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An estimated 13% of Australians (2.25 million) have participated in some type of online activity using their mobile phone in an average four week period, up from 8% in 2008, according to the latest Roy Morgan Research data.

Source: Roy Morgan Research, April 2007 — March 2008, n = 21,061; April 2009 — March 2010, n = 18,892.

The top 10 mobile phone internet activities participated in by Australians 14+ years old, in the 12 months to March 2010 are: Email (5%), Social networking (5%), General browsing/surfing (4%), Weather (3%), Instant Messaging (2%), Checked bank account balances (2%), Maps or directions (2%), Downloaded software (2%) and Conducted banking transactions online and Streamed video (both 1%).

12 month average of activity in the last 4 weeks Source: Roy Morgan Research, April 2009 — March 2010, n = 18,892.

In 2008 the top three activities participated in via mobiles in the last 4 weeks were email, general browsing/surfing, and instant messaging. The top ten also included downloading ringtones, sport, downloading games and paying bills online which are no longer in the top 10.

Andrew Braun, Roy Morgan Research Director of Mobile, Internet & Technology, says:

“The launch of the iPhone in Australia in July 2008 with its large touch screen and cost-effective internet data plans has contributed to the number of Australians now finding it easier to use their mobile phone to access the internet.  It will be interesting to see how this market evolves with the growing number of smartphones from all the major handset companies.”

Roy Morgan Research has recently released a profile report on People who have undertaken Internet Activities via Mobile Phone on our online store. This profile provides a broad understanding on people who have undertaken Internet Activities via Mobile Phone in terms of demographics, attitudes, activities and media usage.

Visit the Roy Morgan Online Store to access an extensive range of Media profiles, and website visitors including Twitter and Facebook.

For further details contact:

Andrew Braun — Roy Morgan Director of Mobile, Internet & Technology

Office: 03 9629 6888    Facsimile: 03 9224 5347

E-mail:  Andrew.Braun@roymorgan.com

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 almost 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
	40%-60%	25% or 75%	10% or 90%	5% or 95%
10,000	±1.0	±0.9	±0.6	±0.4
15,000	±0.8	±0.7	±0.5	±0.3
20,000	±0.7	±0.6	±0.4	±0.3
25,000	±0.6	±0.5	±0.4	±0.3

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