per cent).

Australia is actually lagging behind the rest of the world when comparing similar mature markets and their mobile habits.

There are 36 per cent of Australians who said they access the internet at least once a day on their mobile device.

Surprisingly this is well below the global average of 50 per cent despite Australian having a mobile phone penetration rate of more than 100 per cent.

“Consumers are rapidly adopting a mobile-first approach to engaging with their preferred brands and service providers,” says Selim Ahmed, head of Mobility for SAP Australia & New Zealand.

“The results of this research suggest that consumers are hungry for more mobile services to meet their needs for convenience and personalisation.

“The data also validates that organisations must address privacy and security concerns to remain relevant.

“In Australia and New Zealand, we are seeing that businesses who are leading in mobile are building brand affinity, gaining market share and enabling new revenue streams.”

The study shows ease of use is something that will increase user adoption in retail, banking and telecommunications.

On the banking side, 48 per cent of users use their mobile to pay a bill, 47 per cent make a bank transfer and 38 per cent to set up a new account.

In retail we use our mobile to purchase entertainment services (36 per cent), music (32 per cent), books or ebooks (29 per cent) and clothing (27 per cent).

Of the respondents interviewed, 36 per cent said they would use their mobile to make payments if they had more confidence in mobile security.

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