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Aussies prefer digital finance

News, 08 October 2015
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SYDNEY: More than three quarters of Australians access financial services from their smartphone or tablet every month, making the country a key target market for fin-tech disruption.

Mobile online transactions are also soaring, as every month around 9m Australians are using e-commerce portals or shopping sites on their smartphone and 5m on their tablet, according to data from the Mobile Ratings Report from digital trade body IAB Australia and market research firm Nielsen.

Australia ranks fourth globally for the highest number of non-cash payments per person and top in Asia-Pacific, a recent report by consultancy Capgemini and bank RBS said. On average, Australians do more than 300 non-cash transactions each year.

And the number of non-cash payments in Australia is growing at around 7% every year, spurred by 'contactless' payments by card and phone for small purchase amounts.

In fact, research by Paypal claims that a quarter of Australians now refuse to shop at cash-only businesses, with more than half saying they find cash-only outlets inconvenient in a tap-and-go world.

Australians are also using their mobiles to search for financial information, with Commonwealth Bank, Paypal and Telstra ranked among the most visited sites from smartphones.

The IAB/Nielsen survey found that 12.5m Australians accessed the internet from smartphones and 7.4m via tablets. As of mid 2015, Australians spend just over 33 hours per person per month spent browsing or using apps.

According to the IAB PWC Online Advertising Expenditure Report issued in May 2015, close to one-third of all display digital advertising dollars in Australia was spent on mobile advertising in the March quarter of 2015.

Data sourced from IAB Australia, Sydney Morning Herald; additional content by Warc staff

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