Consumers in Australia demanding more and better access to mobile services
Sydney, Australia — Consumers in Australia are demanding more and better access to mobile services, according to the findings of recent research by SAP. Sixty-six percent of respondents would like to increase mobile transactions with banks, telcos, retailers and other businesses, ranking second highest among the mature markets* surveyed.
The research shows consumers are using their mobile phones for an increasing range of mobile commerce services, including researching products, responding to promotions, customer service inquiries and submitting meter readings to utility companies. The study also reveals important insights about what holds consumers back from using more mobile commerce and services.
Forty-seven percent of respondents in Australia said they now use their mobile phones for more activities than making calls and texting than they did 12 months ago. Deterrents to greater use of mobile devices for commerce in Australia include the hassle of entering a lot of personal information (42 percent) and security concerns (43 percent). Lack of Internet access was also a significant deterrent, with 38% of Australian respondents citing it as a barrier to access – more than any other mature market surveyed.
Thirty-six percent of Australians access the Internet at least once a day via their mobile device, well below the global average of 50%.
“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 research shows that ease of use is a core principle that will accelerate overall user adoption in retail, telecommunications and banking industries.
- Excluding voice calls, half of mobile owners turn to their mobile devices to pay a bill (48 percent), make a bank transfer (47 percent) and set up a new account (38 percent)
- Providing services that are lower cost (21 percent) and personalised (12 percent) will encourage mobile owners in Australia to begin making or make more bank transfers through their mobile phone
- To learn more, see: “Newsbyte: SAP Research Shows Mobile Consumers Demand Mobile Banking 2.0 as They Embrace More Complex Transactions”
- Retail is a key focus of mobile purchases with entertainment services (36 percent), music downloads (32 percent), books or e-books (29 percent) and attire (27 percent) all typical purchases
- Users are encouraged to buy goods using their mobile phone by lower cost services (30 percent), exclusive offers (18 percent) and coupons (15 percent)
- Free minutes, texts and Web use (26 percent), personalized services (11 percent) and lower cost services (22 percent) will encourage consumers to use their mobile to check usage data for their mobile account
- Thirty-six percent agree that their mobile payment activity will increase when they have more confidence in mobile security, with 27 percent requiring more confidence in how to use their mobile as a payment method
Interviews were conducted with 587 adults aged 18+ who own a mobile phone (basic or smartphone). Respondents completed an online survey in March and April 2013. Research conducted by Loudhouse Consultancy, an independent research agency based in London.
*Mature markets: Japan, U.S., Germany, France, Australia, UK
As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 248,500 customers to operate profitably, adapt continuously, and grow sustainably. For more information, visit www.sap.com.
Any statements contained in this document that are not historical facts are forward-looking statements as defined in the U.S. Private Securities Litigation Reform Act of 1995. Words such as “anticipate,” “believe,” “estimate,” “expect,” “forecast,” “intend,” “may,” “plan,” “project,” “predict,” “should” and “will” and similar expressions as they relate to SAP are intended to identify such forward-looking statements. SAP undertakes no obligation to publicly update or revise any forward-looking statements. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. The factors that could affect SAP’s future financial results are discussed more fully in SAP’s filings with the U.S. Securities and Exchange Commission (“SEC”), including SAP’s most recent Annual Report on Form 20-F filed with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates.
2013 SAP AG. All rights reserved.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Please see http://www.sap.com/corporate-en/legal/copyright/index.epx#trademark for additional trademark information and notices.
Note to editors:
To preview and download broadcast-standard stock footage and press photos digitally, please visit www.sap.com/photos. On this platform, you can find high resolution material for your media channels. To view video stories on diverse topics, visit www.sap-tv.com. From this site, you can embed videos into your own Web pages, share video via email links, and subscribe to RSS feeds from SAP TV.
Follow SAP on Twitter at @sapanz.
For more information, press only:
Perry Manross, +61 478 303 232; firstname.lastname@example.org