Summary of findings:
- Smartphone penetration continues with half of the Australian population (12 million) currently using a smartphone – by 2015, it is expected that over three-quarters of the Australian population will be using a smartphone
- Mobile internet usage is just as common while out and about as while relaxing at home with 68% of Fairfax Metro’s mobile audience using the internet on their mobile at home, and 60% while commuting on public transport
- Dual screening while using mobile internet is the norm with just under 40% of Fairfax Metro’s smartphone audience use the internet on their phone while watching TV every day
- News & weather still dominates as the most viewed content on a smartphone with at least 80% of Fairfax Metro’s mobile audience accessing news content on their mobile (81% female; 92% males)
- The Fairfax Metro smartphone audience actively engage their mobile device in the path to purchase
