Australian Mobile Phone Lifestyle Index
2nd Edition – Special Topic: The Impact of 3G

Sydney, 1 June 2006: The second annual mobile content research has been launched to provide insight into the profile, behaviour and preferences of the Australian mobile phone user.

This report presents the results of the second edition of the Australian Mobile Phone Lifestyle Index, a collaborative industry research project carried out during 2006 by:
• the Mobile Content Industry Development Group of the Australian Interactive Media Industry Association (AIMIA) www.aimia.com.au/mobile
• m.Net Corporation www.mnetcorporation.com
• Ideal Interfaces www.idealinterfaces.com.au

The findings provide valuable insights into the background, usage behaviour and preferences of Australian mobile phone users. This information is intended to better 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.

This research is the second survey of a longitudinal analysis of mobile content purchase behaviour, usage and preferences. The first survey was conducted in May 2005 and the report was delivered in August 2005. In the future, the project team will carry out the survey bi-annually. As this is the second survey, we were able to refine the 2005 questions to improve the quality of information collected. As well as the core questions, there are topical questions to the survey that will change with each future edition. The special topic of this survey was 3G. This report intends to gauge the market impact and understanding of the launch of 3G services by Optus, Telstra and Vodafone in the later part of 2005 and the continuing development of Hutchison’s 3G services.

CLICK HERE for your free copy of the report.

CLICK HERE to read the press release.

CLICK HERE to download the Executive Summary (PDF).

Acknowledgements

This is the second edition of the Australian Mobile Phone Lifestyle Index survey and we saw a marked increase in the interest and support because of the insight gained from the first survey and the media attention it gained.

The project team at AIMIA, m.Net Corporation and Ideal Interfaces would like to extend a warm thank you to the following parties for their support:

Survey coding and hosting
• I-NEX

Promoting and linking to the survey
• BlueSkyFrog.com
• Fairfax Digital
• Disney
• Hutchison 3G Australia
• HWW
• m.Net Corporation
• MultiMap
• ninemsn
• Optus
• Virgin Mobile
• Yahoo!

Banner ad creative
• Mass Media

Data analysis
• Ian Zajac
• Kieran O’Doherty

Report reviewers
• Jennifer Wilson, HWW
• Shane Williamson, Director Partner Strategy, m-swap
• Claudia Sagripanti, VentureOne
• Katy Gibson, Legion Interactive