Australians use up nearly a day on the Internet every week

Nielsen finds that 82 per cent spend 23.3 hours online per week

Businesses are spending more on online advertising to engage Australians whose online activities now consume nearly an entire day each week, according to a study released today by Nielsen.

In its 2014 Australian Connected Consumer Report, Nielsen found that 82 per cent of Australians spend an average of 23.3 hours online each week. That’s a big increase from a 2003 Nielsen study that found 73 per cent of Australians spent 6.7 hours online.

Australians are active social media users, the study found. Nielsen said that seven in 10 Australians actively use social media, and six in t10 are active Facebook users. Ten years ago, less than one in ten online consumers did social networking and Facebook didn’t exist.

The boom in online activity has come with an explosion in the number of connected devices in each household. Nielsen said that 38 per cent of Australian households today have four or more devices that connect to the Internet. In addition, about 74 per cent watch TV and use the Internet on a second device at the same time, it said.

Consumers are opting more for portability in 2013, Nielsen said. Laptop ownership increased to 77 per cent from 33 per cent in 2003, while desktop ownership decreased 8 percentage points to 72 per cent, it said.

In addition, more than a third of online Australians own connected devices that didn’t exist in 2003, including smartphones, tablets, connected videogame consoles and smart TVs.

Marketers have responded with more online ads, Nielsen said. Today, online advertising comprises 27 per cent of total ad spend, up from 3 per cent in 2003, it said.

“Australians have adapted aggressively to the changing media landscape, consuming considerably more media across more devices over the past t10 years,” Nielsen cross-platform research director, Melanie Ingrey, said in a statement.

“When we look at how consumers obtained information and engaged with brands 10 years ago, it’s as if we’re looking at an entirely different industry playing field today.”

Savvy marketers will adapt to the changing user behaviour, Ingrey said.

“With so many touch points out there, the opportunities to connect and engage with consumers are growing. What’s more, the mobility of these devices facilitates online media access across a range of locations and situations, providing brands an opportunity to engage with consumers at the right time, in the right place.”

Follow Adam Bender on Twitter: @WatchAdam

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

The real asset of small data – getting granular unearths opportunities

When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.

Pip Stocks

CEO and founder, BrandHook

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Hi Kyle -- great piece. I couldn't agree with you more when you say that we as marketers are in the business of choice. I actually wrot...

Matthew Willcox

Tapping behavioural science for consumer influence

Read more

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Digital marketing landscape is changing rapidly and you need someone who has hands on experience, keeps up with emerging trends and strik...

A.M. International

Predictions: 16 digital marketing trends for 2016

Read more

Its time consumers see their points as an financial asset which has value, and begin to manage them like money (with a plan and a desired...

Steve@iFLYflat

Virgin to offer customer loyalty program points as petrol currency

Read more

Latest Podcast

More podcasts

Sign in