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

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

– [email protected]

Hybrid, June2014; NielsenMarket Intelligence,June2014 brand lift metric within this report,within this

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.

sessions Source: NielsenOnlineRatings

–

Hybrid,

June 2014

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

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

Source: 30

NielsenOnlineRatings 35 –

Telstra MediaTelstra Apple Wikipedia eBay Yahoo!7 Microsoft YouTube Mi9 Facebook Google Hybrid, June2014

40 6

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

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

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

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+

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

SBS SBS Sport +101% 28 –

219,000

percentand

333

News.com.au 1,197,000

percen +28% - 227

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

hadgrowth of Fox Sports

+23% – up

893,000 –

298 Hybrid,

June

2014

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

HIGHLIGHTS: JUNE 2014 NIELSEN ONLINE RATINGS: HYBRID STREAMING More than eight in 10 online Australians have purchased in-store after seeing relevant online content.

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

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

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

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

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 .

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

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

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

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 + +

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