Mobile internet usage has almost doubled in the past year, with Australians turning to their phones to access the internet even when a computer is available.
More than four in 10 Australians now access the internet through their phones, according to the 15th annual Sensis e-business report.
It found that while younger Australians still have greater consumption patterns, half of Australians up to the age of 49 are now using mobile web.
Managing director of Senis's ad network, MediaSmart, Mark Shaw said: “We are seeing advertisers such as premium wine brand Pepperjack, IBM, Visa and Commonwealth Bank achieving strong results with mobile campaigns aimed at key markets with high disposable incomes."
Shaw said that mobile had transformed beyond a purely transit medium: “Australians have not only taken to mobile internet, they are using it at home or at work, where they are likely to have access to a computer."
The report shows Australians are most commonly accessing mobile web at work or at home, both 42%, followed by 30% when they are in transit and 10% when they are out and about.
Australians are also using more applications - the most popular activity is looking for maps and directions at 67%, looking for weather information at 64%, browsing new sites at 59%, while 56% were looking for products and services and 56% were using a social networking site.
In terms of usage, 14 to 17-year-olds were the most active users at 67%, while the next highest penetration is among 18-19-year-olds at 66% and those in their 20s at 60%.
Results were based on interviews with 1,000 consumers across the country.
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