• Nielsen Mobile Ratings Report | August 2015

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    IAB Australia and Nielsen are delighted to share with you the second Mobile Story Report, drawing insights from the official release of industry-supported smartphone and tablet ratings preview data (Nielsen Mobile Ratings) for the Australian market. This report is an important milestone in this particularly complex area of measurement and it marks yet another significant step forward in measuring the digital media landscape in Australia.

    With over 15 million Australians now owning a smartphone and some 12 million owning a tablet device, it’s critical that the industry has access to audience measurement data which quantifies the importance of mobile media audiences and helps to inform marketing investments.

    KEY TAKE OUTS, AUGUST, 2015

    The mobile universe – insights into mobile sessions
    • 12.5 million Australians 18+ accessed the internet on their smartphones and 7 million accessed via a tablet.
    • Australians 18+ spend just under 35 hours per person per month on smartphones, and just over 25 hours per person per month on tablet devices.
    • Smartphone users average 206 sessions per month which is more than 4 times than that of people using PCs.
    • Australians spend close to 33 hours on smartphone apps and just over 4 hours on their smartphone browsers each month.
    • Although the growth in smartphone and tablet device ownership has plateaued in the past 3 months, time being spent on smartphones is increasing month-on- month.

    Entertain, educate or excite me – getting consumer attention on mobile
    • Government, banking and classifieds & auctions sub-categories in Australia have a stronger active reach (%) compared to the U.S. market.
    • Entertainment, search and social categories are the largest in the Australian market which rivals the U.S. market in terms of active reach (%).
    • Social, video/movies, gaming, messaging, music, travel, finance and news & information categories all have larger audiences on smartphone than on desktop.
    • Social, entertainment and gaming drive the most time spent on smartphone and tablet.
    • Australians now consume more news & information content on their smartphone than tablet or PC.

    Keeping consumers engaged
    • Australians 18+ are spending 11 hours per month on average engaging with entertainment content on their smartphone and close to 12 hours on tablet.
    • The video streaming category is dominated by YouTube, with Netflix leading from a SVOD perspective and Yahoo7 TV (PLUS7) and ABC iView leading catch-up services on smartphone and tablet respectively.
    • For the month of August 2015, 4.9m Australians 18+ used sports services on their smartphone and 2.3m on their tablets.
    • In August 2015, 8.2m Australians 18+ listened to music or viewed music-related content on their smartphone and 3.7m on tablet.

    Mobile mirrors PC – understanding advertising categories
    • The three leading classifieds categories for PC – automotive, careers and real estate – continue to deliver strong audiences on mobile with, Carsales, Seek and realestate.com.au leading their fields.

    The August 2015 Nielsen Mobile Rating Report is the second edition of preview data released to the Australia 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.
     


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