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Sixty-seven per cent felt that they should be informed if a location service was collecting information about them.[iv] Other agencies have also identified potential concerns for consumers who are downloading and using apps: Given the symbiotic relationship between smartphones and apps, growth in the smartphone market naturally leads to growth in the app market.During 2012–13, smartphone ownership in Australia increased by 29 per cent to 11.2 million.[vii] This reflects the worldwide growth in smartphone ownership.However, 18 per cent of SMEs have developed a mobile-optimised website to assist people who are using small-screen devices, such as mobile phones and tablets, to access their website.Only two per cent of SMEs have produced both an app and a mobile-optimised website.[xxviii] A large proportion of Australian mobile phone owners are downloading apps, relative to those in other countries (Figure 7).The most common benefit—reported by 53 per cent of apps users—was the ease with which they could use online services via their mobile phone, such as online banking and shopping.

The majority of app users (72 per cent) either download an app once a month or less than once a month.

In particular, apps areas are being used to deliver content that, until recently, has been delivered through traditional means, such as linear (scheduled and non-interactive) TV viewing, fixed-line and mobile telephony or SMS.

Table 5 presents some related examples and the potential threats these pose to traditional content and voice revenues.

Although game apps are the most popular download, 19 per cent of app users downloaded apps from two different categories.

The most popular combination was games and social networking apps.

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