Almost 19.6 mn people across devices in Australia: IAB & Nielsen report
In February 2016, close to 19.6 million Australians accessed digital content across computers, smartphones and tablets. This was highlighted in the new digital audience measurement currency, Digital Ratings, launched by IAB Australia and Nielsen. The digital measurement solution gives the market a look at Australia’s total digital audience, unduplicated, across PC, smartphone and tablet for both web browsers and apps.
At a total market level, Digital Ratings (Monthly) adds over one million Australians to the active digital universe. Australians engaging via mobile devices, and particularly via apps, are the primary driver of this growth; Nielsen is now able to include them in the universe estimate via fusion of their smartphone and tablet panels. The total active digital universe in Australia for February 2016 is close to 19.6 million people across computers, smartphones and tablets.
“We also see a significant increase in total time online per person from 32 hours to 49 hours. During February 2016, Australians spent more than 28 hours just on their smartphone, higher than any other digital device,” said Monique Perry, Nielsen’s Head of Media.
The advancement in our methodology means better measurement and reporting of time spent engaging via mobile devices which is incredibly important for our clients who have invested heavily in mobile content and strategies. I expect to see continuing growth in mobile investment in the coming months now that the industry can trade with increased transparency, measurability and confidence,” Ms Perry predicted.
While computers are unsurprisingly still the device of choice for most Australians (approximately 18 million people), the data shows how previously uncaptured mobile audiences compare in scale and engagement. Smartphones saw over 13 million people actively browsing websites / apps in February 2016, and tablets saw 7.5 million people doing the same.
From an audience perspective, the photography category experienced the largest increase from the fusion of smartphone and tablet devices and more than doubling in size. Widespread adoption of applications in this category, including Google Photo and Samsung Photo Editor are key drivers. Special occasions were almost exclusively driven by Australia Post and its mobile app service – lending itself well to the on-the-go nature of mobile engagement.
The automotive category lift was driven by Carsales’ mobile app, a locally developed ad supported app driving significant audiences on mobile screens.
The travel category rounds out the largest growers of unique audiences, admittedly off an already large desktop audience. Google Maps, Apple Maps and Uber are all key contributors.
From a time metric perspective, the search engines, portals & social networking category was the clear leader reporting a 205 per cent increase in total minutes from desktop only to total audience. This is driven by Facebook, Google Search and Instagram audiences, especially from apps.
The Communication category also reported large increases in time spent, driven by Facebook Messenger, Gmail, Snapchat and Whatsapp.
Entertainment and Family & Lifestyle also saw notable rises, jumping their total minutes across all key digital devices by 177 per cent and 174 per cent respectively.
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