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The Australian Internet and tech report

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The Australian Internet and tech report by TonyMarlow

The Australian Internet and tech report by TonyMarlow

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  • 1. The Australian Internet and Tech Report Volume 11, 2009 Tony Marlow Research Director, Asia Pacific tony.marlow@nielsen.com Confidential & Proprietary 2009 The Nielsen Company
  • 2. Key Indicators
  • 3. Internet Trends Have Evolved End of 2007: End of 2008: End of 2006: End of 2005: End of 1997: 80% online 86% online 79% online 74% online 19% online 53% broadband 74% broadband 84% broadband 97% broadband 0% broadband
  • 4. Internet Uptake has Stabilised (Metro Trend) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1998 1999 2000 2001 2003 2004 2005 2006 2007 2008 43% 55% 60% 71% 76% 80% 79% 83% 84% 89% Male 32% 47% 50% 65% 73% 77% 76% 81% 85% 88% Total 25% 40% 41% 59% 70% 73% 73% 78% 85% 87% Female Q: Have you ever used the Internet? Sample: Aust. Metro adults aged 16+ (n=376)
  • 5. Broadband Uptake Continues, Metro Trend 100% Broadband is now at virtual saturation 90% amongst Internet users 80% 70% 60% 50% 40% 30% 20% 10% 0% Long Range Dial-up Broadband ADSL Cable Wireless 86% 20% 6% 16% 2003 57% 37% 12% 24% 2004 40% 53% 25% 30% 2005 21% 79% 46% 24% 4% 2006 10% 89% 55% 24% 5% 2007 3% 98% 65% 14% 21% 2008 Q: What type of Internet connection do you currently have at home? Sample: Aust. Metro Internet users aged 16+ (2007: n=448, 2008: n=756)
  • 6. Max Bandwidth Available Internationally 100 Despite Telstra rolling out 30Mbps plan in 90 selected capital cities, Australia still trails 80 other developed nations for max speed. 70 60 50 40 30 20 10 0 USA Italy Germany Australia UK Hong Kong Finland Spain Iceland Japan Netherlands Singapore South Korea Denmark France New Zealand Sweeden Source data: Ovum, May 2007
  • 7. Even with 30Mbps available… 70% 24 mbps + 60% 4% 3% 2% 3% up to 23.9 mbps 6% 8% 1% 1% 1% 50% 6% 10% 11% 13% up to 10 mbps 40% 19% 17% 30% up to 1.5 mbps 16% 25% 20% 38% 18% up to 512 kbsp 15% 27% 12% 23% 19% 10% 13% 9% 256 kbps 8% 7% % Overall Metro Regional Rural Q: What speed is your home internet plan? Note: Respondents unsure excluded
  • 8. Speeds intended to acquire in next 12 mths 100% 24 mbps + 90% 27% 34% 34% 35% 80% up to 23.9 mbps 56% 70% 66% 14% 71% 75% 8% 11% 60% 12% up to 10 mbps 15% 50% 23% 26% 40% 29% up to 1.5 mbps 30% 35% 20% up to 512 kbsp 20% 18% 16% 10% 12% 5% 8% 7% 4% 256 kbps 3% 2% 2% 0% Overall Metro Regional Rural Q:What Internet connection speed do you think you will most likely acquire?
  • 9. 44% use their Internet mobile to go online 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Information: News / weather 41% Email 38% General Search 38% Local Business / Directories Search (eg Yellow pages) 33% Maps / directions 32% Mobile Web Search 30% D'loading ring tones, wallpapers, screensavers 30% D'loading mobile games 27% Information: Sports 22% Instant Messaging 19% D'loading other applications 17% Banking 16% Social Networking 14% D'loading Music 13% Watched other Video clips (e.g. YouTube) 12% Mobile TV 8% Similar to the past, quick Auctions (e.g. eBay) 7% ‘snippets’ are the most Booking tickets 5% Mobile VoIP (e.g. Skype) 2% demanded activities from Other purchases 2% mobile internet. Other activities 6% Not Sure 0% Q: What activities have you done using a mobile phone Internet service? Sample: Aust. Internet Population using and ever used mobile Internet (n=1354)
  • 10. Mobile Services Used, Expected growth 0% 10% 20% 30% 40% 50% 60% Information: News / weather 41% 13% 54% Email 38% 12% 50% General Search 38% 9% 47% Local Search(e.g. Yellow pages) 33% 12% 45% Maps / directions 32% 16% 49% Mobile Web Search 30% 7% 37% D'loading ring tones, wallpapers, screensavers 30% 8% 37% D'loading mobile games 27% 5% 32% Information: Sports 22% 9% 31% Instant Messaging 19% 12% 31% D'loading other applications 17% 10% 27% Banking 16% 10% 25% Social Networking 14% 7% 22% D'loading Music 13% 13% 26% Watched other Video clips (e.g. YouTube) 12% 6% 18% Have used Mobile TV 8% 11% 19% Intend to use (nxt 12 months) Auctions (e.g. eBay) 7% 7% 14% Booking tickets 5% 8% 12% Mobile VoIP (e.g. Skype) 2% 8% 10% Q: Which do you intend to do using mobile phone internet in the next 12 months? Sample: Aust. Internet Population using a mobile phone (n=1354)
  • 11. Cross Media Consumption
  • 12. Media Consumption and Leisure Activities 16.1 +2.4 hrs Internet 13.7 12.9 - 0.4 hr TV 13.3 8.8 Radio 9.9 - 1.1 hrs 8.5 PC Offline 8.0 5.4 Video Games 4.6 5.2 Exercise 5.3 5.2 Mp3 4.8 For the second year, TV hours did not 5.1 Books 5.1 increase. The official OzTAM currency also 4.9 Online Radio 4.2 noted a decrease year-on-year. 4.6 PC Video 2.5 4.1 DVD / Video 3.8 3.7 Mobile Phone 3.8 2.8 2008 Newspaper 3.1 2007 2.0 Magazine 2.2 0 2 4 6 8 10 12 14 16 18 Average Hours Per Week Q: On average, how many hours per week do you spend on the following activities? Sample: Aust. Internet users aged 16+ (2008: n=1,956)
  • 13. Media Consumption, Age 13.4 Internet 16.2 19.4 15.6 TV 12.6 9.7 11.0 Radio 8.3 6.3 3.9 Newspaper 2.3 2.0 2.2 50 years + Magzines 1.9 30-49 years 16-29 years 1.9 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 20.0 Average Hours Per Week Q: On average, how many hours per week would you spend on the following activities? Sample: Aust. Internet users aged 16+ (n=1,956)
  • 14. Simultaneous Media Consumption 80% 70% 60% 50% 40% 30% 20% 10% % Overall 16-29 years 30-49 years 50 years+ 61% 75% 67% 40% Internet + TV 50% 44% 54% 51% Internet + Radio 11% 7% 11% 16% Radio + TV 19% 15% 14% 28% No simultaneous consumption Q: Do you ever do the following at the same time? Sample: Aust. Internet users aged 16+ (n=975)
  • 15. Frequency of TV + Internet 100% 4% 5% 7% 9% Less often 8% 10% 8% 8% 12% 80% 11% 12% 9% Once or twice per month 20% 22% 22% 24% % Respondents 60% Once per week 22% 87% Several times per week 85% 86% 83% 22% 20% 40% 22% Almost every day 20% 34% 31% 31% 28% Daily 0% Overall 16-29 years 30-49 years 50 years+ Sample: Aust. Internet users aged 16+ who multi-task Internet/television (n=563)
  • 16. Frequency of Radio + Internet 100% 11% 12% 14% Less often 22% 9% 15% 80% 14% 8% Once or twice per month 16% 12% 12% % Respondents 60% Once per week 31% 16% 26% 28% Several times per week 80% 40% 14% 73% 72% 62% 18% Almost every day 18% 18% 19% 20% Daily 22% 17% 15% 13% 0% Overall 16-29 years 30-49 years 50 years+ Sample: Aust. Internet users aged 16+ who multi-task Internet/radio (n=116)
  • 17. Primary Focus of Attention 100% 17% 90% 22% 22% 25% 2% 80% 2% 2% 14% 2% 10% 9% 70% Equal attention 9% 60% Radio 50% TV 40% Internet 68% 66% 66% 64% 30% 20% 10% 0% Overall 16-29 years 30-49 years 50 years+ Q: When you are using / watching /listening to more than one of these (Internet, TV, Radio) at the same time, which one has most of your Sample: Aust. Internet users aged 16+ who multi-task attention? (n=776)
  • 18. Online Multi-Tasking 100% 92% 90% 81% 80% 78% 80% 74% 70% 62% 60% 50% 40% 30% 20% 10% % Overall Male Female 16-29 years 30-49 years 50 years+ Q: Thinking only about online activities, do you ever undertake more than one online activity at the same time (e.g. check emails while downloading an unrelated file)? Sample: Aust. Internet users aged 16+ (n=776)
  • 19. Consumer Generated Media
  • 20. Unique Browsers - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000 5,000,000 Jan-06 Feb-06 Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Visitation to CGM Sites Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Slide bebo Flickr Blogger YouTube Facebook Wikipedia Myspace.com Yahoo!7 Answers