Nielsen: Online Landscape Review Report – July 2012

Posted by IAB Australia On August 01, 2012 Advertising Expenditure

In addition to Nielsen’s monthly update of the Australian Online universe, for this edition Nielsen have included the following spotlights:

– The important online Baby Boomers market segment of Australians 50 – 64 years of age, a 15 year age group who in July represented 3.2 million online consumers. They are almost as engaged as their younger cohorts, with 2,882 average views and spending 95 hours a month online. This lucrative and rapidly growing consumer segment shares many similarities with the U.S. Baby Boomer market, including neglect by many marketers

– They reveal extracts from Nielsen’s U.S. Baby Boomers Report, which indicates that in just five years, close to 50% of the U.S. population will be 50 and older and they will control 70% of the country’s disposable income. While it’s well established that Boomers have the most money to spend, there still exists a bias to believe that older people spend less of what they have. A link to download the report is included.

– How digital influences the way we shop around the world’ provides insights from the just released, Nielsen Digital Global Shopping Report. These include findings that 61% of respondents said the Internet was their go-to-source for conducting grocery shopping research, and Asia-Pacific respondents reported a nine point increase for shopping via online-only websites.

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.