1. Andrew Braun presented on mobile commerce trends based on research from Roy Morgan Research. 2. He found that while mobile commerce is increasing, spending on mobile phone services is declining even as smartphones use more data. 3. iPhone users spend more and engage in mobile commerce more than Samsung smartphone users, and age impacts mobile commerce uptake and spending more than sex.

1. Introduction
• Andrew Braun
• Roy Morgan Research
• We research the digital intentions, behaviours and attitudes of consumers
and businesses; with a focus on online retail, digital media and
advertising, social communities and banking & finance
• We work with many of Australia’s largest media
companies, Telecommunication companies, Banking companies and Retail
companies.
#ATUW

2. “Mobile Phone Commerce”
Panellists:
Andrew Braun, Industry Director – Mobile, Internet & Technology
Key Takeaways:
1. Mobile commerce is on the rise.
2. Expenditure on mobile phone services is declining even with the advent of Smartphones using more
data services.
3. iPhone users spend and do more mobile commerce than Samsung smartphone users
4. Age impacts spend and mobile commerce uptake, but sex does not
5. The network the smartphone owner is on influences spend and mobile commerce update
#ATUW

3. In the last 4 weeks…
50%
51%
Downloaded an App
47%
44%
% of Smartphone users 14+
40%
20%
Conducted banking transactions
17%
15% 14%
13%
14% (Online shoppers)
10% Researched a product / service to buy 9%
8% 9%
6%
Paid bills 7% Paid for something
6% – credit card/paypal
7%
5% 6%
4% Used QR code reader
3%
3%
1%
0%
#ATUW
Source: Roy Morgan Single Source December 2010 – June 2012

4. Over time…
$90
$84
$80
Mean Monthly Expenditure ($)
$70 Smartphone users 14+
$70
$62
$60
$50
$43
$40
$37
$34
Non-Smartphone users 14+
$30
$20
$10
$0
#ATUW
Source: Roy Morgan Single Source December 2010 – June 2012

5. Smartphone Owners
$49
$64
$60.59 Mean $63
Monthly $65
$62.50 $63
Expenditure ($) $38
2%
2%
8% Paid for 7%
something via Aged 65+
12%
Women 7% 8% Aged 50-64
credit card/
0% Aged 35-49
Men pay pal
Aged 25-34
0% Aged 18-24
8% Researched a 4%
8% Aged 14-17
product 13%
11% /service to but 13%
4%
29%
50% 36%
Downloaded 46%
51% an App 59%
58%
65%
#ATUW
Source: Roy Morgan Single Source July 2011 - June 2012

6. Smartphone Owners
Mean $57.87
$65.04
Monthly $71.67
$67.13 Expenditure ($) $55.66
Paid for 8%
5% something via 7%
11% credit card/ Vodafone
10%
Samsung pay pal
Telstra
iPhone Optus
Researched a 10%
7%
product 8%
14% /service to but 7%
53% 55%
Downloaded 45%
64% an App 53%
#ATUW
Source: Roy Morgan Single Source July 2011 - June 2012

7. Key Takeaways
1. Mobile commerce is on the rise.
2. Expenditure on mobile phone services is declining even
with the advent of Smartphones using more data services.
3. Age impacts spend and mobile commerce uptake, but sex
does not.
4. iPhone users spend and do more mobile commerce than
Samsung smartphone users.
5. The network the smartphone owner is on influences spend
and mobile commerce update.
Andrew Braun
Industry Director – Mobile, Internet & Technology #ATUW