Since it has been a good 6 months since I have compiled a summary of Australian digital statistics, I felt it’s a good time for us to reflect on the second half of 2010. Enjoy!

Social – Facebook Usage
1. In December 2010 there were 9,361,520 Australia’s actively using Facebook.
2. In December 2010 – users by age group were as follows – 35% or roughly 3.2 million subscribers fell into the 20 to 29-year-old category. At 21% or nearly two million users each are the 30 to 39 and 13 to 19 age bands. More than 1.2 million users are in the 40 to 49-year-old band that makes up 13% of the total. And about 732,000 people between the ages of 50 and 59 form 8% of the total. The remaining 210,000 are aged 60 and above.
3. Facebook represents almost 1 in every 5 pages viewed on the web by Australians during September 2010. Facebook’s 19.3% share swamps Google.com.au’s 7.4% share of page views.
4. The average session time for a user visiting Facebook during September 2010 was 28 minutes and 58 seconds.

Sources
http://www.theaustralian.com.au/news/features/email-is-so-passe-for-facebook-generation/story-e6frg6z6-1225981885878
http://weblogs.hitwise.com/alan-long/2010/10/12_things_you_need_to_know_abo.html

Video
5. More than three quarters of online Australians (77%) watched video content on their computer at least once in September and a further 26% watched video on their mobile phone.
6. In October 2010, Australian video viewers consumed an average of nearly 8 hours of video.
7. Males spend a significantly longer amount of time viewing online video than females. On average, males watched just over 10 hours of online video in October, while females averaged 5.2 hours. Males also consumed a higher number of videos on average at 113 videos per viewer, compared to females at 72 videos per viewer.

Sources:
http://www.nielsen-online.com/pr/OCR_GOS-oct10.pdf http://www.comscore.com/

Mobile
8. According to the AIMIA mobile survey, the proportion of respondents who own a Nokia or Motorola handset has declined over the last few years, while those owning an Apple handset has increased. The top handset brands of respondents this year were Nokia (41%), Apple (21%), Samsung (12%), Sony Ericsson (9%), LG (6%), Motorola (3%) and Blackberry (3%).
9. 24% of respondents used their mobile phone for banking at least on a monthly basis, compared to 19% last year.
10. 12% of respondents used their mobile phone to buy things for their mobile phone at least once on a monthly basis, compared to 10% last year.
11. 9% of respondents used their mobile phone to buy things not for their mobile phone, at least on a monthly basis, compared to 8% last year.
12. In September 2010, one third of Australians (36%) accessed the Internet via their mobile phone in the past 30 days and 13 percent accessed the Internet via a handheld media device other than a mobile.

Sources;
http://www.aimia.com.au/home/news/member-news/aimia-releases-sixth-annual-australian-mobile-phone-lifestyle-index
http://www.nielsen-online.com/pr/OCR_GOS-oct10.pdf

Online Shopping
13. In the past year, shoppers have spent $10 to $12 billion online, about 5 per cent of total retail sales of $250 billion.
14. Market researchers Frost & Sullivan predict that online spend will grow to $18 billion by 2014.
15. Online spending grew 12% in Australia in 2010

Sources;
http://www.smh.com.au/business/switchedon-consumers-signal-sea-change-in-retail-20110107-19iq7.html

Online Advertising
16. According to the PricewaterhouseCoopers’ Media and Entertainment Outlook 2010 – 2014 report, online advertising in Australia is forecasted to grow at a compound annual growth rate of 15.4% every year for the next four years. While the same forecast for print growth is 1.9% and for free TV is 3.9%.
17. In Q3 2010, general display and classifieds advertising accounted for 26.5% and 24.6% respectively, of total advertising expenditure, while search & directories advertising comprised of the remaining 48.9%.
18. CPM based pricing continued as the dominant expenditure type with 75% of advertising expenditure allocated to CPM buys whilst 25% was on a direct response basis.
19. Finance, motor vehicles and computers & communications continue to be the dominant industries using general display advertising, comprising 44.3% of the general display spending. Motor vehicle (manufacturers) was the largest subcategory at 10.5% of general display spending for the quarter, marginally down from 10.7% in Q2 2010.

Source;
http://www.iabaustralia.com.au

© Digital Marketing Lab Blog
Written By: Teresa Sperti