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

How to keep your B2B marketing job for the next 5 years

B2B marketers are in the hot seat. As the customers’ buying journey shifts online, B2B marketers must exert influence and build trust with their prospects in a new way.

Collective Intelligence: The power of smarter, quicker team thinking

When we think about the bottom line in business, the immediate jump is fiscal performance. But if you're serious about future-proofing your business, then you need to be ready to think outside the box of traditional success measures.

Janine Garner

Founder and CEO, LBDGroup and author

Can the data-led creative please stand up?

The data land grab is full steam ahead. Media agencies, brands and tech players are all scrambling over one another to develop data and insights capabilities and to own the space.

The most successful start of any change is the recognition of its need. Australia is by no means the only country struggling with custome...

Denyse Drummond-Dunn

Report: Aussie CMOs strive for customer centricity but hindered by pace of change

Read more

Chris - good list for a staff marketer. But a CMO must become conversant and familiar with strategic corporate finance. This is now a c...

Ed Marsh

How to keep your B2B marketing job for the next 5 years - Marketing leadership - CMO Australia

Read more

Hmm ... another pondering example of VR technology's use for place-teleportation.http://www.virtualrealitytimes...

VirtualReality Times

Virtual reality provides platform to showcase Brisbane winter experiences

Read more

Hi Nadia, I think it will be interesting to see how this space evolves since, as you mentioned, more and more brands will be getting in o...

Lauren Jung

How to engage in influencer marketing: The controversy and the opportunity

Read more

Thanks for the feedback Lauren. The big question I have is whether consumers will continue to inherently trust in the blogger's commentar...

Nadia Cameron

How to engage in influencer marketing: The controversy and the opportunity

Read more

Sign in