Nielsen: Australian Online Consumer Report 2011-2012

Posted by IAB Australia On March 05, 2012 Audience Measurement and Nielsen, Research & Resources

Key findings from the Nielsen Australian Online Consumer Report insights include:

  • Time spent accessing mobile internet continues its upward trend: 4.2 hours per week, up 20% from 3.5 hours in 2010.
  • Tablet computers more than doubled in penetration among Australian homes: 18% of households now own a tablet computer up from 8% in 2010 and forecast to be in 39% of homes by 2013
  • Multi‚Äźscreen behaviour is now a daily habit and presents opportunities to stimulate action or engagement across screens. Six in ten online Australians have used the internet while watching TV; more than one third do it on a daily basis.
  • Day part analysis reveals online shopping and browsing most popular in the evening: More than one in five online Australians shop/browse online between 6pm and 10pm.
  • More Australians have embraced social platforms to connect with brands: One of the key areas of participation with social media in 2011 was in ‘Liking’ brands (now 57% up from 46% in 2010).

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.

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