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Nielsen: Ten Year Analysis Reveals Australians’ Thirst For Connected Devices

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  • Australians spending almost a day per week online
  • More than a third of online Australians own connected devices that didn’t exist 10 years ago
  • 38 per cent of Australian households have four or more internet enabled devices
  • 7 in 10 Australians are active social media users

SYDNEY, AUSTRALIA, 18 NOVEMBER, 2013 – The majority of Australians, 82 per cent, now spend an average of 23.3 hours online each week, an increase of 3.5 times during the past 10 years when just 6.7 hours were spent online by 73 per cent of Australians (2003).

Nielsen, a leading global provider of information and insights into what consumers watch and buy, today released a comparative study of Australian connected consumers in 2003 versus 2013 highlighting the extreme rate of change across the media and marketing landscape.

“Australians have adapted aggressively to the changing media landscape, consuming considerably more media across more devices over the past ten years,” commented Melanie Ingrey, Cross-Platform Research Director at Nielsen. “When we look at how consumers obtained information and engaged with brands 10 years ago, it’s as if we’re looking at an entirely different industry playing field today.”

The comparative insights highlight an explosion in internet-connected devices. Today, 38 per cent of Australian households have four or more such devices in their home – and close to three-quarters (74%) are dual-screeners who consume TV and internet simultaneously. Australians have shifted toward portable devices, affording them greater flexibility and more occasions of online access – laptop ownership has increased from 33 to 77 per cent over 10 years – while ownership of desktop computers has decreased by eight per cent from 80 to 72 per cent.

“Our 2013 Australian Connected Consumers Report found that Australians spend the equivalent of almost one whole day each week online – up 350 per cent on 10 years ago” says Ingrey. “More than a third of online Australians today own connected devices that didn’t exist for the mainstream population 10 years ago: smartphones, tablets, internet-enabled game consoles and smart TVs. We’re seeing a real emergence in consumer interaction via these devices – for example the explosion of Social TV via Twitter and Facebook feeds, and other apps that encourage active participation while viewing programmes on the main screen.”

Nielsen’s research also shows that seven in ten Australians actively use social media, and 60% are active Facebook users – a major behavioural shift considering that Facebook did not exist a few years ago and back in 2003, less than one in ten online consumers engaged in any online social networking activities.

To support the increase in online content consumption, marketers have responded accordingly. Today, online advertising sees 27 per cent of the total ad spend pie—up eight-fold (from 3%) from 2003.

“With so many touch points out there, the opportunities to connect and engage with consumers are growing. What’s more, the mobility of these devices facilitates online media access across a range of locations and situations, providing brands an opportunity to engage with consumers at the right time, in the right place.

Our study of Australian Connected Consumers has been conducted for the past 16 years. When we look back over the evolution in consumer behaviour, it’s astounding to think about the changes to the media and marketing landscape that have been brought on by digital. We predict that digital will continue to shake up the industry as it is adopted and developed at an exponential rate. It is important for marketing teams to follow these trends and work to push the boundaries in order to deliver on, or above, their customers’ ever-changing expectations.” concluded Ingrey.

The 2014 edition of the Australian Connected Consumer Report is now available for pre-subscription.

About the Nielsen Australian Connected Consumers report

The Australian Connected Consumers Report (formerly known as The Australian Online Consumer Report) is a culmination of Nielsen’s two annual studies of online consumers: The Australian Internetand Technology Report, published 1997-2009; and The Australian Social Media Report, published 2007-2009. The 2012 report analysed the responses of 5,034 online Australians aged 16 years and above (2,407 males and 2,627 females) through an online survey methodology.

N.B. Due to the approaching saturation of internet penetration in Australia, Australian Connected Consumers focuses on online Australians. There is no analysis of the behaviours or profile of Australians who do not use the internet.

About Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.

Contact

Sarah Corry, ICON International Communications, + 61 450 803 881, scorry@iconinternational.com.au