31 Insightful Facts about Australians Internet Usage

It’s been a long time between drinks but I have finally found the time to collate my latest stats compilation for the Australian digital market. So to make up for it I have compiled over 30 insightful statistics into the digital market down under.

General Statistics

1. Australia’s internet audience reached 16.2 million in May 2012 – Nielsen Australian Online Landscape Review

2. Six in ten online Australians have used the internet while watching TV; more than one third do it on a daily basis – Nielsen, Australian Online Consumer Report

Mobile & Tablets

3. An estimated 18% (up from 8%) of Australian households now own at least one tablet device. Tablet devices are forecast to reach 39% of homes by 2013 – Nielsen, Australian Online Consumer Report

Nielsen Australian Online Consumer Report Technology Ownership

4. An estimated 48% of Australians aged 16+ years own a smartphone (35% in Q1 2011) – Nielsen Australian Multi-Screen Report

5. Time spent accessing mobile internet continues its upward trend: 4.2 hours per week, up 20% from 3.5 hours in 2010 – Nielsen, Australian Online Consumer Report

6. 71% of Australians have access to the internet from their phones, but only five per cent use their phone to make a purchase – MasterCard Online Shopper Survey

7. 17 per cent of Australians were willing to use a mobile service to pay for goods in-store – MasterCard Online Shopper Survey

8. A recent IPSOS Research / Google survey revealed of those who owned a smartphone, 49% had purchased an iOS device, 25% used Android, 8% had a Symbian and 4% had a Windows Phone – Our mobile planet: Australia – understanding the mobile consumer’ report

9. 24% of Australian smartphone users take their phones with them when shopping to research products, and 22% of them change their minds while in-store about a purchase after completing a mobile search – Our mobile planet: Australia – understanding the mobile consumer’ report

10. 57% of smartphone users actively searched on their mobile device after seeing an ad on TV – Our mobile planet: Australia – understanding the mobile consumer’ report

11. 61% of mobile users are unlikely to return to a site that they had trouble accessing from their phone – Our mobile planet: Australia – understanding the mobile consumer’ report

12. Australia has the second highest smartphone usage by population density, second only to Singapore – Our mobile planet: Australia – understanding the mobile consumer’ report

13. 51% of smartphone users access internet via their mobile multiple times a day – Our mobile planet: Australia – understanding the mobile consumer’ report

14. On average Australians have downloaded 28 apps on their smartphone, however only 10 of those apps have been accessed in the past 30 days – Our mobile planet: Australia – understanding the mobile consumer’ report

AIMIA Yellow Pages ResearchSocial Media

15. 62% of Australian internet users, use social media sites, of those users 36% access social networking sites at least once a day – AIMIA Yellow Social Media Report

16. 97% of those using social media sites – use Facebook. Year on year usage of LinkedIn grew from 9% to 16%, whilst Twitter usage grew from 8% to 14% – AIMIA Yellow Social Media Report

17. Australian social media users have, 227 friends and followers on average, however they have seen less than half of them face-to-face in the past year – AIMIA Yellow Social Media Report

18. More than half of social media users are accessing social media sites through their smartphone. – AIMIA Yellow Social Media Report

TV Programs on Social Media

19. 33% of social media users, discuss TV programs on social media whilst watching the show – AIMIA Yellow Social Media Report

20. 71% of Australian internet users have read other consumers’ opinions and discussions about brands online and 59% watch online videos to help inform their purchase choices – Nielsen Australian Online Consumer Report 2011‐2012

21. 71 per cent of Australian internet users check their email at the beginning of the day while only 17 per cent will check Facebook – ExactTarget Digital Down Under Report

22. The last thing 47% of the Australian consumers do before going to bed is check email; 27% check Facebook – ExactTarget Digital Down Under Report

23. Facebook users visit the site on average 16 times a week – ExactTarget Digital Down Under Report

24. Australians spent an average of 3 hours and 15 minutes per month watching any online video (not just television broadcast related content) in Q1 2012, up from 2 hours and 7 minutes in Q1 2011 – Nielsen Multi-Screen Report

Online Purchasing Behaviour
25. Australian businesses received online orders worth $189 billion in the 12 months to 2010-11. This figure is up from $143 billion in 2009-10. – Smart UpStart (ABS Statistics)

26. More than one in five online Australians shop/browse between 6pm and 10pm – Nielsen Australian Online Consumer Report 2011‐2012

27. Older generations prefer to purchase from Australian sites with those aged 50 to 64 years old making online purchases from retailers located onshore 71% of the time – MasterCard Online Shopper Survey

28 Gen Y are more likely to shop overseas with 42% of all online purchases made by 18-24 year old shoppers made through international retail sites – MasterCard Online Shopper Survey

29. 44% of Australian shoppers said they would move on if a page takes more than 15 seconds to load – Roy Morgan Research

Online Advertising

30. 15.6 billion display ad impressions were delivered online in Australia, reaching 15.1 million Internet users in January 2012 – comScore

31. Facebook accounts for nearly 1 in every 4 (23%) display ad impressions in Australia – comScore

Watch this Video on Social Media Marketing Strategy:


AIMIA / Yellow Social Media Report – http://www.aimia.com.au/social-media-report
Australian Multi-Screen Report – http://www.nielsen.com/au/en/news-insights/press-room/2012/australia_s-multi-screen-report-for-q1–2012-shows-television-vi.html
Australian Online Consumer Report – http://www.nielsen.com/au/en/news-insights/press-room/2012/new-online-activities-services-and-devices-bringing-australians-.html
ComScore Ad Metrix –
Nielsen Australian Online Landscape Review www.iabaustralia.com.au/images/uploads/Nielsen_Online_Landscape_Review_May_2012_Media_Pack.pdf
ABS Statistics – http://www.startupsmart.com.au/internet/mobile-web-searches-surge-as-online-orders-hit-$189-billion-a-year/201206276742.html
Herald Sun – MasterCard Survey Results –http://www.heraldsun.com.au/news/in-store-shoppers-pay-by-smartphone/story-e6frf7jo-1226410642276
Google Mobile Planet – http://mumbrella.com.au/australian-mobile-users-more-sophisticated-than-us-or-uk-counterparts-says-google-australia-92082
Google Mobile Planet – http://www.thinkwithgoogle.com/mobileplanet
ExactTarget Digital Down Under Report Findings – http://www.mtmag.com.au/australians-online-around-the-clock-survey/
ExactTarget Digital Down Under Report Findings – http://anthillonline.com/1824-94100-maximum-internet-down-under/
Mastercard Online Shopper Survey – http://www.mastercard.com.au/media-releases/03222012.html
Roy Morgan Research – http://www.powerretail.com.au/insights/selfish-impatient-australian-shoppers/


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End of Financial Year Performance – Digital Style

There has definitely been staggering growth in the Australian digital space during the 1st 6 months of the year. With a new financial year upon us I have no doubt that companies in Australia will continue to shift funding from offline to online. Thus I felt it timely to release a compilation of general digital statistics from the first half of 2010 to assist marketers and agencies alike to build their business case for online marketing initiatives. Enjoy!

eCommerce & General Internet Usage

1. Online Internet Usage in Oz – According to Nielsen, Australians spend an average of 17.6 hours a week online, making up 33 per cent of their total media time.
2. Online retail spend in Australia – eBay-owned payment company PayPal predicts online retail spending to reach $33.8 billion in Australia by 2012 – a significant increase on the $24 billion generated during 2009.
3. Loss of online sales to international providers – 40% of Australians online spend is going to overseas stores. Compare this to the US who are losing 10% to overseas counterparts and this crystalises the impact of delayed online investment by Australian retailers.
4. Average consumer online spend Australia – According to Frerk-Malte Feller, Managing Director, PayPal – in the last six months alone the average consumer spent $1,223 online, an increase of $130 from the second half of 2009.”
5. Retailer online investment in 2010 – According to a Forrester report released in July “online retailing in Australia 2010: Marketing, merchandising and customer service”, 69% of retailers are planning to invest in improved site content and 66 per cent will spend more time on online marketing to drive sales & growth.
6. Online purchasing frequency – According to the ACRS’ latest report: “Value and Optimisation in Multi-Channel Retailing”, approx 36% of Australians are making purchases online at least once a month and 6% are buying online once every week.
7. Online / Offline Channel Effect – According to the ACRS by 2012, nearly half of all retail transactions are expected to be executed by consumers crossing channels – making multi-channel retailing essential.

Social Media

8. Social Network & Forum Usage – According to Hitwise Australia social networking and forum usage increased 36.1% in the past year and overtook search engines as the most visited industry by Australian Internet users in March 2010.
9. The power of online WOM – According to a survey conducted by RightNow 16% of Australian consumers said they had stopped doing business with a company because of a social media discussion they had seen about how the company treats customers. Another 16% stated they had also seen a positive consumer discussion about a company and had gone on to make a purchase.
10. Influence of Online Reviews – A study by RightNow found more than half of respondents (58 per cent) deemed customer reviews and feedback online to be the most important source to influence decision making, of least importance was advertising in any shape or form.
11. Online Community Usage – Australians look to communities of interest such as parenting or sports sites as a key channel for social media discussion – 62 percent of Australian Internet users visited a message board or forum in 2009.
12. Online Video Usage – Australians have a huge interest in online videos and this continues to grow. In January 2010 alone, Australians consumed 33 million videos online daily.
13. LinkedIn Members – LinkedIn has seen one of the fastest growth trends amongst social media sites in Australia, with unique audience numbers increasing by 99 percent from July 2009 to May 2010.
14. Twitter Users – According to Tribalytic Twitter subscribers in Australia are estimated to stand at 2.5 million.
15. FourSquare Members – According to socialmedianews.com.au Sydney FourSquare users have reached the 60,000 mark.

Mobile Statistics

Mobile Internet Usage16. Australian Mobile Internet Usage – Australians’ ownership of internet enabled phones now sits at 43 per cent, with 29 per cent regularly using it to search, email, find maps and share their lives on Facebook, Twitter and MySpace.
17. Mobile Internet Behaviour – Internet searches are the most popular online activity on the phones. Some 73 per cent of mobile internet users users conduct online searches by mobile now, compared with 30 per cent a year ago.
18. Mobile Device Share – Nokia has 35% share of handsets in Australia vs Apple’s at 28%. Apples share is expected to reach 61 per cent this year, according to MediaSmart.


19. Search Engine Market Share – According to Hitwise for the week ending the 10th of July 2010, Google’s market share in Australia equated to 92.52%, Bing was 3.44% and Yahoo was 2.39%.
20. Political Term Search Growth – Given the upcoming election this last one is a timely. Political related search terms are on the rise – Yahoo recorded a 6829.44% rise on the search term ‘Julia Gillard,’ a huge 8164.49% increase on the term ‘Julia Gillard biography’ and a 2600% increase on ‘Julia Gillard pics,’ from Wednesday 23 June until Friday 25 June. Additional search terms on the rise at Yahoo! included, ‘Australian Labor Party’ (2597.72%), ‘Tony Abbott’ (3107.65%), ‘Kevin Rudd’ (3106.67%), ‘Kevin Rudd biography’ (2042.72%) and ‘Julia Gillard MP’ (1334.60%).

Watch: The growth of eCommerce and eBusiness in Australia in 2010?





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