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
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...
Paul F
Driving digital marketing effectiveness