THE AUSTRALIAN ONLINE LANDSCAPE REVIEW JUNE 2014 Copyright ©2014 The Nielsen Company. Confidential and proprietary. STATELANDSCAPETHE ONLINE OF June 2014 June • Please note theupdates for this category. Merchandisercategory saw prominentgrowth topwithin the sitesand asanoverall Sports hadgreata month for audienceanddevice engagement while Mass the Also, for June;we deepdive into the Sports Mass Merchandiserand categories. female counterparts. For month,this therewere more Australian Malesactiveonline compared their sessions. Withnearly40minutesbillion spent online 31pagesbillionwith viewed. The onlinelandscape sawin June Australiansspend 38hours online over 64 Welcome to the contactyour Nielsen AccountManager directly or email If • • • you’d like to know more about any of the Latestnews Consumer about 360 Latest findingsfrom IAB/ Nielsen Mobile Nielsen OnlineBrand Effect now includes Google accepts OnlineNielsen Ratings tags
June June 2014
edition of editionof Nielsen’s OnlineLandscape Review. month:
Source: NielsenOnlineRatings
insightspresented AudienceMeasurement Pilot viewability
Hybrid, June2014; NielsenMarket Intelligence,June2014 brand lift metric within this report,within this
.
2
HIGHLIGHTS: JUNE 2014 NIELSEN ONLINE RATINGS: HYBRID New retail’ habits are emerging as digital and physical retail landscapes converge. Six in 10 online Australians now use a multi-channel approach during their path to purchase.
Source: Nielsen Connected Consumers Report 2014 Copyright ©2014 The Nielsen Company. Confidential and proprietary. June 2014 June HYBRID HYBRID Indicates growth or decline based on the previous month the previousonbased or decline growth Indicates
SURFING 31 38 40 17,337,000 17,337,000 : KEY METRICS ATKEY METRICS : A GLANCE
billion hours b illion
spentacrossonline,
viewedpages. minutes spent. people werepeople activelysurfingonline.
64
sessions Source: NielsenOnlineRatings
.
–
Hybrid,
June 2014
5
Copyright ©2014 The Nielsen Company. Confidential and proprietary. 100 10 20 30 40 50 60 70 80 90 0 0 TOP 10 BRANDS AND THEIR ENGAGEMENTTOPTHEIR AND BRANDS 10 June 2014 June Active Reach (%) Bubble Bubble Size = Time per per Person
5
10 Therewere 13% more females malesthan more thanfemales (18 streamingcontent on YouTube in June. However, males (18 spend53% more timeperson per malethan Females are significantlymore engagedto Facebook thanmales. Female Australians 15 Sessions Sessions per Person Australianson Facebook. - 24)spentan hour - 24) on 24)YouTube. 20
25
Source: 30
NielsenOnlineRatings 35 –
Telstra MediaTelstra Apple Wikipedia eBay Yahoo!7 Microsoft YouTube Mi9 Facebook Google Hybrid, June2014
40 6
Copyright ©2014 The Nielsen Company. Confidential and proprietary. Audience Unique Rank June 2014 June TOP10 10 9 8 7 6 5 4 3 2 1
Telstra Media Wikipedia
Microsoft Facebook YouTube Yahoo!7 Google Brands Apple BRANDS AND THEIR THEIR ENGAGEMENTAND BRANDS eBay Mi9
Audience Unique 10,768 10,819 14,831 (000s) 4,619 6,133 7,367 7,641 7,642 9,453 9,818
Page Views 1,401,426 2,785,738 3,844,158 144,473 188,084 940,854 368,882 819,304 27,606 52,871 (000s)
Reach Active 26.55 35.25 42.35 43.93 43.93 54.34 56.44 61.90 62.20 85.26 (%)
Sessions Sessions Per Source: web Including Person 10.02 11.34 10.47 19.67 26.82 29.02 7.84 6.55 9.28 8.53
NielsenOnlineRatings
- basedapplications –
Hybrid, 00:45:16 01:03:23 00:36:19 01:41:29 01:11:48 01:20:06 03:14:29 02:18:10 09:11:28 03:03:56 Time Per Person
June2014
7
Copyright ©2014 The Nielsen Company. Confidential and proprietary. AverageTime Per Person* AveragePage Views Australians Percentage *HH:MM HYBRID SURFING: AGE DEMOGRAPHICS AGESURFING: HYBRID Indicates growth or decline based on the previous month the previousonbased or decline growth Indicates June 2014 June
of Online Online of
2 10:56 6.2% 432 - 17
1,640 37:03
18
1,727 40:58 11.6% - 24
25 2,013 40:58 18.7% - 34
ONLINE 35 2,034 29.6% 41:25 - Source: 49
NielsenOnline
–
Hybrid, 1,771 38:26 33.9% 50+ June 2014
8
Copyright ©2014 The Nielsen Company. Confidential and proprietary. online this monththis online Overall 205,000 male individuals. The age group of 2 of agegroup The individuals. male 205,000 8,864,000 the biggest growthbiggest the GENDER BREAKDOWNGENDER June June UA , there were, there more Australian
2014
–
– a 2% increase or a totala of increase or increase2% a -
Age GroupHighlights +6%, compared tomonth.lastcompared +6%,
MALE males males 10% 19% 35 28% 7 % %
being active being - 17 saw 17
– 2-17 18-24 25-34 35-49 50+
ACTIVE UNIVERSE
Female last month. The drops came from the 2 from the camedrops The month.last 8,532,000 agegroup UA Australians were less active online, comparedtoAustralians activeonline, were less
–
13% and 4% decreases, respectively. decreases, 4% and 13%
Source: NielsenOnlineRatings
FEMALE 13% 19% 33 31 5 % % % - 17 and 25 and 17
–
Hybrid, June2014 - 34
2-17 18-24 25-34 35-49 50+
9
NIELSEN ONLINE RATINGS – HYBRID / MARKET INTELLIGENCE SPORTS Copyright ©2014 The Nielsen Company. Confidential and proprietary. SPORTS • • Sports websiteshad impressive growth (month vs. month)interms of audiencetraffic; highlightsinclude: engagement(time per person) 101 For percen SBS The World Game
SBS The World
streaming UA percen +333% t. – Game News.com.au
645,000
t . – N ,
inemsn smh.com.au
HIGHLIGHTS Smh.com.au UA
+227% – sport increased
- 589,000 - wide sport
- sport
world of sport
and –
with site
surfing UA Fox Sports increased audienceuniqueby FIFA.com +298% –
768,000
uniqueaudienceby content. -
also also hadvery strong growth
AUDIENCE grew
UA
SBS SBS Sport +101% 28 –
219,000
percentand
333
News.com.au 1,197,000
percen +28% - 227
UA
sport 23
percent percent –
t followed by
with a
Time per Person: per Time and respectively. WideWorld of 47 Source: NielsenOnlineRatings Ninemsn 00:03:04
+47% SBS Sport percen Sport
FIFA.com
– t increasein
UA
hadgrowth of Fox Sports
+23% – up
893,000 –
298 Hybrid,
June
2014
11
Copyright ©2014 The Nielsen Company. Confidential and proprietary. trafficsessions was from portablea device. notable percentincrease from last month or a near 33percent major eventssuchas the State of Origin, The World andCupWimbledon. Deviceengagement within the sports category Juneduring was quite robust;the growth was drivenby SPORTS growth of 800,000total sessions of Desktop Mobile Tablet total online sessions traffic –
Metrics: TotalMetrics: DEVICE ENGAGEMENT Sessions (%) Sessions 15% 15%
withinthe sports category. Together,
for the sports category 5.2 million 5.2 million
increaseonline in total sessions. 30%
came from smartphones 33% -
TRAFFIC
48percent Source: NielsenMarket Intelligence, May &
Tablet June of of total online –
this is a this3
also also saw a May 55% 57%
June
2014
12
HIGHLIGHTS: JUNE 2014 NIELSEN ONLINE RATINGS: HYBRID STREAMING More than eight in 10 online Australians have purchased in-store after seeing relevant online content.
Source: Nielsen Connected Consumers Report 2014 Copyright ©2014 The Nielsen Company. Confidential and proprietary. June 2014 June HYBRID HYBRID Indicates growth or decline based on the previous month the previousonbased or decline growth Indicates
STREAMING 2.9 streaming perperson. 7 6.2 13,579,000 13,579,000
hours
b billion illion
KEY ONLINE STATISTICSKEY ONLINE and
streams watched. minutes streamed.
people werepeople activelystreaming online. 33 33 minutes
spent
Source: NielsenOnlineRatings
–
Hybrid Streaming, June
2014
15
Copyright ©2014 The Nielsen Company. Confidential and proprietary. UniqueAudienceRank June 2014 June STREAMING: HYBRID TOP 10 8 7 6 5 4 3 2 1 9
The The news.com.au Dailymotion smh.com.au ABC Online Online ABC CollegeHumor Facebook Network Network YouTube Yahoo!7 Brands VEVO Mi9
UniqueAudience(000s) 11,560 1,129 1,276 1,283 1,386 1,685 2,678 2,962 3,553 5,600 10
BRANDS BYBRANDS AUDIENCE
1,416,443 Total Streams 137,519 20,860 12,206 10,301 10,737 33,378 78,471 4,846 9,415 Source: NielsenOnlineRatings Including web Including
- basedapplications Time PerPerson –
Hybrid Streaming, June 00:39:05 00:50:57 02:47:48 00:06:15 00:08:30 00:19:04 00:14:20 00:48:22 01:16:33 04:22:00
2014
16
Copyright ©2014 The Nielsen Company. Confidential and proprietary. streamedimmensely less wereMales theleading total streamsviewed for monththis 2014 June STREAMING:BREAKDOWN HYBRID DEMOGRAPHIC Indicates growth or decline based on the previous month the previousonbased or decline growth Indicates
1,067,026 6,513,000 6:57:34 164 –
(
- 19%) less, Junevs. May.
Number of Streaming Time
Total Streams Viewed Streams per person Per Person (HH:MM:SS)
–
Australians a jump of 60%, comparedto May. Females
Source: NielsenOnlineRatings Source: NielsenOnlineRatings 1,877,634 7,067,000 8:06:52 266
–
Hybrid Streaming, June 2014
–
Hybrid Streaming, June
2014
17
Copyright ©2014 The Nielsen Company. Confidential and proprietary. AverageTime Per Person* AverageStreams Australians Percentage *HH:MM HYBRID STREAMING:ONLINE HYBRID AGEDEMOGRAPHICS Indicates growth or decline based on the previous month the previousonbased or decline growth Indicates June 2014 June
of Online Online of
2 5.3% 6:04 175 - 17
1,640 37:03 18
12:10 11.1% 429 - 24
25 19.2% 8:31 264 - 34
-
Source: NielsenOnlineRatings 35 29.5% 7:32 208 - 49
–
Hybrid Streaming, June 34.8% 50+ 5:48 137
- 2014
18
DEVICE COMPARISON UPDATE: JUNE 2014 NIELSEN MARKET INTELLIGENCE Use of a mobile device such as a smartphone or tablet in-store for research prior to purchase has been adopted by four in 10 online Australians; nine percent on a regular basis.
Source: Nielsen Connected Consumers Report 2014 Copyright ©2014 The Nielsen Company. Confidential and proprietary. * Other is a sum Console,ofOthers devicesand Unclassified DEVICE TYPE DEVICE TYPE June 2014 June the previousmonth. An increase of are not from uniquedailybrowsers 53% Desktop slightly of totalaverage desktop. – 2%
Market Domain on
COMPARISON
decreased( 37% –
TOTALAVERAGE DAILY
15% DomesticTraffic UNIQUE BROWSERSUNIQUE -
2 %) in averagein %) browser daily unique usage 1%
(EXCLUDINGAPPLICATIONS)
47%
Source: NielsenOnlineRatings
OTHER TABLET MOBILE DESKTOP
-
MarketIntelligence June 2014 .
21
NIELSEN ONLINE RATINGS – HYBRID / MARKET INTELLIGENCE MASS MERCHANDISER Copyright ©2014 The Nielsen Company. Confidential and proprietary. TOP 10 MASS MERCHANDISER SITES • • • • Month 9.8 million Mass Merchandisersites had noticeablegrowth within the top10sites andas a category as a whole Kmart Australia 16 of thetop 20 sites where audiencesspent 5 audience of Whileout of the top 10, of of topthe 10sites audienceshadspendingmore time per person on theirsites WoolworthsHomeShop - on HarveyNorman Kmart AustraliaKmart TargetAustralia - month comparisons: or or Woolworths Officeworks Amazon JB Hi JB 3 for every 5 online Big W Big Coles Sites 828,000
- Fi
had the highesthadthegrowth in audienceof
in June. hadgrowth in 22 David Jones
and
Australiansvisited mass merchandisersitesmonth.this 25percent Unique Audience. posted anaudience growth of 1,285 1,500 1,457 1,369 1,575 1,757 2,522 2,403 3,356 Unique Audience (000) Audience Unique May 959
respectively;more time on theirsites. 1,233 1,241 1,465 1,521 1,565 1,675 1,826 2,254 2,502 3,384 June
282,000
– –
up VarianceChange
AUDIENCE 232,000 29percent - 29.41 14.32 - - 10.63 4.39 6.35 3.93 4.12 0.83 4.05 2.33 % Source: NielsenOnlineRatings
or or
39 percent
on last month.
–
notably (hh:mm:ss) 00:41:54 00:05:33 00:07:38 00:12:09 00:22:22 00:09:48 00:09:54 00:22:41 00:18:29 00:20:11 Time PerTime
Person
June
to deliveran Coles
–
Hybrid,
Sessions PerSessions
– and May& June
nearly Person 2.10 1.83 2.03 2.50 3.07 2.09 2.43 3.24 3.08 3.54 June Big Big W
2014
23
Copyright ©2014 The Nielsen Company. Confidential and proprietary. MASS MERCHANDISER • • • A quick snapshotof the genderbreakdown within theMerchandiser Mass category. Mass Mass Merchandisersites have gained spend Female Australians audiences Target Australia goingto category this comparedto lastmonth. 35 percent
–
theyhadincreases of and more
are Woolworths leading time per personthan Unique Audience (000) AudienceUnique Unique Audience (000) AudienceUnique 4,471
May in terms of
10 and 10and 13percent HomeShop were sites thatsaw significant growth in
4,891 June
m – ale
GENDER GENDER SNAPSHOT engagement a 4,863 June udience traction their Male counterparts.their
, respectively;compared to last month. Active Reach 57.33 % Growth on these masson thesemerchandiser sites.shopping They
9.00 %
–
(hh:mm:ss) thereare 01:03:44 Time PerTime Person June (hh:mm:ss) 00:47:11 Time PerTime Person June
9 percent
Source: NielsenOnlineRatings Sessions PerSessions
Person Sessions 7.70 June -
Person 7.32 June
Per AUDIENCE
more Male Australians
Australian male
–
Hybrid, May
& June
2014
24
UPDATES FOR THIS MONTH Copyright ©2014 The Nielsen Company. Confidential and proprietary. GOOGLE GOOGLE TAG ACCEPTANCE AdX – DisplayGoogle Network (GDN) YouTube Areas
display • • • • •
-
InitiallyacceptancedesktopTBD mobile only; Doubleclick YouTube forTiming countries additional for YouTubeisTBD GDN and Placements must startafteror 2014 on 1, July Google’sad of Google
only ad networkonly ad ads running in select regions.select in running ads Beginning TrueView
integrationstill slated forof end exchange
July July 2014 1 is included
US, CA, US, Canada, AustraliaUS, Canada, Countries
, Google willtagsOCRaccept Google , on
AU, IT,BR UK, DE,FR,
Australia 2014
Desktop Desktop Desktop Platform
Google Update Google
26
Copyright ©2014 The Nielsen Company. Confidential and proprietary. AUDIENCE INSIGHTS INSIGHTS AUDIENCE MORE MOBILE DEVICESISMOBILE CONSUMPTION VIACONSUMPTION PANEL PILOTED IN PILOTED PANEL PROVIDE UNIQUE UNIQUE PROVIDE AUSTRALIA WILL WILL AUSTRALIA AT AAT FIRST ADVERTISING POINT MOBILE MOBILE TIPPING
MONEY TO TO MONEY
MOBILE MOBILE
MOBILE AUDIENCE MEASUREMENT PILOT TAKINGFIRST THE STEPS TO UNDERSTAND AUDIENCESMOBILE AUSTRALIA… IN 50% WEB DAILY UBS
OFAVERAGE AGE,GENDER, INCOME + DEMOGRAPHICS
APP
Intelligence, January 2014 JanuaryIntelligence, Source: Nielsen Market Source: 28% IMPRESSIONS
OFPAGE + +
27
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