Australians keen to purchase new internet-enabled gadgets : Nielsen

Interest in internet-capable devices are rising rapidly in Australia, and the intention to purchase is just as high, Nielsen reports.

The study found that 24 per cent of Australian internet users considering purchasing a tablet computer in the next 12 months, and 22 per cent said they might purchase a multimedia device other than a mobile phone, such as an iPod Touch or PSP. 28 per cent of the respondents said they were considering purchasing a Smartphone.

Over a third of Australians were found to have accessed the Internet via their mobile phone in the past 30 days and 13 per cent accessed the Internet via a handheld media device other than a mobile. In the coming 12 months, more than half of online Australians (51 per cent) were likely to access the internet via their mobile phone and as many as 30 per cent indicated they may access the internet via a handheld device other than a mobile.

Australians were also found to increasingly watch videos online via traditional computers and handheld multimedia devices. More than three quarters of online Australians (77 per cent) watched video content on their computer at least once in the past 30 days and a further 26 per cent watched video on their mobile phones. Just under one third (31 per cent) watched video on a handheld multimedia device in the past 30 days.

Australians also appear to be open to adopting new mobile functionality and technologies. Texting remains the number one activity undertaken on mobile phones in Australia, and 22 per cent have sent an email via their mobile phone, 17 per cent have downloaded an application to their mobile and six per cent have made a purchase, sale or payment on their mobile phones.

A further 55 per cent of online Australians say they would consider using their mobile phone to make purchases in shops and restaurants in the same way they would use cash or a credit card.

“Australians’ love of technology, particularly anything to do with online connectivity, is insatiable, the more the capabilities expand, the more we want,” observes Matt Bruce, managing director of Nielsen’s online business in Australia.

“With such a rapid take-up of new technology in Australia, there are more opportunities than ever for marketers and media companies to reach out to consumers – whether it be via mobile, video or traditional Internet – the challenge lies in crafting meaningful, well-timed messages to achieve cut-through in a landscape where there are an increasing number of voices all vying for consumers’ attention.”