Social Media in Australia 2011

social media in australiaMarch 2011

The Internet is part of our lives
INTERNET
81%
penetration
18,300,000
SOCIAL
65%
penetration
14,700,000
INTERNET
81%
penetration

NT
4% of Internet Population
Average usage 18.6 Hours
Australia
QLD
WA
NSW
Average usage18.1 Hours
SA
VIC
25%of Internet Population

Australians use Social Networking sites at a rate similar to Europe’s regional average, outpacing the global average by 10 reach points
State of the Internet: Comscore

Internet consumption, Nielson Whitepaper 2011
mobile internet browsing increased considerably, from 29 percent in 2009 to 52 percent in 2010

ownership of internet capable mobile phones increased greatly from 43 percent to 65 percent, and over one third (35%) of online Australians now own a Smartphone

social mobile usage has continued to double since 2007 - 42 percent of social media users and a massive 74 percent of 16-24 year olds have accessed social media via a mobile phone

close to half of online Australians now access the internet while commuting or travelling

22 hours
average time we spend online each week

1 in 5
22 hours
minutes online, are spent on a social network

1 in 5
86%
22 hours
minutes online, are spent on a social network
internet users who visited a social network site last month

Australian newspapers record 2.5% overall circulation decline (2010)

2010 stats, Audit Bureau of Circulations
Financial Review
The Australian
Herald Sun
Courier Mail
Daily Telegraph
The Age
down 5.9%
down 0.5%
down 2.1%
down 1.4%
down 3.8%
down 4.5%

it’s not just print…

2007 marked a change in Australians TV consumption…

2007 marked a change in Australians TV consumption…
While use of the internet continued to grow this year, for the first time ever this was not accompanied by an increase for TV consumption…
… a possible early warning sign that we are approaching the feared media saturation point
Tony Marlow, associate research director, Asia Pacific, Nielsen Online

2010 stats, Audit Bureau of Circulations
hours / week

Social media... is a way of thinking... It’s not about sales, or ads, or click-through rates. It’s about pursuing relationships and fostering communities of consumers.
It’s about rethinking how you make plans when your customers are in the center and in control.
Paul Adams
Senior User Experience Researcher, Google

The Australian Consumer Landscape: March 2011. Nielson

stephencater.com

Social Media in Australia 2011

by Stephen Cater on Mar 24, 2011

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