Mobile dominates digital consumer screen time, says IAB/Nielsen

Latest figures from the IAB/Nielsen Mobile Audience Measurement Panel Pilot shows mobiles representing 52 per cent of total digital screen time in June

Mobile devices are dominating digital screen times, according to the latest consumer data insights from the IAB/Nielsen Mobile Audience Panel Pilot Study.

According to its latest figures, mobiles represented 52 per cent of the total digital screen time for consumers during June. The average digital screen time per month was 38 hours for desktop and laptop devices, 29 hours for smartphones (both browsing and apps) and 24 hours for tablets (browsing and apps).

Application usage dominated total smartphone and tablet usage at 86 per cent, with social and gaming activities top of the list, although the IAB/Nielsen report said browsing on both types of device has spread across a range of different categories.

The latest data also noted consumers are increasingly reading news on their mobile devices, with 14 per cent of smartphone browsing spent on news sites in Australia. This compared to 11 per cent in the US. The information is based on a panel of 1500 people covering a variety of ages and incomes.

In a statement, IAB Australia director of research, Gai Le Roy, said a comparison of Australian’s behaviour on phones to the US demonstrated that we are an incredibly social bunch, spending nearly half of all application time on social networking brands.

“We have seen for many years that Australians are heavy users of social media across all platforms,” she said.

“Marketers should keep in mind that consumers are device-agnostic, but when it comes to design, measurement and marketing there need to be different considerations.”

IAB Australia said it expects its forthcoming digital advertising industry report for March-June, in partnership with PricewaterhouseCoopers, would show mobile representing at least 25 per cent of digital display.

“If you're not spending at least quarter of your digital marketing budget on mobile you should ask yourself why not,” Le Roy said.

Nielsen regional product lead for mobile, Alex Smith, agreed.

“It’s important that mobile use is considered as behaviour, not just a channel,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

We supply petroleum product such as JP54, D2, D6, JET A1, Serious buyer should contact now for SCO in order to work with seller workable ...

Vico Peißker

ACCC releases Consumer Data Right draft framework for comment

Read more

What is your opinion about chatbots serving your customers? My belief is bots are going to be the future of customer service and fulfilme...

Giridhar Prathap Reddy

NAB taps power of AI chatbots for business customer service

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...

Julia Summer

Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices

Read more

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Latest Podcast

More podcasts

Sign in