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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

Read more

There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

Read more

Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in