Australian internet users logged on for 21 hours a week

The internet has surged ahead in its dominance of consumers’ media activities, with Australians increasing their time online by a record-breaking four hours a week last year.Users now average 21 hours and 42 minutes a week online, up from 17 hours and 36 minutes in 2009, according to the Nielsen Australian Online Consumer Report, which noted consumers hadn’t sacrificed their time with traditional media to accommodate the online surge.To read this report in The Australian in full, see: see:Nielsen’s state of the online market: Evolution or Revolution? The online landscape is at a turning point as another dimension is gaining momentum… according to the Nielsen Australian Online Consumer Report [news release]
While use of the internet amongst the Australian population has reached maturity, the online landscape is at a turning point, as another dimension is gaining significant momentum. That of the internet-connected mobile device – whether this be smartphones, tablet computers, eReader, connected games devices or some other hybrid forms likely to emerge, according to the Nielsen Australian Online Consumer Report, released today.The Nielsen Online Consumer report shows that Mobile internet, for the first time, reached 50% penetration amongst online Australians in 2010, and while consumption is currently modest, based on intended uptake there will be surge of activity taking place in 2011. From social networking to simultaneous media consumption, the report shows that Smartphones are becoming an important stimulant to driving overall online activity. Penetration has already surpassed a third of online Australians, and with ownership intentions high over the next twelve months, smartphones are expected to have a big impact on the evolving behaviours of consumers.”Following in the footprint of the smartphones evolution, tablets are another device to watch as a potential game changer. The screen size is already attracting a slightly different pattern of behaviour to that of a smartphone, with a far greater proportion of tablet owners watching online video on their device. Ownership is already at 8% of online Australians; however purchase intentions are expected to more than triple tablet ownership by the end of 2011, with some of the strongest intention to purchase coming from households with children” notes Lillian Zrim, Senior Research Manager for Nielsen Online.”Online Australians continue to increase their consumption of rich media content online, with 71% accessing audio or video content online in 2010 and 35% doing so on a weekly basis.The proportion of those consuming video content online increased from 41% in 2009 to 60% in 2010 (see Chart: 2).Commenting on the continued rise of the social internet, Melanie Ingrey, Director, Market Research, Nielsen Online added “There are new sub categories like location-based services and social commerce and Australian consumers are continuing to increase their engagement with the category and with this decade’s favourite site – Facebook.Social media has truly been a revolution for online Australians with the most common activity, (done by 73% of online Australians) being tapping into other consumers’ opinions found on social media. It has been a revolution in the methods by which consumers can connect with brands, connect with other consumers to discuss brands, and source other consumers’ opinions about brands.To keep pace with this revolution marketers have had to evolve. Social media has provided them with more customer touch points, more methods of content and communication distribution, and more information about customers and their preferences.”While it has not yet revolutionised marketing, social media has certainly forced a revolution in the behaviours of consumers, and an evolution of the way marketers and providers interact with those consumers and distribute content” Ingrey summarised.

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