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Smartphones connecting with Outdoor Advertising

Source: Roy Morgan Single Source (Australia), January 2013 – June 2013. Smartphone Owners n=5151, Non-Smartphone owners n=4861.

Australia’s 11.4 million smartphone owners (14+) sometimes do lift their heads. They are more likely to notice all forms of out-of-home advertising than those without a smartphone, the latest research from Roy Morgan shows. 

58% of smartphone owners have seen advertising in shopping centres in the last four weeks, compared with 50% of others.

Only 42% of people without a smartphone have noticed ads on the sides of buses—but 52% of smartphone owners have. Just 35% of non-smartphone owners have noticed a big billboard recently; it’s 46% of smartphone owners.

Smartphone Owners and Non-Smartphone Owners who have seen Outdoor Advertising

Source: Roy Morgan Single Source (Australia), January 2013 – June 2013.  Smartphone Owners n=5151, Non-Smartphone owners n=4861.

Michele Levine, CEO, Roy Morgan Research, says:

“It turns out smartphone owners aren’t just walking around with their heads down, peering at screens. Smartphone owners notice more outdoor advertising than others, suggesting that the integration of Outdoor and Digital in marketing campaigns could indeed provide a promising advantage for marketers. New ‘geo-tagging’ or location-specific targeted campaigns are examples of these.

“Outdoor advertising continues to grow, with some media companies thinking outside the box, with new innovations such as digital billboards that change with the weather.”

“On-train advertising is coming soon to Sydney, in line with Queensland Rail and Metro Trains Melbourne. This new site has the potential to reach over a million Sydneysiders per day.”

For comments or more information please contact:

Michele Levine, CEO
Telephone: +61 (3) 9224 5215

Please click on this link to the Roy Morgan Online Store

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About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate



25% or 75%

10% or 90%

5% or 95%