Speaking Sensis

According to the Sensis® e-Business Report – one of Australia’s longest running and most respected digital media surveys – the mobile generation has arrived.

For years there’ve been promises. Now the proof is well and truly in the pudding. According to the 14th Sensis e-Business Report, Australians and their mobiles have really clicked.

Almost half of all 20 – 29 year old Australians have now accessed the mobile internet. And teenagers aren’t far behind them, with 47% of 14-17 year olds and 34% of 18 – 19 year olds also surfing the web from the comfort of their phones.

In fact, all up, over a quarter of all Australians over the age of 14 have now accessed the mobile internet.

But the size and growth of the mobile generation is only part of the story. The other exciting bit is how Australians are using the mobile internet.

Unlike their dot.com boom predecessors, today’s mobile generation know exactly what the internet is about. And they’re getting straight down to business – in a big way.

41% of mobile internet users are looking for information on products and services, making it the number one mobile activity. And number three, at 36%, is looking for suppliers of products or services.

According to Mark Shaw, GM of Sensis’ digital advertising business MediaSmart, “this interest in product and service information is well and truly hitting the mobile usage numbers. Usage of Yellow Pages® Mobile has almost tripled in just one year¹”.

But the mobile generation isn’t just searching. They’re buying as well. 25% have purchased a ringtone, 25% have undertaken mobile banking, 19% have made a credit card purchase, 12% have ordered goods and services, and 10% have bought or sold through an auction site.

Clearly, this is an audience with a penchant for buying. And that’s gotta bring a smile to any advertiser’s face.

Of course, people aren’t just using their mobiles for business. They’re getting social as well.

40% of the mobile generation have used their mobile to access a social networking site. 27% have read a blog (while 12% have written one) and 7% have used Twitter from their mobiles.

And, not surprisingly, the mobile generation is tech-savvy to boot; getting stuck right into the most cutting edge rich media and applications.

Like the 27% who’ve downloaded video, the 25% who’ve downloaded games, the 17% who’ve watched mobile TV and the 12% who’ve scanned a mobile or QR code.

It’s now beyond doubt. A new revolution has begun. And it’s all happening right there in your pocket.