Phone users prefer surfing to calling

Almost the last thing that Australians do with their smart phones is make calls, a survey by media agency Initiative suggests.  

The announcement:

Australia’s accelerating numbers of mobile smart’ phone owners are using their handsets to access data more frequently than using the telephone feature, according to new research from media agency Initiative. Included in the research is clear evidence that mobile data is being frequently accessed by all age groups and they are open to commercial messaging on their ‘phones under certain conditions.

“We are seeing a powerful, new media emerging,” said Chris O’Keefe, managing director of Initiative Sydney. “It is a very personal media platform, but the data reveals that people will download both free and paid programming and messaging onto their ‘phones based on need and relevance. It is the ultimate consumer-controlled environment and presents unique opportunities for marketers.”