Australian Smartphone and Tablet Data

Australians Spend Half their Screen Time on Mobile Devices

Recently we shared some preliminary data from Nielsen from their partnership with the IAB to launch a mobile audience panel measurement pilot.  In that report we revealed that Australians are spending a lot less time on smartphones and tablets than their counterparts in the U.S. and Europe.  Given Australia’s comparatively high smartphone penetration, it suggests there’s a lot more growth to be seen here in the next few years.

The data from May 2014 showed that we are spending significantly more time on apps for smartphones and tablets than we are browsing the internet on these devices, In fact Nielsen’s preliminary data showed that 68% of time on tablets and 81% of time spent on smartphones was devoted to apps, rather than browsing.

A second round of mobile panel data has now been released from The IAB / Nielsen Mobile Audience Panel Pilot study.  The June 2014 data reveals that mobile now represents more than half (52%) of total digital screen time for Australian consumers.

…mobile now represents more than half (52%) of total digital screen time for Australian consumers.

 

The pilot collects data from 1500 Australians about their behaviour on desktop, laptop, mobile and tablet devices.  The key goal is to address industry demand for better mobile audience metrics.    By tracking site & application usage data at a brand level, Nielsen are able to support media planners and marketers in their mobile activity.

Average Monthly Screen Time by Australians in June 2014:

  • Desktop & Laptop: 38 hours
  • Smartphone: 29 hours
  • Tablet: 24 hours

After the first 2 months of data collection, it’s clear that media planners and marketers need to be paying more attention to mobile and tablet devices. According to Gai Le Roy from Nielsen, “If you’re not spending at least a quarter of your digital marketing budget on mobile you should ask yourself why not”.

If you’re not spending at least a quarter of your digital marketing budget on mobile you should ask yourself why not.

With 52% of digital screen time spent on mobile devices and 86% of mobile time spent on apps, Australian ad dollars are lagging behind consumer behaviour. The IAB / PWC advertising expenditure report is due out soon for Q2 2014 and the IAB expect it to show mobile representing at least 25% of digital display revenue. That’s up from 21.5% in the Q1 Online Advertising Expenditure Report.

With mobile devices generating half of consumer time and only a quarter of revenue, it stands to reason that advertising expenditure has some way to go to catch up.  An investment of a quarter of digital marketing budgets into smartphone and tablet strategy should be seen as the bare minimum.

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