Content Marketing Blog

Aussies ditch home phones in favour of mobiles

Cast your mind back to the last time you picked up a traditional home phone – is your memory a little sketchy? If the answer to this question is yes then you're not alone, as figures show that 19 per cent of the Australian population only used mobile phones at the end of last year.

This equates to around 3.3 million Australians over the age of 18, ACMA statistics reveal, which presents a larger audience than ever for marketers and advertisers.

Ignoring mobile is no longer an option for any company with a content strategy – after all, with almost a fifth of the population using a mobile phone, the figures speak for themselves.

ACMA believes that as technology becomes more affordable and networks are upgraded to support 4G services, people's demand for these services will only grow.

Consumers also have more control than ever over the type of package they sign up to, meaning they can stipulate how much they are willing to spend on their mobile services with greater ease.

Data shows that people between the ages of 25 and 34 are twice as likely as the rest of the population to be mobile-only users, while those over the age of 65 are least likely.

However, the amount of mobile-only users aged 65 and over is increasing, so this is a demographic that marketers can't afford to overlook with their content strategy.

Of those questioned by ACMA, 54 per cent had been online using their mobile phone, with the two most common reasons for doing so being looking for information and the use of email and messaging services.

As more people rely on their mobile devices as a means of searching for information, it is essential that website owners give them the opportunity to do this, whether it's through optimising existing content or creating a new mobile website.

Posted by Emma Furze

Castleford