Original article by Roy Morgan Research
Market Research Update – Page: Online : 21-Dec-16

A Roy Morgan Single Source survey has found that 5.9 million Australian smartphone owners aged 14+ (37 per cent) agree that they would be interested in receiving ads on their mobile phone if it reduced their bill. The survey, which was carried out in the year to September 2016, also shows that 27 per cent of this potential mobile advertising audience is aged 14-24, while 26 per cent is aged 25-34. These are often the hardest audiences to reach (and engage) via traditional media advertising. Meanwhile, among smartphone owners who are receptive to mobile advertising, 56 per cent have not read a print newspaper in the last week and 44 per cent have not looked at a print catalogue; 31% have not even flipped through the latest issue of any magazine, and 24 per cent have not made a single trip to the cinema in the last year. On a normal weekday, 31 per cent do not listen to commercial radio and 14 per cent do not watch commercial TV.

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