Study: Mobile Overtakes Desktop For Australia’s Daily Digital Habits

Study: Mobile Overtakes Desktop For Australia’s Daily Digital Habits
SHARE
THIS



Yahoo7 has released its annual study into the digital lives of Australians, which revealed that smartphone use has surpassed that of desktops for daily digital habits for the first time*.

The 2017 report, Know Your Data, shows the increasing domination of mobile devices, with the Aussie smartphone love affair seeing consumers migrate away from the desktop to perform the top daily digital habits.

Yahoo7 Know Your Data study

The study also found that the average Australian has increased their number of top daily digital habits from 2.8 in 2015 to 3.2 in 2016**, with email, search, social, weather and news identified as the leading daily digital pastimes.

Daily use of online banking has seen a 35 per cent increase and checking the weather has grown by 30 per cent, while the rise of video streaming services have seen long-form video increase by 60 per cent*.

According to the study, Australia’s digital habits are also becoming increasingly app-based, with a 53 per cent increase across Yahoo7’s app properties, including PLUS7 and 7News, since 2015***.

E-commerce also continues to grow as the number of people shopping online daily has doubled*. Of those who browsed daily in 2015, 27 per cent converted to a purchase – one year later, this is now a 40 per cent conversion rate*.

Of those shopping daily, smartphone usage is up 56 per cent and desktop is on the decline by more than a quarter*.

The study also revealed the peak times of day for each habit, with most Aussies more likely to check the weather early morning, complete their online banking mid-morning, browse recipes in the afternoon and watch video late in the evening.

However, the study found that this can vary considerably by audience and should be a key consideration for advertisers****.

Becky Smith, head of insights at Yahoo7, said: “The Know Your Data study has the power to significantly improve the relevance, accuracy and effectiveness of our clients’ campaigns through the most comprehensive insights into Australia’s digital habits.

“This data provides marketers with the most intimate understanding of their audiences yet, revealing how they live their lives through technology. This allows marketers to understand the mindset and motivations of this audience, and target them on the right device, at the right time with the most effective content.”

*Yahoo7 Daily Habits 2016

**Yahoo7 Daily Habits 2016, based on top 10 daily habits

***Flurry Analytics, Jan15-Dec 16, total session data for the iOS + Android versions of Plus7 and 7News apps)

****Yahoo7 Daily Habits 2016, based on index

 

Please login with linkedin to comment

einsights EMMA data Know Your Data

Latest News

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]

Agent99 Adds The Distilled Spirits Council Of The U.S &  Helen Tarrant To Portfolio
  • Marketing

Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio

Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
  • Campaigns
  • Media

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue

Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]

Influencer Marketing Agency Komodo Announces New TikTok Offering
  • Marketing

Influencer Marketing Agency Komodo Announces New TikTok Offering

Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
  • Opinion

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19

According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope.   Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open
  • Media

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open

Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]

by B&T Magazine

B&T Magazine
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]