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.
Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...
Hans Jensen
Explainer: What marketers need to know about cryptocurrency
Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...
Dave Sigurd
Gartner: Digital isn't enough of a superpower for CMOs anymore
I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...
Dave Sigurd
CMO's top 8 martech stories for the week - 9 June 2022
Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...
Dave Sigurd
Creating a marketplace for wellness
A solution for an retail industry data extraction. https://e-scraper.com/usefu...
"e-Scraper" Data Extracting
Catchoftheday launches fee-based online shopping club