Increased NZ smartphone use set to boost business
Wed, 25 Apr 2012 4:30a.m.
New Zealanders are leading the charge into the world of mobile business through increasing smartphone use, according to the latest global Mobile Life survey by consultancy firm TNS.
The survey, which researched mobile use across 58 countries, found the average Kiwi now owns five technology devices – and a lot of them are smartphones.
Almost half of those surveyed in the 31-40 age bracket now own a smartphone, and the 22-30 age group isn't far behind.
We’re also prepared to spend a little more for increased functionality, TNS New Zealand director David Thomas says, with New Zealanders “becoming more willing to spend more [on their newest device], highlighting that people desire more utility”.
Location-based services (LBS) – which include mapping and direction apps, advertising about nearby products, and apps which let you search for the nearest ATM or dairy – are set to be the biggest growth area over the next year, the survey shows.
Only 7 percent of Kiwis currently use LBS on their phone, and most of this is for navigation; however, an additional 20 percent are interested in increasing their LBS usage.
Mr Thomas says the hospitality and tourism sectors could be the first to benefit as LBS “come of age” and they gain the ability to directly target consumers who are near their location.
“People are realising that sharing their location often offers some kind of reward in terms of a discount or deal,” he says.
“Directing people towards a deal when they can easily redeem it… unlocks a powerful tool for marketers.”
Mobile banking technology was especially popular, with 28 percent of Kiwis using mobile banking – double the global average. On top of this, 39 percent more are interested in using mobile banking.
For more results and to compare New Zealand’s mobile phone usage to other countries, visit the website.
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