This document summarizes internet and social media usage statistics in Australia from 2011. Some key findings include: - 81% of Australians had internet access, with an average weekly online time of 22 hours. - 65% of Australians used social media, outpacing the global average by 10 percentage points. - Mobile internet browsing increased from 29% in 2009 to 52% in 2010, and smart phone ownership rose from 43% to 65% over that period. - Close to half of online Australians accessed the internet while commuting or travelling. - 1 in 5 minutes spent online were on a social network, and 86% of internet users visited a social site in the last month.

1. social media in australiaMarch 2011

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

3. NT 4% of Internet Population Average usage 18.6 Hours Australia Average usage 18.8 Hours QLD 20% of Internet Population Average usage 19.7 Hours WA 10% of Internet Population Average usage 19.7 Hours NSW 32% of Internet Population Average usage18.1 Hours SA 7% of Internet Population Average usage 19.9 Hours VIC 25%of Internet Population Average usage 18.0 Hours

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

6. Internet consumption, Nielson Whitepaper 2011 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

7. Internet consumption, Nielson Whitepaper 2011 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

8. Internet consumption, Nielson Whitepaper 2011 close to half of online Australians now access the internet while commuting or travelling

9. Internet consumption, Nielson Whitepaper 2011 22 hours average time we spend online each week

10. Internet consumption, Nielson Whitepaper 2011 1 in 5 22 hours minutes online, are spent on a social network average time we spend online each week

11. Internet consumption, Nielson Whitepaper 2011 1 in 5 86% 22 hours minutes online, are spent on a social network internet users who visited a social network site last month average time we spend online each week

12. Australian newspapers record 2.5% overall circulation decline (2010)

13. 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%

14. it’s not just print…

15. 2007 marked a change in Australians TV consumption…

16. 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

17. 2010 stats, Audit Bureau of Circulations hours / week

18. 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

19. The Australian Consumer Landscape: March 2011. Nielson

20. stephencater.com