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Zuni Uni_Nielsen Australian landscape with an ecommerce focus
 

Zuni Uni_Nielsen Australian landscape with an ecommerce focus

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    Zuni Uni_Nielsen Australian landscape with an ecommerce focus Zuni Uni_Nielsen Australian landscape with an ecommerce focus Presentation Transcript

    • Presented by Melanie Ingrey and Chad Taylor Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • What we will cover… Online Audience Measurement – How do we report ‘people’? An update of the Australian digital landscape eCommerce – A deep dive into Online Shopping Measuring the effectiveness of campaigns – Reach, Resonance and Reaction results from Nielsen’s IAB Listerine Study 2 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • NIELSEN DATA SOURCES Spend/Measurement Effectiveness Single Source Custom Creative Online Ratings Ad Effectiveness Consumer & Adex Quant Surveys (Hybrid/ (Intercept survey/ Media View (Spend by Media) (Cust Satisfaction)Market Intelligence) panel) (4 way fused) Cross Media Ad or Online Ratings AdRelevance Quant Surveys Program Homescan Panel(VideoCensus/MI) (Online) (Client/Industry) Effectiveness Online Ratings Campaign Reach MediaPix Syndicated Reports (Mobile ODM/MI) Delivery Reports (All Media creative) (AOCR) Social Media Focus Groups/ Sales Effectiveness (BuzzMetrics) Affinity Groups Online Campaign Dashboards Ratings Analytics (Nielsen tools or via McKinsey) 3 Copyright © 2010 The Nielsen Company. Confidential and proprietary. 2012
    • Nielsen Online Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Online Ratings providing robust people basedmetrics Representative Comprehensive Consistent Key benefits for the industry 1 Captures data from all sources 2 Measures people not computers, browsers, devices 3 Enables cross-media measurement 4 Consistent market-wide rules ensure a level playing field 5 Accurate representation of ad inventory and audiences 5 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • At Nielsen, to accurately measure allAustralians, we construct a quality panel We conduct High quality opt- Establishment in panel of Surveys and consumers - follow stringent comparable to quality control Television panel procedures We recruit to ensure a Ongoing Panel statistically Management and representative IAB Health checks sample of ensure quality and 6 all online robustness consumers Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • Previously the market has relied onunique browsers that don’t measurepeople140,000,000 Australia Browser/cookie120,000,000 universe continues to grow100,000,000 80,000,000 60,000,000 Monthly MI UB RDD/Online Monthly NV UA 40,000,000 Methodology Update Australian population 20,000,000 22.7 million in 2011 0 Hybrid universe 7 commences Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • Key OnlineKey Online Statistics – April 2012 Statistics – March 2012 15.3 Million Australians Online – Down 5.1% 41 Billion Page Views – Down 2% 27 Billion Minutes Spent – Steady 15.3 Million Methodology Change Australians 12.4 Million Australians Methodology change 8 An overall audience decline recorded for April due to both the Easter and School Holidays falling during this monthCopyright © 2012 The Nielsen Company. Confidential and proprietary. Copyright © 2010 The Nielsen Company. Online Ratings proprietary. Source: Nielsen Confidential and April 2012
    • DemographicBreakdown – April 2012 2012 Gender Breakdown – March 7,448,000 Number of Online Australians 7,809,000 2,996 Average pages viewed per month 2,681 81 Number of Sessions per month 76 82:00 Average PC time per month 73:05 (HH:MM) 9Copyright © 2012 The Nielsen Company. Confidential and proprietary. Copyright © 2010 The Nielsen Company. Online Ratings proprietary. Source: Nielsen Confidential and April 2012
    • Demographic Breakdown – April 2012 2-17 18-24 25-34% of Online Aus 10.1% % of Online Aus 12.9% % of Online Aus 17.5%Average PV’s 848 Average PV’s 2,231 Average PV’s 3,501Average PC time 16:18 Average PC time 48:46 Average PC time 93:21 35-49 50+ % of Online Aus 32% % of Online Aus 27.4% Average PV’s 3,669 Average PV’s 2,545 Average PC time 96:45 Average PC time 83:00 Source: Nielsen Online Ratings April 2012 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Top 10 Brands – April 2012 Top Brands – March 2012 Unique Audience Page Average Time Audience Change Brands (000) Mar 12 Views (000’s) Spent (HH:MM) Month on Month Rank (Feb 12) Google 13,425 3,282,641 01:59 -5% 1 Facebook 10,795 8,494,555 08:31 -2% 2NineMSN/MSN 10,439 1,400,994 01:33 -2% 3 YouTube 8,946 840,359 01:14 -4% 4 Microsoft 8,425 45,551 01:21 -1% 5 Yahoo!7 7,816 869,708 01:11 -3% 6 Wikipedia 6,947 164,681 00:21 -4% 7 eBay 6,846 1,577,852 01:51 -1% 8 Apple 6,409 70,239 01:14 -6% 9 11 Blogger 4,519 60,891 00:11 3% 10 Copyright © 2010 The Nielsen Company. Online Ratings proprietary. Source: Nielsen Confidential and April 2012
    • Top 10 Brands – Stickiness – April 2012 100% Time Visits Per Active Bubble Size = Time per Person Brands Per 90% Person Reach Person 80% Google 32.22 88% 1:58:35 70% Facebook 31.46 71% 8:31:14 60% NineMSN/MSN 22.47 68% 1:32:52Active Reach (%) 50% YouTube 9.91 59% 1:14:17 Microsoft 8.79 55% 1:20:45 40% Yahoo!7 14.04 51% 1:10:32 30% YouTube Google Wikipedia Yahoo!7 Wikipedia 5.87 46% 0:21:25 20% Microsoft NineMSN Apple eBay eBay 11.73 45% 1:50:59 10% Blogger Facebook Apple 8.18 42% 1:14:09 Blogger 4.21 30% 0:10:39 0% 0 5 10 15 20 25 30 35 40 Visits per Person 12 *Stickiness is a custom visualization derived from reach, time and visits – not a standalone metric Copyright © 2010 The Nielsen Company. Online Ratings proprietary. Source: Nielsen Confidential and April 2012
    • Top 10 Categories – April 2012 Unique Total Total Sessions Time Per Person Total Page Major categories Audience Sessions Minutes Per Person (hh:mm:ss) Views (000) (000) (000) (000) Search Engines/Portals & Communities 14,222 678,270 47.69 7,600,269 8:54:25 12,726,138 Entertainment 13,031 412,008 31.62 4,722,913 6:02:25 6,162,888 Telecom/Internet Services 12,624 373,625 29.60 2,448,395 3:13:57 3,182,572 Computers & Consumer Electronics 12,277 263,340 21.45 2,139,691 2:54:17 1,033,236 News & Information 11,436 273,461 23.91 1,191,187 1:44:10 1,565,517 Multi-category Commerce 11,025 198,734 18.03 1,536,149 2:19:20 3,095,261Finance/Insurance/Investment 10,532 173,188 16.44 780,981 1:14:09 1,675,629 Travel 10,079 102,510 10.17 570,503 0:56:36 920,180 Government & Non-Profit 9,844 106,597 10.83 468,899 0:47:38 794,877 Family & Lifestyles 9,109 99,776 10.95 696,055 1:16:25 13 1,335,309 Copyright © 2010 The Nielsen Company. Online Ratings proprietary. Source: Nielsen Confidential and April 2012
    • Australians are shopping more online 14 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • Category Spot light – News and Information Category Spotlight - Online Shopping Multi-category Commerce Category/Subcategory: Unique Audience14,00012,00010,000 8,000 Multi-category Commerce 6,000 Category/Subcategory 4,000 2,000 0 May Jun Jul 2011 Aug Sep Oct Nov Dec Jan Feb Mar Apr May 2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012 2012 15 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • Category Spot light – News and Information Category Spotlight - Online Shopping Multi-category Commerce Category/Subcategory: Page Views4,000,0003,500,0003,000,0002,500,0002,000,000 Multi-category Commerce Category/Subcategory1,500,0001,000,000 500,000 0 May Jun Jul 2011 Aug Sep Oct Nov Dec Jan Feb Mar Apr May 2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012 2012 16 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • Category Spot light – News and Information Category Spotlight - Online Shopping Multi-category Commerce Category/Subcategory: Total Minutes2,000,0001,800,0001,600,0001,400,0001,200,0001,000,000 Multi-category Commerce Category/Subcategory 800,000 600,000 400,000 200,000 0 May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May 17 2011 2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012 2012 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • More than 8 in 10 online Australians have purchasedonline in the past 6 months Shop online monthly or more48% often Top 10 categories Shop online weekly or more Flights15% often Accommodation Books Clothes / shoes Concerts / event tickets DVDs / videos Gift vouchers Music CDs Paid music downloads Electronics Every 6 months... 30% spend up to $300 online 37% spend $300 - $999 online 29% spend $1000 or more online Copyright © 2012 Nielsen. Confidential and proprietary.
    • Online retail continues to rise in Australia 2H 2011 1H 2010 50 48 45 45 43 43 40 38 35 33 33 30 29 25 25% 25 24 24 20 20 18 18 17 17 17 17 16 15 15 15 15 15 14 14 13 13 13 13 13 13 12 12 12 11 11 11 10 10 10 9 9 8 8 8 8 8 8 8 77 7 7 7 6 55 5 4 3 2 0 Copyright © 2012 Nielsen. Confidential and proprietary.
    • eBay continues to dominate but Amazon and Appleshow the strongest growth Ever used Most often eBay 50 29 Amazon 23 8 DealsDirect 19 4 Ticketek 17 2 Virgin Australia 16 3 Qantas 16 4 Jetstar 16 4 Apple 13 3 Catch of the Day 13 3 JB Hifi 12 1 Ticketmaster 12 2 Wotif 11 2 Big W 10 1 oo.com.au 10 2 0 5 10 15 20 25 30 35 40 45 50 % Copyright © 2012 Nielsen. Confidential and proprietary.
    • The group buying category is further stimulating ecommerce,particularly items that require offline ‘delivery’ of online Australians have signed1/3 up to receive deals / offers of online Australians have1/4 purchased a group buying deal Popular categories Meals Activities / events Hair / beauty services Clothing and accessories Gadgets and technology Food / grocery items Travel / holidays Copyright © 2012 Nielsen. Confidential and proprietary.
    • Mobile devices are well utilised for shopping, mostpopular among tablet owners 20% of mobile internet users have purchased via mobile phone while 35% of tablet owners have purchased via tablet Copyright © 2012 Nielsen. Confidential and proprietary.
    • NielsenAdSolutions Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • The Big CMO Question: How do I improve advertising and media ROI ?Did my campaign deliver against What was the brand impact of my What is the sales impact of my target? campaign? campaign? 3R Ad Effectiveness Framework Reach Resonance Reaction Reach Effect Brand Effect Sales Effect • TV (Oztam Currency) •TV •TV • On-Line (IAB Currency) •On-Line •On-Line • Incremental Reach •Mobile (iAd) •Mobile •Cross Media •Cross Media 25 AdSolutions 2011 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • 26 AdSolutions 2011Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • Confidential & ProprietaryCopyright © 2011 The Nielsen Company
    • Confidential & ProprietaryCopyright © 2011 The Nielsen Company
    • 29 AdSolutions 2011Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • 30 AdSolutions 2011Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • 31 AdSolutions 2011Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • 32 AdSolutions 2011Copyright © 2010 The Nielsen Company. Confidential and proprietary.
    • Thank you Copyright © 2010 The Nielsen Company. Confidential and proprietary.