Nielsen merges studies on consumer internet use
Nielsen has merged two studies on consumer internet use into one to reflect the maturity of social media.
The study sees the Australian Internet and Technology Report, which launched in 1997, and the Australian Social Media Report, introduced in 2007, combined to form the new Nielsen Australian Online Consumer Report.
“Back in 2009, there was a good reason to have a separate report on social media,” said Warren Gillmer, Nielsen Company’s marketing communications manager. “But now social media is very much part of the online media landscape and shouldn’t be looked at in isolation.”
The new study will provide “a single, comprehensive view of Australians’ online behaviour, broader media consumption habits, technology adoption and an holistic view of the online market,” he noted.
A few of the report highlights include:
- Mobile internet penetration reaches 50% as smart phone penetration reaches 35% of online Australians
- Tablet ownership already at 8% and expected to triple this year
- 70% accessed audio or video content online in the past 12 months
