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The Australian ONLINE CONSUMER LANDSCAPE March 2012 the AUSTRALIAN ONLINE MARKET & GLOBAL POPULATION

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The Australian ONLINE CONSUMER LANDSCAPE March 2012 the AUSTRALIAN ONLINE MARKET & GLOBAL POPULATION The Australian ONLINE CONSUMER LANDSCAPE March 2012 THE AUSTRALIAN ONLINE MARKET & GLOBAL POPULATION Internet usage in Australia is widespread and approaching saturation point with only minimal increases in total penetration expected. Internet World Stats cites Australia as one of the lead- ing nations in terms of internet penetration as a proportion of the total population (90% penetration1 ). Nielsen Online Ratings 2 finds 81% of Australians aged 16 years and above, and 75% of Australians aged two years and above, can be classified as an active online user (i.e. has used the internet in the past month). It is estimated that 30% of the world’s population is As the uptake of internet use in Australia is approach- now online, representing over two billion people ing saturation point, it has become increasingly (2,267m) 3. By continent, North America has the high- valuable to explore and quantify exactly how consum- est penetration at 79%, Oceania & Australia second at ers are behaving online: what activities they conduct; 67%, closely followed by Europe at 61%. with what frequency; using which devices; and in which environments; as well as place their online Volume of users tells a different story as Asia domi- behaviours in context against other media behaviours. nates with just over one billion users, Europe follows The key indicators of a sophisticated online popula- with 500 million followed by North America with 273 tion, such as the adoption of mobile internet activities million 4. Ranked on internet users as a percentage of and the way Australians have embraced social media total population, Australia has the 5th highest level of and their ever increasing confidence in sharing their internet penetration in the world 5. Total penetration in opinions and content online, reveal opportunities for Australia, as at December 2011, lies at 90% just ahead marketers, content creators and publishers. of Netherlands and Denmark. Australia is the only non-European nation amongst the top five countries Figure 1.0: Active internet users, month of January 2012 Source: Nielsen Online Ratings January 2012, percentage calculated using ABS population figures ranked by internet penetration. 16+ 81% 14.7m 2+ 75% 16.4m Ranked on internet users as a percentage of total population, Australia has the 5th highest level of internet penetration in the world. Australians aged 16+ Australians aged 2+ Active online Active online 1 http://www.internetworldstats.com/sp/au.htm 2 http://www.abs.gov.au/ausstats/[email protected]/mf/8153.0/ 3 http://www.abs.gov.au/AUSSTATS/[email protected]/DetailsPage/8153.0Jun%202010?OpenDocument 4 http://www.crikey.com.au/2010/09/21/wireless-on-the-rise-but-fixed-broadband-still-does-the-work/ 5 http://www.acma.gov.au/WEB/STANDARD/pc=PC_312389 c 2012 The Nielsen Company. 02 MEDIA CONSUMPTION & CONTENT DELIVERY IS NO LONGER LINEAR There is a need to keep pace with the fragmented and increasingly complex environment that has resulted from the rise of the internet - infiltrating consumers’ lives, habits and patterns of behaviour with the continual emergence of new online activities and serv- ices, new devices supporting online access and connectivity and, generally, presenting consumers with new ways of doing old things. More than anything, the rise of the internet continues to present consumers with choices and this is the area that is difficult to keep pace with. Today’s consumers have choices over the screen they select to watch TV content as well as the source from which they obtain it; their method of shopping, of doing their product research and how they share their opinion about the Highlights from the just released Nielsen 2012 item they just bought; and choices in the way they get Australian Online Consumer Report include: to know, and interact with, brands. • Time spent accessing mobile internet continues its All of these choices combined present marketers with upward trend a myriad of scenarios and paths to navigate. Media • Smartphones take share of pocket: 51% of online consumption and content delivery is no longer linear Australians aged 16+ now own a smartphone and only the most informed, intuitive and innovative marketers are likely to succeed in reaching and • Tablet computers more than doubled to 18% of engaging their consumers in such an environment. households - forecast to be 39% by 2013. Substantial growth in accessing online media using devices other than desktop and laptop PCs while commuting or Nielsen is delighted to provide you with this travelling increased from 42% in 2010 to 55% in 2011. sample of key findings from our 2012 Australian Online Consumer Report. • Multi-screen behaviour is now a daily habit for many Included are valuable previews into the evolving Australians: Six in ten online Australians have used the online landscape, which is presenting Australian internet while watching TV. consumers with new ways of doing old things, • More than one in five online Australians shop/browse from shopping, watching and consuming television content right through to how they research and online between 6pm and 10pm. gather information. To address these changing • One of the key areas of growth in Australians’ partici- behaviours, today’s marketers face new chal- lenges to keep pace with the fragmented Online pation with social media in 2011 was in ‘Liking’ brands environment. (now 57% up from 46% in 2010) and interacting with brands on social media platforms (now 47% up from The 2012 Australian Online Consumer Report 41% in 2010). provides today’s marketers with a base of knowl- edge to assist them in formulating and designing • Consumers draw on a variety of sources and their strategies and tactics for the coming year. resources to support their decision making: 71% read For more details: other consumers’ opinions and discussions about 2012 Australian Online Consumer Report brands online and 59% watch online videos to help inform their purchase choices. c 2012 The Nielsen Company. 03 TECHNOLOGY IN AUSTRALIAN SMARTPHONE PENETRATION HOMES CONTINUES TO GROW No mobile phone Desktop x Not internet capable mobile Laptop 2011 79 16-24 YRS : 20% x 25-34 YRS : 26% 5 35-44 YRS : 22% 76 Wireless LAN 82 45-59 YRS : 17% Smartphone 83 60+ YRS : 10% 26 75 Long range wirelss 51 73 67 61 Tablet computer 18 63 40 31 eReader 29 Internet capable mobile 39 non smartphone 18 8 26 13 2011 16-24 YRS : 69% Ownership 7 25-34 YRS : 73% 2010 : 35% 2012 2011 : 51% (Forecast) 35-44 YRS : 59% 45-59 YRS : 42% 2012 : 64% 2011 (Forecast) 2010 60+ YRS : 25% MARKET SHARE: THE IN WHICH AREAS DO YOU CLOSING GAP BETWEEN FEEL THERE SHOULD BE iOS & ANDROID MORE DEVELOPMENT OF USEFUL MOBILE APPS? 40 46 32 12 4 24 Transport Banking / finance Government related related services 4 8 4 2 Medical Maps / Weather related directions related 2011 2010 c 2012 The Nielsen Company. 04 CONSUMER TECHNOLOGY 92% The majority (92%) of online Australians have some sort of home internet connection – that is either a fixed internet line, wireless LAN or long range wireless – though this has recorded a slight decrease during 2011; pos- sibly as some people only utilise the 3G access on their tablet computers and smart- phones, negating the need for a formal ‘home internet connection’. Desktop and laptop computers Portable reading devices (‘eReaders’) The presence of a desktop computer in In 2011, 13% of online Australians have an Australians’ homes continues its decline, eReader in the home, up from seven percent now at 76%- down six percentage points in 2010. since 2010 Games consoles Ownership of laptops increased Household ownership of games consoles or slightly (2 percentage points) to 75%; though handheld games devices like the Nintendo among the youth segment even laptop Wii, Microsoft Xbox, Sony Playstation and penetration declined during 2011, perhaps PSP etc. declined during 2011, now in 49% as the smartphone and/or tablet computer of online Australians’ homes. now fulfils the role of a PC/laptop for some young consumers. Mobile phone ownership The area of most momentum is Australian Wireless local area networks (LANs) i.e. consumers’ shift to owning a smartphone. home Wi-Fi Like the increase in uptake evident through In 2011, the prevalence of a wireless LAN in 2010, strong adoption has continued and Australians’ homes declined slightly, from now stands at 51% of all online Australians 63% to 61%. aged 16+ owning a smartphone; up from 36% in 2010. Long range wireless devices Thirty one percent of online Australians own a long range wireless device, up from 29% in 2010 and 14% in 2009. Tablet computers Ownership of tablet computers, such as the Apple iPad or Samsung Galaxy, is now at 18%, more than doubling during 2011. c 2012 The Nielsen Company. 05 ONLINE USAGE BEHAVIOUR 93% of online Australians use the internet daily (69% multiple times a day) Online Australians spend an average of 21:54 in an average week Highest for: Males 16-24YRS 25-34YRS 22:36 26:12 24:24 DEVICES USED TO ACCESS ENVIRONMENT OF INTERNET THE INTERNET ACCESS Desktop and laptop/netbook access is still dominant, but access via other devices is growing Home is still the dominant point of access, however out of home access is prevalent more-so for males and consumers under 35 years of age 82% amongst smartphone owners When out and While commuting / about on the go on transport Mobile Phone Tablet Computer 41% 36% 55% 20% 50% 10% 44% 39% 39% 33% Games Console Portable Media Player Internet enabled TV/Smart TV 65% 16-24YRS 62% 18% 15% 11% 66% 25-34YRS 57% 46% 35-44YRS 40% 2011 29% 45-59YRS 25% 2010 15% 60+YRS 10% c 2012 The Nielsen Company.
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