Aussies Spending More Than An Hour A Day On Smartphones

Aussies Spending More Than An Hour A Day On Smartphones
SHARE
THIS



The August edition of the IAB Australia and Nielsen Mobile Ratings Report has revealed Australian smartphone owners 18 andover spent almost 35 hours engaging with digital content during the month of August 2015 – either via their smartphone’s web browser or via an installed application.

The report also found that time spent on a smartphone is now higher than any other digital device, accounting for 43 per cent of total time.   Desktop and tablet usage accounted for 39 per cent and 18 per cent respectively.
 
During August 2015, more than one-third (35 percent) of time spent by Australians 18+ on smartphones was on social networks, followed by entertainment (16 percent) and gaming (12 percent).   By contrast, while social media still held the largest share of time spent on tablets (28 percent); 23 percent of time spent on tablets is on gaming and 20 percent on entertainment.
 
Music was identified as the second largest driver of active reach and unique audience within the entertainment category for mobile and in August 2015, 8.2 million Australians (18+) listened to music or viewed music-related content on their smartphone and 3.7 million did the same on tablets.  Apple Music, Shazam and Spotify led the category on both smartphones and tablets in terms of the biggest unique audiences.
 
The Report also found that News and Information content rankings for smartphone and tablet use are dominated by the same brands that have historically been strong in desktop rankings, with  SMH.com.au topping the news rankings on both smartphone and tablet devices for the largest unique audience.
 
According to Lisa Walsh, IAB research director, the second Mobile Ratings report shows a dynamic Australian audience engaging with varied content everyday.
 
“Understanding which devices consumers are using and the combinations of their usage across devices can be really important for marketers seeking to design a total consumer experience campaign for their brands.
 
“This report provides a whole new metric for publishers and agencies to understand what Australian consumers are doing on their mobile devices, and is able to quantify the importance of mobile media audiences from a marketing investment perspective. We’re already seeing some very compelling data, which the industry can use to better reach their audiences,” said Walsh.
 
Head of Nielsen’s Media Industry Group, Monique Perry, said that the behaviours of Australians on their mobiles is becoming clearer.
 
“We are seeing that usage on mobiles is typically characterised by short, frequent sessions. The sessions are less that one third of the length of PC sessions on average, at around nine to ten minutes per session, but more than three time as frequent.
 
“Understanding which devices your consumers are on and the combinations of usage across devices can be really important in terms of designing the total consumer experience campaign with a brand. With this independent view of Australian mobile audiences, the industry is working towards a more comprehensive trading currency culminating in Digital Ratings Monthly,” said Perry.
 
Total Time Spent – Mobile Ratings Report August 2015

The August 2015 Nielsen Mobile Rating Report is the second edition of preview data released to the Australian market by IAB Australia and Nielsen. The report is the first phase of major upgrades to the digital audience measurement system in Australia. In early 2016 the Mobile Ratings Report will be replaced by Digital Ratings Monthly which will fuse smartphone and tablet panel data with Nielsen’s home/work PC panel data and tagged website data. Digital Ratings Monthly will be the base for further development which will see Nielsen transition to daily delivery of digital audience data through Digital Content Ratings, which is slated for launch in mid-2016.
 
The Report results are based on the mobile panel which consists of 2,000 iOS and Android smartphone users and 500 iOS and Android tablet users aged 18+.  This panel is nationally representative of Australian smartphone and tablet internet users, has individual privacy agreements in place with all panellists and passively measures the online behaviour of panellists on their mobile device through an on-device meter (Android) or proxy solution (iOS).
 
Top 10 Current Events and Global News Entities – Mobile Ratings Report August 2015

The panels provide granular data on a monthly basis that can be used by media buyers and sellers to better understand the mobile consumer and assess the opportunities available in what is now a significant media channel.  It includes audiences from both web browsers on mobile devices and for the first time, mobile applications.
 
As the Nielsen Mobile Ratings Report uses preview data based on a panel-only methodology, variation in unique audiences from month-to-month may occur.  The Mobile Ratings preview data will display more variation in monthly metrics than the established Nielsen Online Ratings currency and is unsuitable for trading.
 

Latest News

AI & Its Impact On Our Future Livelihoods
  • Opinion
  • Technology

AI & Its Impact On Our Future Livelihoods

In this opinion piece, iProspect general manager of data intelligence Tom White (pictured) questions when machines put us all out of a job, where will that leave us? If you asked someone 50 years ago what they thought the world would look like today, they’d probably describe something similar to The Jetsons: George Jetson, his Boy […]

Opinion

by B&T Magazine

B&T Magazine
Adobe Unveils Next Generation Of Creative Cloud
  • Technology

Adobe Unveils Next Generation Of Creative Cloud

Computer software behemoth Adobe has announced major updates to Creative Cloud applications at its Adobe MAX conference in Las Vegas. The updates include: a new Content-Aware Fill workspace in Photoshop CC; performance and workflow improvements across Lightroom CC and Lightroom Classic; the ability to design with photorealistic, Freeform gradients in Illustrator CC; a Content-Aware Fit […]

ABC Survey Reveals Surge In Podcast Listening Among Aussies
  • Technology

ABC Survey Reveals Surge In Podcast Listening Among Aussies

The popularity of podcasts is on the rise with Australians listening to more podcasts more often, driven in part by the growing appetite among women for true crime tales. The ABC’s third annual Podcast Survey (see all the results in the infographic below) revealed that almost half (44 per cent) of podcast listeners listened to true […]

by B&T Magazine

B&T Magazine
Adhesive On-Trend As The Iconic’s New Agency In ANZ
  • Media

Adhesive On-Trend As The Iconic’s New Agency In ANZ

Adhesive has won the retained integrated Australia and New Zealand communications work for THE ICONIC, Australia’s leading online fashion and sports retailer, following a competitive pitch process. Adhesive will work with THE ICONIC building its communications strategy across corporate and consumer media relations, events and influencer engagement, while integrating closely with THE ICONIC’s creative, content […]

Indie Agency The Hallway Unveils Latest Work For Google.Org Impact Challenge
  • Campaigns

Indie Agency The Hallway Unveils Latest Work For Google.Org Impact Challenge

This year’s Google.org Impact Challenge Australia has launched with a new advertising campaign from independent agency, The Hallway. The Google.org Impact Challenge Australia, now in its third year, discovers and supports the next generation of Australian innovators making an impact locally and globally. This year, the Challenge will award $5.5 million – including a $1 […]

Meltwater Promotes Senior Leaders To Support Growth In Australia & NZ
  • Media

Meltwater Promotes Senior Leaders To Support Growth In Australia & NZ

Cimon Constantine has taken the reigns of Meltwater ANZ as the media intelligence business continues to grow its headcount to support new business and upcoming opportunities. Constantine (pictured above) will be taking over the ANZ area director role to continue to support Meltwater’s growth in the region and new client wins including American Express, Greenpeace, […]

MediaMath Named A Leader In Gartner’s Magic Quadrant For Ad Tech
  • Technology

MediaMath Named A Leader In Gartner’s Magic Quadrant For Ad Tech

MediaMath, the independent technology company for marketers, announced today that it has been recognised by Gartner, Inc. as a Leader in the latest “Magic Quadrant for Ad Tech”. The company has been recognised for its completeness of vision and ability to execute. “We believe MediaMath’s leadership position in the Gartner MQ for Ad Tech further […]

Flourish Launches Full-Service Studio, Appoints Pauline Dellit As Head Of Creative
  • Marketing

Flourish Launches Full-Service Studio, Appoints Pauline Dellit As Head Of Creative

PR, social and content creation agency Flourish has announced the appointment of Pauline Dellit as its new head of creative. The appointment also marks the official launch of a new full-service design, branding and marketing studio under the Flourish agency family of brands, first started by Angela Ceberano in 2010. Dellit joins Flourish from Yoke, […]

Tuesday TV Wrap: ‘Take Me Out’ Tumbles, ‘Ambulance Australia’ Has Promising Debut
  • Media

Tuesday TV Wrap: ‘Take Me Out’ Tumbles, ‘Ambulance Australia’ Has Promising Debut

Seven’s troubled dating show Take Me Out continues to struggle to find much viewer love, posting a worrying 407,000 last night and now down 33 per cent since launch. It was better news for Ten’s Ambulance Australia that debuted to a promising 582,000 and was the network’s best performer. Nine won the battle for Tuesday night […]

by B&T Magazine

B&T Magazine
Sunnylife Taps Actress Kassandra Clementi For North Queensland Campaign
  • Campaigns

Sunnylife Taps Actress Kassandra Clementi For North Queensland Campaign

Lifestyle brand Sunnylife has launched a new summer 2018/19 campaign – Paradise Found – and has named Aussie actress, singer and international star on the rise Kassandra Clementi as their first-ever ambassador. Kassandra appears in the Paradise Found campaign which was shot in a bucket list destination of Australia, Tropical North Queensland. Kassandra is one of […]

Australia Post Stamps Karl Winther As New CMO
  • Marketing

Australia Post Stamps Karl Winther As New CMO

Australia Post has announced the appointment of Karl Winther as its new chief marketing officer. Winther was Officeworks’ national marketing manager for the past six years and was with Myer for more than a decade in roles across marketing strategy, advertising, loyalty and merchandise buying. In this role at Officeworks, Winther was accountable for all facets of […]