• Nielsen Mobile Ratings Report | September 2015

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    IAB Australia and Nielsen are delighted to share with you the third Mobile Story Report. The report draws on 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 11 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

    The mobile universe – insights into mobile sessions

    • In September 2015, 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 under 26 hours per person per month on tablet devices, with September 2015 marking the first month where time spent on tablets exceeded PCs – albeit marginally.
    • Smartphone users 18+ average 199 sessions per month which is more than 4 times than that of people using PCs.
    • Australians 18+ spend around 33 hours on smartphone apps and just under 4 hours on their smartphone browsers each month.
    • Although the growth in smartphone and tablet device ownership has weakened 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

    • Entertainment, search and social categories are the largest in the Australian market and rival 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 PC.
    • Social, entertainment and gaming drive the most time spent on smartphone and tablet.
    • Australians 18+ now prefer to consume news & information content on their smartphone than tablet or PC.

    Keeping consumers engaged

    • Australians 18+ are spending over 10 hours per month on average engaging with entertainment content on their smartphone and close to 12 hours on tablet.
    • Government, banking and classifieds & auctions sub-categories in Australia have a stronger active reach (%) compared to the U.S. market.
    • The video streaming category is dominated by YouTube, with Netflix leading from a VOD perspective and Yahoo7 TV (PLUS7) leading the catch-up services on mobile devices.
    • For the month of September, 5.0m Australians 18+ used sports services on their smartphone and 2.3m on their tablets.
    • In September 2015, 8.2m Australians 18+ listened to music or viewed music-related content on their smartphone and 3.8m on tablet.
    • Over 80% of the active reach (%) on smartphones for the top four banks – Commonwealth Bank, ANZ, NAB and Westpac – is generated by their respective applications.

    The release of the Nielsen Mobile Ratings report preview data is the first phase of major upgrades to the digital audience measurement system in Australia. This September edition of the report is the third and final edition. The next step for the industry will be the launch of Digital Ratings Monthly, early in 2016. Digital Ratings Monthly will give the industry smartphone and tablet panel data fully-fused 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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