It’s been a year since I compiled my latest digital stats summary and so I felt I was long overdue to provide another one.
A lot can happen in a year, it was only yesterday my son was born and next week we are celebrating his first birthday (now you know why it’s been a while between drinks).
In digital a year is like a decade and the statistics demonstrate just that. With consumer consumption across the majority of channels and devices continuing to show upward growth – the biggest thing marketers need to be thinking about is how to reach the connected consumer in a orchestrated fashion.
Whilst building channel strategies is important often these are done with little consideration to the customer journey. It’s time for marketers to build blended strategies and understand consumer behaviour across various channels on the path to purchase to minimise marketing investment / waste and maximise value derived from digital efforts. I often talk about spray and pray in the email space and as brand investment has continued to grow we are seeing a similar approach applied to other key channels like social, display and more. Advertising networks including social, news publishers and beyond are innovating heavily to aid marketers to become more targeted and reach consumers at various stages of the path to purchase rather than just at the awareness phase. To do so marketers need to start taking a risk in Australia, testing and learning in this space to improve returns from digital budgets.
Over the coming few years, brands who leverage these innovations and combine it with their own consumer data to drive sophisticated, relevant and timely digital strategies will rise above the pack.
Now onto the stats…
Mobile & Tablet Usage
1. The percentage of Australians owning 3 electronic devices – a smartphone, a tablet and a laptop – has climbed to 53 per cent, from 28 per cent last year – Deloitte Australia, July 2014
2. 56% of Australians own a tablet device up 12% over the past 12 months – Sensis eBusiness Report, September 2014
3. 77% of Australians now own a smartphone up 5% over the past 12 months – Sensis eBusiness Report, September 2014
4. 55% of mobile web users now use mobile as either their primary or exclusive means of going online, an increase from 40 percent in 2013 – InMobi Report
5. Of those Australians who have an internet enabled phone 53% access the internet more than 5 times a day – with one in 5 accessing it more than 15 times a day – Sensis eBusiness Report, September 2014
6. The average mobile user consumes 6.7 hours of media per day, with mobile (23.3%) almost surpassing television (23.8%) in terms of time spent – InMobi Report
7. Tablet ownership is highest amongst Millenials and generation Xers. Over the past 3 years, 67 year olds and over (the Matures) have shown the greatest increase in appetite for tablets and are the only age group to have higher ownership of tablets than smartphones – Deloitte Media Consumer Survey
8. Tablets continue to be used primarily for content consumption rather than content production or creation. Tablet usage in Australia differs across age groups. Boomers and Matures tend to use their tablets for communications, reading the news and e-books, as well as for online banking and taking photos. Millennials and Xers are more likely to use their tablets to watch TV shows and listen to music – Deloitte Media Consumer Survey
9. Australians spend an average of 3.3 hours online for personal use as compared to 2.2 hours watching TV – TSN
10. The Internet as a preferred source of entertainment continues to grow at the same rate as in previous years (10% YOY growth over the past 3 yrs), it will eclipse watching TV in the coming year heralding a significant digital tipping point in our media habits – Deloitte Media Consumer Survey
11. Connected TV use in Australia lags compared to other markets at 42% vs China (83% of those surveyed), the US (58%) and Italy (51%) perhaps due to the limited content offered locally – Deloitte Media Consumer Survey
12. When it comes to online video, men lead the way in terms of consumption whilst the number of viewers across male and female are evenly split men watch 155 streams a month on average, vs. 138 for women—or 12.3% more. They also spent about three-quarters of an hour longer watching those streams – Nielsen Online Ratings & Hybrid Streaming
13. Overall in February 1.1 billion videos were streamed from YouTube with an average time spent among video viewers of 5 hours 43 minutes – Nielsen Online Ratings & Hybrid Streaming
14. e-books are on the rise with almost 32% of Australians purchasing e-books. 66% of those who purchase e-books are reading more digital books than printed books – Deloitte Media Consumer Survey
15. Australian consumers are not willing to pay for news online with 92% of Australians saying that they would not pay, as they believe there is enough information available for free – Deloitte Media Consumer Survey
16. Traditional news formats continue to decline, with 32% of Australian survey respondents now indicating that keeping up to date with breaking news is one of their top 3 reasons for using social media – Deloitte Media Consumer Survey
17. For the year to July total online sales grew by 8.6% to reach $15.6 billion, online sales are now equivalent to about 6.6% of traditional retail spending, up from 6.3% for the same time last year – NAB, July 2014
18. 3 in 4 Australians are spending more than $2,500 each year buying goods and services over the internet – Sensis eBusiness Report, Sept 2014
19. Males are more inclined to make more purchases online, spending on average $3100 compared to $2100 for females – Sensis eBusiness Report, Sept 2014
20. Almost as many Australians reported purchasing on tablets (27%) as mobile phones (30%) over the past 12 months despite higher ownership of mobile phones – Sensis eBusiness Report, Sept 2014
21. On average, 26% of online purchases from Australians are made from businesses located overseas, which has fallen from 32% last year. Australians in the younger age demographics tended to report higher proportions of their online purchases coming from overseas – Sensis eBusiness Report, Sept 2014
22. Age is correlated with the number of connections Australians have online with those 14 – 19 boasting average 511 connections, whilst those 65+ having on average 88 connections – Yellow Social Media Report
23. 95% of Australian social media users are on Facebook – Yellow Social Media Report
24. 61% of social media users under 20 use Snapchat – Yellow Social Media Report
25. 19% of female social media users use Pinterest – Yellow Social Media Report
26. 71% of Australians now use their smart-phone to access social media sites – whilst tablet usage isn’t far behind laptop computer usages at 39% and 55% respectively – Yellow Social Media Report
27. Video advertising grew 76% to reach $196 million during the 2014 financial year – Interactive Advertising Bureau (IAB) Online Advertising Expenditure Report.
28. Online advertising expenditure for the 12 months reached $4.387 billion, 22% higher than last year’s result. Search and directories was the largest part of the pie at 52%, followed by general display (29.2%) and classifieds (18.8%) – Interactive Advertising Bureau (IAB) Online Advertising Expenditure Report.
29. Mobile advertising has grown strongly reaching $620m in the year to 30 June, making it now larger than the total magazine market – Interactive Advertising Bureau (IAB) Online Advertising Expenditure Report.
30. 36% of Australian survey respondents expressed some concern about their social networking posts/tweets being used for advertising or promotion purposes, with 17% ‘extremely concerned’ about it – Deloitte Media Consumer Survey
Watch: Australian Digital Media and Digital Economy Statistics