Report: Mobile app time dominates Australian smartphone usage

Latest IAB and Nielsen report finds smartphones are the most used digital device by Australian consumers

Australian smartphone owners spent almost 35 hours engaging with digital content either via the Web or an installed app during August 2015, a new report has found.

According to the latest IAB Australia and Nielsen Mobile Ratings Report, time spent on smartphone is now higher than any other digital devices, accounting for 43 per cent of total time. Desktop usage by contrast, was 39 per cent, while tablet usage was 18 per cent.

Social networks took up the largest share of time on smartphones (35 per cent of time), followed by entertainment (16 per cent) and gaming (12 per cent) content. Social was also the most commonly accessed content on tablet devices (28 per cent), but gaming was more prevalent than entertainment on tablet devices (23 per cent versus 20 per cent).

Overall, consumers spent close to 33 hours on smartphone apps, and just over four hours on browsers each month. This figure dropped to 3.7m on tablet devices.

Listening to music or music-related content was accessed by 8.2 million Australians on smartphones, making it the second-largest driver of active reach and unique audience within the entertainment category during August.

The report was based on a panel of 2500 Australian mobile users over 18 years of age taken during August and is the second edition of preview data in advance of IAB and Nielsen’s new Digital ratings Monthly report being released in 2016. The report is replacing the pair’s Mobile Ratings Report, and pre-empts plans for a daily Digital Contents Rating digital audience data initiative planned for launch in mid-2016.

Nielsen Media Industry Group head, Monique Perry, said the report provided some clear insights into the behaviours of Australian on their mobiles.

“We are seeing that usage on mobiles is typically characterised by short, frequent sessions,” she said. “The sessions are less than one –third of the length of PC sessions on average, at around nine to 10 minutes per session, but more than three times as frequent.”

The report also looked into the top news and information content on smartphones and found the SMH dominating both smartphone and tablet usage, followed by news.com.au. On smartphones, ABC News came in third, followed by Daily Mail Australia and Yahoo7. In contract, ninemsn was third on tablet devices, followed by Daily Mail Australia and ABC News.

IAB research director, Lisa Walsh, said understanding which devices consumers are using along with the combination of usage across devices was important for marketers looking to design a total consumer experience campaign for their brands.

“This report… is able to quantify the importance of mobile media audiences from a marketing investment perspective,” she said. “We’re already seeing some very compelling data, which the industry can use to better reach their audiences.”

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

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
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Attention marketers, it’s the small things that make a big difference

Marketers spend their careers searching for the formula that can improve the bottom line for their brands. Most new marketers also come into a role and feel like they need to put their own stamp on things.

Peter Pynta

CEO APAC, Neuro-Insight

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in