There are plenty of statistics available about how smartphone and tablet ownership in Australia is continuing to rise.
But how do these devices impact the way that people are choosing to interact with content and advertising, and what trends exist in Australia around content consumed on smartphone, tablet and web?
The Yahoo!7 whitepaper ‘The Web and Mobile’ (June 2012) already showed that in the US and in other international markets, people use the device that matches the content they want to consume and vice versa.
A study by AIMIA confirms that this can now be said of the Australian market. While the digital landscape is still changing, what we see is smartphones and tablets complementing one another and serving different purposes for consumers.
Two recent qualitative studies conducted by research firms for Yahoo!7 confirm AIMIA’s findings and go further to demonstrate how, and in particular when, Australians engage with specific content on their smartphone, tablet and the web.
