THE AUSTRALIAN ONLINE LANDSCAPE REVIEW OCTOBER 2014 Copyright ©2014 the Nielsen Company

THE AUSTRALIAN ONLINE LANDSCAPE REVIEW OCTOBER 2014 Copyright ©2014 The Nielsen Company. Confidential and proprietary. STATE OFTHEONLINELANDSCAPE October 2014 • In this month’swe edition investigatefollowingthe categories: the to Welcome please contact your Nielsen Account Manager directlyor email If you’d like to know more about any of th Market Intelligence product update. TrainingRatings New Online 4. Program. MicrosoftEntertainment /Nine 3. CompanyReportingChanges 2. The onlinelandscapeinOctober saw Aust • .Nielsen TwitterTV Ratings. 1. Also includedaresome important notificationsrelating to: September. contenta 25%increasefor– total streams8% forand total minutes,compared to viewed. Octoberwas also amonthengagementshowed that high with streaming sessions. There were nearly 41 billionmi Entertainmentspecific focuswith a on category.services Telecom /Internet withobserv Services October 2014 edition of Nielsen’s Online Landscape Review. Source: Nielsen Online Ratings – Hybrid, Octo – Hybrid, Ratings Online Nielsen Source: nutes spentonline with 31 billionpages e insights presentedwithin this report, ralians spend 38 h 38 ralians spend broadcast media ation withination theMulti-telecom/internet sites. ours onlineover 67 ber 2014; Market Nielsen [email protected] . Intelligence, October Intelligence, 2014 .

2 HIGHLIGHTS NIELSEN ONLINE RATINGS: HYBRID Copyright ©2014 The Nielsen Company. Confidential and proprietary. October 2014 AT AGLANCE:THEONLINELANDSCAPE Indicates growth or decline based on the previous month month onthe based previous 31 38 41 17,584,000 people

billion hours billion spent online, across spentonline, viewed pages. viewed minutes spent. minutes were actively surfing online. Source: NielsenOnlineRatings – Hybrid, October 2014

Wikipedia Microsoft Facebook YouTube Yahoo!7 Google Brands PayPal Apple eBay Mi9

Audience Unique 50437458 54 2.7 03:05:26 29.07 85.44 15,024 3,744,558 04511929 91 2.5 02:44:52 20.35 07:48:45 59.17 10,405 1,199,289 24.66 62.95 11,070 2,016,827 (000s) ,5 0,1 53 41 00:12:22 4.10 4,457 104,910 25.35 ,0 5584.1 .9 01:24:46 8.29 8,600 45,588 48.91 ,7 6303.3 .0 00:58:41 7.90 6,370 36,390 36.23 01:22:13 12.35 7,182 415,453 40.84 ,4 8,4 11 70 00:50:26 7.02 7,242 282,942 41.19 01:56:10 10.59 7,269 1,006,897 41.34 ,3 7,3 48 1.8 03:05:53 10.18 9,638 773,53954.81

Page Views Views Page (000s)

Active Reach (%)

Sessions Per Person Source: Nielsen Online Ratings – Hybrid, October 2014 – Hybrid, October Ratings Online Source: Nielsen Including web-based applications

Time Per Person Person Per Time (hh:mm:ss)

5 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 100 10 20 30 40 50 60 70 80 90 0 Mi9 saw engagementsurfing contentwith their grow am 01 02 035 30 25 20 15 10 5 0 TOP THEIR ENGAGEMENT 10BRANDS AND October 2014

moreperson, sessions per comparedtolast month. Active Reach (%) BubbleTime Size per= Person engagement;+7% for time perperson Sessions per Person Sessions per Yahoo!7some significant had growth inregardsto ong their audiences; 16%ong their more audiences; time perperson9% and and+8%for per person. sessions Source: NielsenOnlineRatings– Hybrid, October 2014 PayPal Apple Wikipedia eBay Yahoo!7 Microsoft YouTube Mi9 Facebook Google 40 6 Copyright ©2014 The Nielsen Company. Confidential and proprietary. Average Time Per Person* Person* Per Time Average Average Page Views Views Page Average Australians Percentage of Online *HH:MM brokenas follows: down audience in online active The 17.6million HYBRID SURFING: AGE DEMOGRAPHICS ONLINE HYBRID SURFING:AGE DEMOGRAPHICS Indicates growth or decline based on the previous month month onthe based previous 2-17 8.2% 8.2% 8:52 294 1,640 37:03 18-24 1,472 36:02 10.4% Australia during October 2014 can be 25-34 2,030 43:24 19.6% 35-49 1,920 28.3% 40:06 Source: Nielsen Online – Hybrid, October 2014 October 2014 – Hybrid, Online Nielsen Source: 1,973 42:06 33.4% 50+ 7 Copyright ©2014 The Nielsen Company.. Confidential and proprietary.proprietary. GENDER BREAKDOWN –ACTIVE UNIVERSE 2-17 18-24 25-34 35-49 50+ population among this segment. bracket which hada+62% instreams pe Furthermore,across all age– stre demographics demographic didshow an influx of unique audien Overall, there were less Australiansonline surf ,3,0 A 8,646,000UA 8,939,000 UA 19% 11% 8% 29% 33% r person, compared to September. ing content this maleage month; the 25-34, ams per person was up. Especially, agethe 2-17 ces though; 10% increase ces though; 2-17 18-24 25-34 35-49 50+ 21% 9% in theactive online 8% 27% 34% 8 HIGHLIGHTS NIELSEN ONLINE RATINGS: HYBRID STREAMING

Copyright ©2014 The Nielsen Company. Confidential and proprietary. HYBRID STREAMING KEYONLINESTATISTICS October 2014 Indicates growth or decline based on the previous month month onthe based previous 3.0 streaming per person. 7 hours 5.7 13,190,000

billion billion and streamswatched. minutes streamed. minutes 10 minutes 10 people were actively streaming online. spent Source: NielsenOnlineRatings – Hybrid, October 2014 10 Copyright ©2014 The Nielsen Company. Confidential and proprietary. October 2014 HYBRID STREAMING:BY TOPBRANDS 10 AUDIENCE Audience Unique Rank 10 4 3 9 2 5 6 8 7 1

The CollegeHumor escma ,9 10,621 00:08:25 News.com.au 1,595 m.o.u130 4,990 00:05:50 Smh.com.au 1,350 ABC Online aeok554 126,838 Facebook 5,534 01:10:41 Network Network oTb 110 1,543,137 YouTube 11,100 04:07:42 ao! ,1 13,358 Yahoo!7 1,313 00:44:54 nci ,9 116,608 Anyclip 1,593 00:17:55 EO357 92,576 VEVO 3,567 00:47:17 Brand Mi9 2,285 37,925 00:42:28

Unique Audience (000s) 1,179 8,522 01:59:41 2,543 9,184 00:16:34

Total Streams Total Source: NielsenOnlineRatings– Hybrid, October 2014 Including web-based web-based Including applications

Time Per Person Person Per Time (hh:mm:ss)

11 Copyright ©2014 The Nielsen Company. Confidential and proprietary. October 2014 HYBRID STREAMING: TOPON YOUTUBE CHANNELS unique audiencesofover 1 million. month ofOctober– thereIn the were 13 YouTube brands partner that achieved Audience Unique Rank 13 12 11 10 8 9 4 3 2 1 7 6 5

FremanetleMedia anrMsc ,3 1 00:13:34 11 2,631 Warner Music Disney/Maker rabnT ,1 2 00:30:13 28 BroadbandTV 1,314 h rhr 131 00:13:40 9 1,371 The Orchard eyMda ,6 1 00:20:49 15 1,168 Media Defy Machinima 1,785 36 00:50:14 36 Machinima 1,785 QuizGroup 1,207 17 00:30:46 17 QuizGroup 1,207 ulcen239 34 01:11:42 Fullscreen 2,319 SonyBMG 2,186 7 00:10:01 7 SonyBMG 2,186 ihse ,2 10 00:10:56 Rightster 1,521 Studios Channel M ,0 5 00:05:21 2,000 UMG ER152 8 00:07:53 1,522 ZEFR

Unique Audience (000s) 1,428 12 00:44:53 3,063 42 02:19:49

Streams Per Person Per Streams Source: NielsenOnlineRatings– Hybrid, October 2014

Time Per Person Person Per Time (hh:mm:ss)

0.02% +17% +6% +11% +13% -5% N/A +9% -2% -2% -8% -8% THE COLLEGEHUMOR Unique Audience (000) (000) Unique Audience NETWORK NEWS.COM.AU SMH.COM.AU ABC ONLINE NETWORK FACEBOOK YOUTUBE YAHOO!7 ANYCLIP VEVO October MI9 1,179 1,313 1,313 1,350 1,593 1,595 2,285 2,543 2,543 3,567 5,534 11,100 11,100 THE COLLEGEHUMOR NETWORK TELSTRA MEDIA NEWS.COM.AU SMH.COM.AU ABC ONLINE NETWORK FACEBOOK FACEBOOK YOUTUBE YOUTUBE YAHOO!7 YAHOO!7 VEVO September MI9 908 1,061 1,194 1,242 1,242 1,465 2,172 2,477 3,761 5,662 11,098 11,098 13 Copyright ©2014 The Nielsen Company. Confidential and proprietary. GENDER BREAKDOWN –HYBRIDSTREAMING viewed; with anextrastreams 33 per person. Meanwhile, there were An additional 181,000 maleAustralians were streaming this engagement with streaming content– on anincline was 1,221,478 6,474,000 07:13:26 189 Number of StreamingAustralians Total Streams Viewed(000s) Time PerPerson (HH:MM:SS) Streams per person month, this gendertotalmoremonth, this streamsdemographichad 18% also 35% more streams per person fewer female Australians streaming, overall. However;their 1,740,145 6,716,000 07:06:40 , compared to September. 259 14 Copyright ©2014 The Nielsen Company. Confidential and proprietary. Average Time Per Person* Person* Per Time Average Average Streams Streams Average Australians Percentage of Online *HH:MM HYBRID STREAMING: AGEONLINE DEMOGRAPHICS October 2014 Indicates growth or decline based on the previous month month onthe based previous 2-17 6.8% 6.8% 7:23 229 1,640 37:03 18-24 10:38 9.6% 404 25-34 20.1% 9:38 275 35-49 28.5% 6:19 207 Source: Nielsen–Online Hybrid,October 2014 35.0% 50+ 5:26 160 15 DEVICE HIGHLIGHTS NIELSEN ONLINE RATINGS: MARKET INTELLIGENCE

Copyright ©2014 The Nielsen Company. Confidential and proprietary. * Other is a sum of Console, Others and Unclassified devices* Other Others is Console, asum andUnclassified of DEVICE TYPECOMPARISON October – Market2014 Domain Domestic– Traffic 41% TOTAL AVERAGEDAILY UNIQUE BROWSERS UNIQUE 15% portable devices. portable devices. Browsersfrom came Average Daily Unique 57% 1%

of Total 43% OTHER OTHER TABLET SMARTPHONE DESKTOP (EXCLUDING APPLICATIONS) 40% Source: Nielsen Online Ratings Online Nielsen Source: 12% from portable devices. devices. from portable online sessions came 53% TOTAL SESSIONS 1% - Market Intelligence October 2014 2014 October Intelligence Market - of Total 47% 17 Copyright ©2014 The Nielsen Company. Confidential and proprietary. * Other is a sum of Console, Others and Unclassified devices* Other Others is Console, asum andUnclassified of Desktop Mobile DEVICE TYPECOMPARISON Tablet October 2014vs.Market 2013– Doma growthin total fromonline sessions tablet mobiles /smartphones; has also grownby 20%. Comparing yearly, totalvia onlinesessions the differencethere– has beena+38% devices %1%2%3%4%5%6%7%8%9%100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 10% 10% 12% 12% 29% 29% Metrics: Total Sessions 40% 40% 47% 47% in – Domestic Traffic– Domestic in - (EXCLUDING APPLICATIONS) 61% 61% Source: Nielsen Online Ratings - - Ratings Online Nielsen Source: October'14 October'13 Total Sessions Market Intelligence October 2013 Intelligence Market 2014 & 18 CATEGORY SPOTLIGHT: BROADCAST MEDIA

Copyright ©2014 The Nielsen Company. Confidential and proprietary. Note: The data is represen data is The Note: TOPBROADCASTAUDIENCE 10 – MEDIASITES • intoDiving topsites the (month-on-month 10 comparisons): – gained online Australians Broadcastat Mediaa •

growth of 6 outofthetop 10 4 of sites 10 Radio Websites +2%. SBS (Special Broadcasting Service) Service) BroadcastingSBS (Special 13% NBC Universal Websites ABC Online NetworkABC Online ABC Radio WebsitesABC Radio saw Ninemsn Jump-in ABC TVWebsitesABC BBC Worldwide surfed and and Yahoo!7 TV tative of su tative of double digit category level category TenPlay TenPlay Foxtel Sites 32% sites had growthsites had in BBC Worldwide this content thisa or Otbr coe October October October , respectively. rfing only. increases in engagement( saw significantgrowth; interms of ; 14% 6% Unique Audience , increase from last month. Sessions 24% , 13% Unique Audience (000) (000) Unique Audience and Time Per Person Per Time 1,054 00:29:04 3.26 1,131 00:13:38 3.56 1,286 00:31:55 4.17 1,396 00:19:49 4.55 1,466 00:29:34 3.94 1,471 00:28:14 4.99 4,318 00:48:00 8.71 – 20% 692 00:32:15 3.67 718 00:06:37 1.68 925 00:16:57 3.74 ABC TVWebsites , respectively. Source: Nielsen Online Ratings – Hybrid Surfing, Surfing, – Hybrid Ratings Online Nielsen Source: Unique Audience ) – Time PerTime (hh:mm:ss) SBS and Per Personalso (7.85)slightly , Ninemsn Jump-in TenPlay Person . Nearly stood out; with stood out; September 7.4 million Sessions Per Person Person & , October ABC 2014 20 Copyright ©2014 The Nielsen Company. Confidential and proprietary. BROADCAST MEDIABYDEVICE -TRAFFIC growth in 140,000 mark. 460,000 total sessions Comparing the – Dataset: –Category 2014 Surfing October total sessions total Desktop Mobile Tablet differenttraffic device for mobile – tablet and computer had similar levels of increases; both around the ; compared to desktopand tablet. Month-on-month, therewere an additional 4,613,135 4,719,750 going to the broadcast media category – Metrics: Total Sessions 10,974,586 11,435,085 Source: Nielsen Market Intelligence–, Intelligence–, Market Nielsen Source: mobile saw the highest 17,274,959 17,416,955 September October September & October 2014 21

CATEGORY SPOTLIGHT: TELECOM / INTERNET SERVICES

Copyright ©2014 The Nielsen Company. Confidential and proprietary. TOP 10TELECOM/INTERNET SERVICESAUDIENCESITES– Furthermore, looking within thetop 10 Sessions (+10%). incremental boost of equivalentor theof 1 for Australians.3 online every Therewas significant growth– an audiences inunique 6.3 million experiencing double digit growth. respectively. Also, notably unique audience; Telstra CorporateWebsites online Australiansbrowsed ‘Multi-category the Telecom/Internet Services’ Internode Vodafone Westnet Westnet Primus Primus eXeTeL Optus Dodo iiNet Sites TPG TPG Spebr coe % coe October October % October September 5 of 8% top 10 ; with engagement also up - Optus, iiNet, VodafoneOptus, iiNet, sites saw Audience (000) sites (comparing month-on-month) – sessions perperson Unique ,4 ,3 2 4.40 4.17 24 00:24:18 1,245 1,539 00:30:10 4 2,940 3,055 141 100 -29 141 100 10.38 -10 7.44 129 116 00:58:17 -10 6.40 289 261 00:23:55 4.11 31 271 355 00:32:54 4.40 24 299 371 00:23:49 3.45 39 352 490 00:26:48 3.72 14 751 859 00:15:03 6.90 28 719 920 00:15:03 00:50:45 and Audience (000) Total minutes (+12%), Time Per Person(+4%) TotalPerTime (+12%), minutes TPG Unique had increases of of increases had grow – with – grow Audience Source: Nielsen Online Ratings – Hybrid, – Hybrid, Ratings Online Nielsen Source: Vodafone (+12%) Growth Unique +24%, +28%, +14% and +14%+24%, +28%, +39%, 7 of the of top 10 sub-category Sessions Per Person and sites saw growth in Primus (+53%) September and in October; in ( hh:mm:ss Time PerTime & Person Total Total October

2014

) 23 Copyright ©2014 The Nielsen Company. Confidential and proprietary. TELECOM/INTERNETAUDIENCE BREAKDOWN SERVICES– • • • • On the other hand, Female Australians had the largesthad the increase in thedifferen– observing In addition growthand 22%. rates38% of Interestingly, October.of jumps in growth may have been influenced by the content respondents aged by by 59% both older male and femaleboth oldermale Australians . 12-24 arethe sharpe experiencing male Australians have increasedtime spent time per time per person (+16%), Unique Audience Audience (000) Audience (000) ces between the household incomes,household ces betweenthe in theage bracket of October October October October October October Unique 3,326 00:48:37 3,326 00:48:37 6.44 2,932 00:28:55 2,932 00:28:55 5.90 (000) st spikestengagement in growth rates. Notably,female school/public holidays compared to September. (hh:mm:ss) browsingtelecom/internet the category services (hh:mm:ss) (hh:mm:ss) Time PerTime Time PerTime Person Person between the agebetweenthe demographics of 21-24 experienced growthexperienced rates of Sessions Per Sessions Per Person Person Person Person Source: Nielsen Online Ratings – Hybrid, – Hybrid, Ratings Online Nielsen Source: the $75,000 that occurred within themonth - $99,999 50 to 64 August & September September & August 31% segment saw . These 2014 24 GENERAL UPDATES FOR THIS MONTH: ACCR & EGENERATION REPORT

Copyright ©2014 The Nielsen Company. Confidential and proprietary. EGENERATIONACCR REPORT& account manager about rangethe developmentsof new planned forreport. the2015 pre-subscription.the Get • Some early indicators to hear someoftheearly, top-line findings! busy analysing the data and developing thereport. Our eGenerationyearand theirparents olds 2-15 conductedsurvey hasnowbeen of and weare The • • Also, the

and gaming. most popular online activity for kidsand teens; behindonly using the internet for homework not onlyanop is Online video mobile phone. Apps by far the most prevalent method for kids tablets are only just behind laptops. Tablets are popular connecteddevicesfor Aussie Nielsen Australian eGeneration Report will be published by 31 Nielsen Australianpublished by be eGenerationwill Report 17th annual edition of theAustralian Connected Consumersreport : early birdrate portunity among Australian adults: Streaming video isthethird by by signing on before the end the yearof Ask your account managerAsk today you want if and teens to accessonlinecontent on their kids and teens: forregular online access, st December, 2014 is now open for , and ask your 27 NIELSEN TWITTER TV RATINGS Copyright ©2014 The Nielsen Company. Confidential and proprietary. Twitter. conversations takingplace on shows TV reacting toaudiences are advertisers to enable networks, agencies and with Twitter,newthis measure will exclusive multi-year agreement people watch and buy, throughan provider of insights intowhat Developed by Nielsen, a leading of measured levels engagement conversations audience reach of AustraliaFor thefirsttime in please visit: Nielsen TwitterTV Ratings, For more information -tv.html /solutions/measurement/social http://www.nielsen.com/au/en Nielsen TwitterRatings TV andreach the of these

followingtoday’s launch understand how about Twitter can be TV about and , the . 29 MICROSOFT / NINE ENTERTAINMENT COMPANY REPORTING CHANGES

• • • representationinterface.Ratings intheOnline split their jointstructure, reportingplea Nine Entertainment Microsoftrecentand With the of decision (NEC) Companyto • Entertainment channels) CR - MSN Music MSN Entertainment- CR channels) Video MSN CR - MSN Lifestyle Finance, MSN CR - HomepageNews,CR -MSN MSN CR - accessed in the following MSN Australia’s new structure From November dataFromNovember release,MicrosoftNine Entertainment and Company will Due tothecomplexity ofseparatingNine Entertainment the Company entities products in marketfrom a sales perspective. Nine EntertainmentPlease note Compan report to market as two separate parent structures. reportingstructure under Microsoft parent. structureforNine Entertainment Company,data Octoberwill retainthe current and domains fromthe Microsoft parent , CR - MSN Health Fitness, &

CR - MSN WeatherMSN CR - Custom Roll-Ups Data: forOctober and audience data acrossall verticals can be

, (Masked inaccuratedue toSport, MSN - data), CR CR - MSN Entertainment (includes Music, Movies, TV and , CR - MSN Movies MSN CR -

se note thefollowing changes to their CR - MSN Food

and the creation ofan entirely new y will y continue to representboth , CR - MSN TravelCR -MSN , CR - MSN TV MSN CR - , CR - MSN Money MSN CR - , CR - MSN Autos CR -MSN , , CR - 31 ONLINE RATINGS TRAINING PROGRAM

Copyright ©2014 The Nielsen Company. Confidential and proprietary. MASTER CLASS – DIGITAL– MASTER CLASS AUDIENCE MEASUREMENT Enrol in our new online ratingsEnrolonline our new in training program now! • • • To linksnotify the training receive please Representatives of thesecompanies are amongst the many whohave already completed the program Three self paced, online deliveredThreeself paced,online learning modules representativesof the Media Federation ofAustralia (MFA) in consultationDeveloped theInteractivewith AdvertisingAustralia Bureau(IAB) and Key learnings:

9 9 9 Learn how to apply Learn how those insights in th insights consumer deeperGain An understanding the methodologyof advertising. careau.com.au or your Nielsen Account Manager e planning, e planning, buying and selling online of

33 MARKET INTELLIGENCE – PRODUCT UPDATE

Copyright ©2014 The Nielsen Company. Confidential and proprietary. MARKET INTELLIGENCE – PRODUCT UPDATEMARKET INTELLIGENCE – October 2014 [email protected] If youhave any questions pleasecontactyourAccount email Manager or shared onFacebook. linkssite areoften a given from how on depending This increasesite bywill vary Market Intelligence fromonwards. November This change will resultin an artificial increasein reportedmobile Unique Browsers in anyopens links that areclicked within browser. on its own Facebookhas rolledout an update to its Product Update; . mobile app in November which by defaultmobile appin November

35 CONTACT [email protected] www.nielsen.com/au/ (02) 8873 7000