An Australian-based mobile services company m.Net Corporation has been appointed for the fourth year in a row to track the changing habits of Australian mobile phone users along with Australian Interactive Media Industry Association (AIMIA).
The research, dubbed The Australian Mobile Lifestyle Index, will be more valuable this year as the results will be compared with those of the three previous years making for more conclusive evidence, says the research team.
“This is the only recognised independent longitudinal study of mobile phone behaviour in Australia,” said m.Net’s director of research, Dr Marisa Maio Mackay.
“Without pre-empting the study, we’ll be expecting to reveal some important trends that can be used by mobile marketers and content developers to develop their strategies and forecasts.
“Are people going beyond voice and text to use more multimedia applications? What type of content and information are they accessing from their phones? How is mobile phone usage changing over time? These are the sorts of questions the industry asks.”
m.Net Chief Marketing Officer Scott Johnson said that all companies either involved in or considering entering the market for mobile content and services needed independent data.
“Historically the telcos themselves have owned their customers and kept information close to their chests,” he said.
“AIMIA is the peak industry body in the area of digital content and is to be commended for commissioning a study that will be freely available to its members.”
The Australian Mobile Phone Lifestyle Index is the only Australia-wide public survey of the local mobile phone and mobile content industry, according to the companies involved. The study is available to AIMIA members and partners of m.Net.
The research is designed to inform mobile application developers, content aggregators, content owners, mobile telecommunication companies, handset manufacturers, analysts and other industry partners about the current Australian mobile content market.
