Wednesday, December 18th, 2013 - Roy Morgan Research

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.”

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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