Nielsen Powerpoint template: Gray Footer (Office 2007) · We snapshot the rise of social photo sharing website, pinterest.com and share how American tablet owning households see Tablets

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

State of the market report - Australia

JANUARY 2012

Nielsen Online Ratings


Australians’ online activity increased across all key metrics in January as the country emerged from the festive season.

In this January 2012 release of our Nielsen State of the Market report, we review overall growth in unique audiences across the universe; as all major brands swung back up after a seasonal dip.

We snapshot the rise of social photo sharing website, pinterest.com and share how American

tablet owning households see Tablets as a playmate, teacher and babysitter.

How we engage with media is rapidly evolving as new technologies such as PVRs, Internet-

delivered video, tablets and smartphones, coupled with up-take of digital terrestrial

television, are impacting Australians‟ television viewing habits. You can access the first

Australian Multi-Screen Report* which examines the extent to which new technologies are

stimulating and enhancing viewing of broadcast content („video‟) beyond conventional

television sets.

Matt Bruce –Head of Media Practice Group, Nielsen

*The Australian Multi-Screen Report is compiled collaboratively by Nielsen, and Australia's

official television audience measurement providers, OzTAM and Regional TAM

3


Australian online universe - key statistics

49hrs

PC Time per

person

(excluding apps)

16.4m

people

Active Digital

Media Universe

3,019

Web page

views per

person

73.4

Visits per

person

47bn

Total page

views

28bn

Total

minutes

Source: Nielsen Online Ratings January 2012

“January saw an increase in all key market metrics as

the country emerges from the festive season”

4


How many of Australia’s 21.9 million people

are online?

20.6m Digital media

universe

16.4m - Active Monthly

universe


5


Online gender nuances for January

Men Women

% of online Australians

Average pages viewed per month

# visits per month

Average PC time per month

51% 49%

2908 3134

73 74

73hrs 69hrs

“Whilst men’s activity was stable month on

month, women’s activity levels saw a marked increase

in (average page views) in January”


6


Australian online population skewed heavily to the over 35s

Over 35

Below 35

Under 35

41%

59%

“The Internet is now dominated by higher

income, more established consumers”


7


Online universe usage growth over time

Trend

break

July

2009

(RDD

Online)

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

18.0D

ec-0

8

Jan-0

9

Feb-0

9

Mar-

09

Apr-

09

May-0

9

Jun-0

9

Jul-09

Aug-0

9

Sep-0

9

Oct-

09

Nov-0

9

Dec-0

9

Jan-1

0

Feb-1

0

Mar-

10

Apr-

10

May-1

0

Jun-1

0

Jul-10

Aug-1

0

Sep-1

0

Oct-

10

Nov-1

0

Dec-1

0

Jan-1

1

Feb-1

1

Mar-

11

Apr-

11

May-1

1

Jun-1

1

Jul-11

Aug-1

1

Sep-1

1

Oct-

11

Nov-1

1

Dec-1

1

Jan-1

2

Au

str

alian

s

(millio

ns)

The Hybrid universe fills in the audience gaps of audience which are

unmeasurable through a home and work panel. Hybrid data therefore

captures users from places such as internet cafes, schools and

universities, as well as usage across all devices.

Trendbreak

Sep. 2011 (Hybrid)


Trend

break

July

2009

(RDD

Online)

8


PC time per person (excluding apps)

0:00:00

0:07:12

0:14:24

0:21:36

0:28:48

0:36:00

0:43:12

0:50:24

0:57:36D

ec-0

8

Jan-0

9

Feb

-09

Mar-

09

Apr-

09

May-0

9

Jun-0

9

Jul-09

Aug-0

9

Sep-0

9

Oct-

09

Nov-0

9

Dec-0

9

Jan-1

0

Feb

-10

Mar-

10

Apr-

10

May-1

0

Jun-1

0

Jul-10

Aug-1

0

Sep-1

0

Oct-

10

Nov-1

0

Dec-1

0

Jan-1

1

Feb

-11

Mar-

11

Apr-

11

May-1

1

Jun-1

1

Jul-11

Aug-1

1

Sep-1

1

Oct-

11

Nov-1

1

Dec-1

1

Jan-1

2

Mo

nth

ly h

ou

rs p

er

pers

on

Trend

break

July

2009

(RDD

Online)

TrendbreakSep. 2011

(Hybrid)


9


0

10

20

30

40

50

60

70

80

Dec-0

8

Jan-0

9

Feb-0

9

Ma

r-0

9

Apr-

09

May-0

9

Jun-0

9

Jul-09

Aug-0

9

Sep-0

9

Oct-

09

Nov-0

9

Dec-0

9

Jan-1

0

Feb-1

0

Ma

r-1

0

Apr-

10

May-1

0

Jun-1

0

Jul-10

Aug-1

0

Sep-1

0

Oct-

10

Nov-1

0

Dec-1

0

Jan-1

1

Feb-1

1

Ma

r-1

1

Apr-

11

May-1

1

Jun-1

1

Jul-11

Aug-1

1

Sep-1

1

Oct-

11

Nov-1

1

Dec-1

1

Jan-1

2

Mo

nth

ly v

isit

s p

er

pers

on

Visits per person

Trendbreak

Sep. 2011 (Hybrid)

Trend

break

July

2009

(RDD

Online)


10


Top Brands by Unique Audience in January

“YouTube and eBay have both jumped a place in the top 10.

Blogger re-enters the top 10 brands”

“The universe and all major brands, swung back up in January”

Brands Rank (Jan 12)Unique Audience

(000) Jan 12Rank (Dec 11)

Unique Audience (000) Dec 11

%Change M-on-M

Google 1 14,447 1 13,704 5%

Facebook 2 11,316 2 10,682 6%

NineMSN/MSN 3 10,668 3 10,236 4%

YouTube 4 9,341 5 8,684 8%

Microsoft 5 8,707 4 8,457 3%

Yahoo!7 6 7,992 6 7,349 9%

eBay 7 7,479 8 6,683 12%

Apple 8 7,154 7 6,976 3%

Wikipedia 9 6,920 9 6,209 11%

Blogger 10 4,513 #N/A #N/A #N/A


11


The Top 10 Brands – stickiness*

*Stickiness is a custom visualization derived from reach, time and visits – not a standalone metric

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 5 10 15 20 25 30 35 40

Visits per Person

YouTube Google eBay

Yahoo!7 Microsoft NineMSN/MSN

Wikipedia Apple Blogger

Facebook

Bubble Size = Time per

Acti

ve

Reach

(%)

Top 10 brandsVisits Per

PersonActive Reach

Time Per Person

Google 31.7 88% 1:57:11

Facebook 30.26 69% 8:12:48

NineMSN/MSN 22.74 65% 1:38:05

YouTube 8.97 57% 1:04:33

Microsoft 9.03 53% 1:18:14

Yahoo!7 14.32 49% 1:10:18

eBay 12.2 46% 1:55:33

Apple 8.5 44% 1:13:36

Wikipedia 6.28 42% 0:21:46

Blogger 4.6 27% 0:12:43


12


Major categories snapshot for January

“Consumers spent almost 8 billion minutes in January on Search

engines/Portals and Communities”

Major categories

Unique Audience (000) Active Reach (%)

Total Sessions (000)

Sessions Per Person

Total Minutes (000)

Time Per Person (hh:mm:ss)

Total Page Views (000)

Search Engines/Portals & Communities 15198 92.45 696208 45.81 7772332 8:31:25 14735073

Entertainment 14111 85.84 422474 29.94 5140353 6:04:17 7894979

Telecom/Internet Services 13368 81.32 381467 28.54 2445790 3:02:57 3385572

Computers & Consumer Electronics 13173 80.13 271316 20.6 2371572 3:00:02 1144229

News & Information 12173 74.04 285275 23.44 1182222 1:37:07 1578523

Multi-category Commerce 11757 71.52 213963 18.2 1718529 2:26:10 3572933

Finance/Insurance/Investment 11110 67.58 177297 15.96 815843 1:13:26 1801293

Travel 10963 66.69 116761 10.65 684597 1:02:27 1193123

Government & Non-Profit 10393 63.22 120025 11.55 541593 0:52:07 1008733

Home & Fashion 9853 59.93 98029 9.95 563185 0:57:10 1080549

Family & Lifestyles 9831 59.8 103621 10.54 742738 1:15:33 1419787

Corporate Information 8335 50.7 57483 6.9 198975 0:23:52 376740

Education & Careers 7117 43.29 66960 9.41 415572 0:58:24 782213

Automotive 5378 32.71 30841 5.73 281839 0:52:24 622466

Special Occasions 3708 22.55 16218 4.37 62224 0:16:47 118490


13


Categories – by stickiness

“Search and Social Media dominates the Australian Internet landscape”

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 10 20 30 40 50 60

Visits per Person

Computers & Consumer Electronics Search Engines/Portals & Communities

Finance/Insurance/Investment Multi-category Commerce

News & Information Telecom/Internet Services

Government & Non-Profit Travel

Home & Fashion Entertainment

Family & Lifestyles Corporate Information

Education & Careers Automotive

Special Occasions

Bubble Size = Time per Person

Ac

tive

Re

ac

h(%

)


14


Current Events & Global News – stickiness

“ninemsn Nine News leads the category in reach although smh.com.au has higher visits per person and time per person”

0%

5%

10%

15%

20%

25%

0 2 4 6 8 10 12 14 16

Visits per Person

Yahoo!7 News - 7News Websites

ninemsn Nine News

ABC News Websites

The Age

Herald Sun

news.com.au

thetelegraph.com.au

BBC

MailOnline

smh.com.au

Bubble Size = Time per Person

Ac

tive

Re

ac

h(%

)


15


– emerging trend

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

0

200

400

600

800

1000

1200

1400

Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012

Pag

e V

iew

s (

000)

UA

(000)

UA Page Views (000)

“UK based news and gossip site www.dailymail.co.uk is gaining a

strong Australian following. It now reaches over 1.2m Australians and

is the #10 ranked Current Events & Global News site in January”


http://www.dailymail.co.uk/

16


Pinterest – emerging trend?

0

50

100

150

200

250

300

350

400

Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012

UA

(000)

UA

“There has been a lot of buzz surrounding the new social photo sharing

website - pinterest.com. In January, the UA began to take off and sits at 360k

Australians. Although the site is still small, it is starting to see real growth”


17


Over two

thirds of users

are female

Average age

of user is

around 30

Site skews to

lower/middle

income groups

Site attracts

students and

homemakers

Who’s using Pinterest?

Source: Nielsen Online Ratings January 2012 **refers to composition index ofdemographic on Pinterest

18


Internet browsing via mobile is booming

Source Nielsen Online Traffic (Mobile Market Intelligence – January 2012)

Mobile Market Aggregate; Average Daily Unique Browsers

0

100000

200000

300000

400000

500000

600000

700000

800000

Dec 09

Jan 10

Feb 10

Mar 10

Apr 10

May 10

Jun 10

Jul 10

Aug 10

Sep 10

Oct 10

Nov 10

Dec 10

Jan 11

Feb 11

Mar 11

Apr 11

May 11

Jun 11

Jul 11

Aug 11

Sep 11

Oct 11

Nov 11

Dec 11

Jan 12

Av

era

ge D

aily U

B

January saw the biggest single jump in the Australian mobile universe

19


Australia’s first ever multi-screen report reveals

an evolution in television viewing…

Australian Multi-Screen Report Q4 2011 is available now – download your copy:http://nielsen.com/us/en/insights/reports-downloads/2012/australian-multi-screen-report.html

http://nielsen.com/us/en/insights/reports-downloads/2012/australian-multi-screen-report.html









20

Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source NIELSEN: US Children using tablets– January 2012)

A Nielsen survey of American adults in tablet-

owning households, with children under 12

years revealed that:

• 70% of these children use a tablet computer

– a 9% increase compared to Q3 2011.

• 77% of those surveyed said children play

downloaded games on their tablets

• 57% said children used tablets to access

educational apps.

• 55% and 41% of parents report that their

children used tablets for entertainment while

traveling or in restaurants, respectively.

• 43% of children also often watch TV shows

and movies. January saw the biggest single jump in the Australian mobile

universe

American Families See Tablets as Playmate,

Teacher and Babysitter

Communicating with friends and family is less popular with only 15% of kids engaging in this activity.

For further details, please contact your Nielsen representative

Thank you

Nielsen Powerpoint template: Gray Footer (Office 2007) · We snapshot the rise of social photo sharing website, pinterest.com and share how American tablet owning households see Tablets

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