A recent study from Unisys found that 7% of 1200 surveyed Australians currently used their mobiles for web transactions.

The study was part of a global study of over 13,000 participants across 14 countries.   59% said they would not trust their mobile devices to provide a secure transaction

Online transactions using mobiles are gradually overcoming concerns about security in much the same way consumers exercised caution before embracing web based transactions.

In terms of countries, Germany at 21% had the most confidence in mobile transactions, whilst France at 12 % were least trusting of transactions conducted from their phones.

Australian banks have been gradually adding mobile accessibility to their services with ANZ offering a complete mobile banking website, and National Australia Bank recently rolling out a SMS banking service.

I believe last week’s Iphone launch will be a catalyst to accessing the web from mobiles, due it’s usability and data plans.

A report by emarketer predicts that Australia will take top spot amongst industrialised nations growing from 63% in 2008 to over 76% by 2012.

Note: that’s top spot for %, not for speed !

Also reported are these figures from Nielsen which highlight preferred online activities.

Fleishman-Hillard Inc. and Harris Interactive have published an excellent white paper which examines how the internet influences the modern consumer.

The study is titled  “Digital Life Index Study”  and highlights how the internet influences shopping behaviours, making particular comparisons between the UK, Germany and France.

4 key insights of the study were:-

Digital Influence:

The Internet is by far the most important medium in the lives of European consumers — but companies are underinvesting in that influence.

Behavioural Framework: Consumer use of the Internet falls into five distinct classes of behaviours.

Research, Communication, Commerce are the 3 more established behaviours.
In the expanding web 2.0 environment Consumer Generated Content is rapidly rising in importance.
The 5th behaviour is consuming Internet content on Mobile devices.
Smart marketers will clearly understand the mix of behaviours that is most critical to their business — and formulate integrated campaigns to address that mix.

Consumers use the Internet in different ways to make different decisions.

The differences are driven by the impact of the decision on their lives and the range of available choices. e.g. Buying commoditised items like airline tickets are made with less consultation with online consumers than choices that have higher personal impact such as healthcare, or major electronic purchases.

Consumers see the clear benefits of the Internet to their lives, but they still have strong concerns that need to be addressed.

Clearly consumers recognise the value of the internet as a medium, but are also voicing concerns over internet safety.

Internet advertising revenues in the US hit $5.8 billion for the first quarter of 2008 reflecting a 18.2 % increase on the same period in 2007.

Source: PwC/IAB Internet Advertising Revenue Report (www.iab.net)

“We continue to experience significant growth and vitality in interactive marketing, media and advertising,” said Randall Rothenberg, president and CEO of the IAB. “We expect growth to continue, as consumers spend more and more time online, and marketers find more – and more innovative – ways to reach them through digital media.”

The growth of advertising networks and recognition of better ROI metrics associated with the online channel, are no doubt fuelling this rise in digital spend.

The challenge for both brands and advertising agencies is to make sure this investment is used to develop engaging experiences.

Welcome to our new look blog design. You may have noticed that we have also renamed our Juice Blog in line with our tag line which is “Digital Possibilities”.

We have lots of talented people at Bullseye and we will be endevouring to publish blog posts relating to each of our 4 service lines.

- Digital Strategy
- Digital Experience Design
- Technology and Development
- Digital Marketing

We hope you enjoy the information and I would encourage you to subscribe to the blog either directly on the home page, or by adding this RSS feed to you preferred RSS reader.

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If you have any questions relating to this blog or have a suggested topic you would like covered, either comment against this post, or email Ian Farmer.

From Adnews

SYDNEY: Australia’s largest supplier of commercial sanitary ware and bathroom products, Caroma, has awarded its digital creative and media account to Sydney digital agency SydneyWeb, after dropping Hyro from its roster.

SydneyWeb, now part of the Bullseye group, was handed the full Caroma account two weeks ago, with initial work including the redevelopment of at least 14 product and brand websites to be rolled out over the next 12 months as well as digital brand strategy, creative and media for all of Caroma’s product ranges.

Joshua Mammoliti, marketing communications manager at Caroma, said the company awarded SydneyWeb the account after an initial trial period, which also included digital group Hyro. “We had initially tried out both Hyro and SydneyWeb and, at the end of a few months, it was very clear who was the winner, with first-class work and customer service,” said Mammoliti.

Caroma is believed to have spent upwards of $5 million on marketing activity last year, primarily on offline media including TV and trade and consumer magazines. Its digital account is expected to account for 10% to 20% of the brand’s overall spend in the year ahead.

Caroma, an Australian based company, has an estimated 75% share of the local commercial sanitary ware and bathroom products market.

SydneyWeb managing director Michael Doyle said the win against Hyro reaffirmed the quality of the agency’s work. SydneyWeb’s existing clients include The University of NSW, Genworth Financial, Startrack Express and Australand.