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The Australian
Internet and Tech Report
Volume 11, 2009




                     Tony Marlow
                     Research Director, Asia Pacific
                     tony.marlow@nielsen.com




                         Confidential & Proprietary 2009 The Nielsen Company
Key Indicators
Internet Trends Have Evolved




                                             End of 2007:   End of 2008:
                              End of 2006:
               End of 2005:
End of 1997:

                                             80% online     86% online
                              79% online
               74% online
19% online

               53% broadband 74% broadband 84% broadband 97% broadband
0% broadband
Internet Uptake has Stabilised (Metro Trend)
  100%

   90%

   80%

   70%

   60%

   50%

   40%

   30%

   20%

   10%

    0%
          1998        1999          2000         2001   2003   2004   2005          2006           2007           2008
          43%         55%           60%           71%   76%    80%    79%            83%           84%            89%
 Male
          32%         47%           50%           65%   73%    77%    76%            81%           85%            88%
 Total
          25%         40%           41%           59%   70%    73%    73%            78%           85%            87%
 Female



                 Q: Have you ever used the Internet?                        Sample: Aust. Metro adults aged 16+ (n=376)
Broadband Uptake Continues, Metro Trend
100%
                                                             Broadband is now at virtual saturation
90%
                                                                   amongst Internet users
80%

70%

60%

50%

40%

30%

20%

10%

 0%
                                                                                                                     Long Range
        Dial-up              Broadband                                           ADSL          Cable
                                                                                                                      Wireless
         86%                     20%                                               6%           16%
 2003
         57%                     37%                                              12%           24%
 2004
         40%                     53%                                              25%           30%
 2005
         21%                     79%                                              46%           24%                         4%
 2006
         10%                     89%                                              55%           24%                         5%
 2007
          3%                     98%                                              65%           14%                        21%
 2008

                  Q: What type of Internet connection do you currently have at home?    Sample: Aust. Metro Internet users aged 16+
                                                                                                        (2007: n=448, 2008: n=756)
Max Bandwidth Available Internationally
 100


                                                                              Despite Telstra rolling out 30Mbps plan in
  90

                                                                              selected capital cities, Australia still trails
  80
                                                                              other developed nations for max speed.
  70

  60

  50

  40

  30

  20

  10

   0
                                                                        USA




                                                                                                                     Italy




                                                                                                                                            Germany
                                                                                           Australia




                                                                                                                                      UK
                   Hong Kong




                                                                                 Finland




                                                                                                                             Spain




                                                                                                                                                                Iceland
                                         Japan




                                                                                                       Netherlands
       Singapore




                                                 South Korea




                                                                                                                                                      Denmark
                                                               France




                                                                                                                                                                          New Zealand
                               Sweeden




                                                                                                                                     Source data: Ovum, May 2007
Even with 30Mbps available…
70%
                                                                                           24 mbps +

60%
                                       4%
       3%
                                                              2%
                                                              3%                           up to 23.9 mbps
       6%                              8%                               1%
                                                                        1%
                                                                        1%
50%                                                           6%

       10%                                                             11%
                                      13%                                                  up to 10 mbps
40%
                                                              19%

       17%
30%                                                                                        up to 1.5 mbps
                                      16%
                                                                       25%

20%
                                                                       38%
                                                              18%
                                                                                           up to 512 kbsp
       15%
                                                            27%
                                      12%
      23%                          19%
10%
                                                                       13%
                                                              9%                           256 kbps
       8%                              7%
 %
      Overall                        Metro                  Regional   Rural

                Q: What speed is your home internet plan?              Note: Respondents unsure excluded
Speeds intended to acquire in next 12 mths
100%
                                                                                                 24 mbps +
 90%
                                                                                         27%
        34%                          34%                           35%
 80%
                                                                                                 up to 23.9 mbps
                                                                                         56%
 70%
                                                                 66%                     14%
       71%                        75%                               8%
        11%
 60%                               12%
                                                                                                 up to 10 mbps

                                                                                         15%
 50%
                                                                   23%
        26%
 40%                                 29%                                                         up to 1.5 mbps

 30%
                                                                                         35%
                                                                   20%
                                                                                                 up to 512 kbsp
 20%    18%
                                     16%

 10%                                                               12%
                                                                                          5%
         8%                           7%
                                                                                          4%     256 kbps
                                                                    3%
         2%                           2%
 0%
       Overall                      Metro                       Regional                 Rural

           Q:What Internet connection speed do you think you will most likely acquire?
44% use their Internet mobile to go online                0%     5%      10%   15%      20%      25%     30%     35%      40%     45%

                         Information: News / weather                                                                             41%
                                                   Email                                                                    38%
                                       General Search                                                                      38%
Local Business / Directories Search (eg Yellow pages)                                                              33%
                                     Maps / directions                                                            32%
                                   Mobile Web Search                                                          30%
       D'loading ring tones, wallpapers, screensavers                                                        30%
                             D'loading mobile games                                                      27%
                                  Information: Sports                                             22%
                                    Instant Messaging                                       19%
                         D'loading other applications                                    17%
                                               Banking                                16%
                                    Social Networking                              14%
                                      D'loading Music                            13%
            Watched other Video clips (e.g. YouTube)                            12%
                                              Mobile TV                   8%
                                                                                               Similar to the past, quick
                                  Auctions (e.g. eBay)                    7%

                                                                                                ‘snippets’ are the most
                                       Booking tickets               5%
                             Mobile VoIP (e.g. Skype)           2%
                                                                                               demanded activities from
                                      Other purchases           2%
                                                                                                    mobile internet.
                                        Other activities               6%
                                               Not Sure      0%
                        Q: What activities have you done using a mobile phone Internet service?
                                                                                      Sample: Aust. Internet Population using and ever used mobile Internet
                                                                                                                                                 (n=1354)
Mobile Services Used, Expected growth            0%          10%             20%            30%         40%         50%         60%

                  Information: News / weather                                 41%                                  13%         54%
                                          Email                              38%                               12%        50%
                               General Search                                38%                              9%     47%
              Local Search(e.g. Yellow pages)                           33%                             12%        45%
                             Maps / directions                          32%                              16%             49%
                           Mobile Web Search                           30%                        7%     37%
D'loading ring tones, wallpapers, screensavers                         30%                        8%     37%
                      D'loading mobile games                       27%                       5%    32%
                          Information: Sports                     22%                   9%        31%
                            Instant Messaging                19%                    12%           31%
                  D'loading other applications               17%                  10%        27%
                                       Banking              16%               10%       25%
                            Social Networking               14%              7%     22%
                              D'loading Music           13%                  13%          26%
     Watched other Video clips (e.g. YouTube)           12%             6%    18%
                                                                                                   Have used
                                     Mobile TV         8%          11%            19%
                                                                                                   Intend to use (nxt 12 months)
                          Auctions (e.g. eBay)         7%         7%     14%
                               Booking tickets     5%        8%        12%
                      Mobile VoIP (e.g. Skype)    2% 8%            10%



                        Q: Which do you intend to do using mobile phone internet in the next 12 months?
                                                                                                           Sample: Aust. Internet Population using a mobile phone
                                                                                                                                                        (n=1354)
Cross Media Consumption
Media Consumption and Leisure Activities
                                                                                                                                16.1 +2.4 hrs
     Internet                                                                                               13.7
                                                                                                       12.9        - 0.4 hr
          TV                                                                                             13.3
                                                                             8.8
       Radio                                                                        9.9 - 1.1 hrs
                                                                            8.5
   PC Offline                                                            8.0
                                                  5.4
Video Games                                 4.6
                                                5.2
    Exercise                                     5.3
                                                5.2
        Mp3                                   4.8
                                    For the second year, TV hours did not
                                                5.1
      Books                                     5.1
                                  increase. The official OzTAM currency also
                                              4.9
Online Radio                              4.2
                                            noted a decrease year-on-year.
                                            4.6
   PC Video                    2.5
                                         4.1
 DVD / Video                           3.8
                                       3.7
Mobile Phone                           3.8
                                 2.8                                   2008
  Newspaper                        3.1
                                                                       2007
                            2.0
   Magazine                  2.2

                0          2             4             6             8             10           12         14              16             18
                                                            Average Hours Per Week

                    Q: On average, how many hours per week do you spend on the following activities?
                                                                                                         Sample: Aust. Internet users aged 16+
                                                                                                                               (2008: n=1,956)
Media Consumption, Age
                                                                                                 13.4
  Internet                                                                                                       16.2
                                                                                                                                        19.4

                                                                                                             15.6
       TV                                                                                 12.6
                                                                        9.7

                                                                                11.0
    Radio                                                        8.3
                                                    6.3

                                   3.9
Newspaper                 2.3
                       2.0

                          2.2                                                                      50 years +
 Magzines             1.9                                                                          30-49 years
                                                                                                   16-29 years
                      1.9

             0.0    2.0          4.0          6.0          8.0         10.0        12.0          14.0       16.0          18.0          20.0
                                                          Average Hours Per Week

                   Q: On average, how many hours per week would you spend on the following activities?
                                                                                                         Sample: Aust. Internet users aged 16+
                                                                                                                                      (n=1,956)
Simultaneous Media Consumption
                         80%


                         70%


                         60%


                         50%


                         40%


                         30%


                         20%


                         10%


                            %
                                           Overall                     16-29 years   30-49 years                   50 years+
                                             61%                          75%           67%                            40%
Internet + TV
                                             50%                          44%           54%                            51%
Internet + Radio
                                             11%                           7%           11%                            16%
Radio + TV
                                             19%                          15%           14%                            28%
No simultaneous consumption

                   Q: Do you ever do the following at the same time?
                                                                                              Sample: Aust. Internet users aged 16+
                                                                                                                            (n=975)
Frequency of TV + Internet
                100%
                                                                              4%
                                                   5%
                         7%          9%
                                                                                                     Less often
                                                   8%                        10%
                         8%
                                     8%
                                                  12%
                80%     11%                                                  12%
                                     9%
                                                                                                     Once or twice per
                                                                                                     month

                                                  20%
                        22%                                                  22%
                                    24%
% Respondents




                60%                                                                                  Once per week



                                                 22%
                                                87%                                                  Several times per week
                       85%                                                86%
                                  83%
                        22%                                                20%
                40%                22%


                                                                                                     Almost every day

                20%
                                                  34%
                        31%                                                  31%
                                    28%
                                                                                                     Daily


                 0%
                       Overall   16-29 years   30-49 years               50 years+



                                                        Sample: Aust. Internet users aged 16+ who multi-task Internet/television
                                                                                                                        (n=563)
Frequency of Radio + Internet
                100%
                                                                             11%
                                                  12%
                        14%
                                                                                                     Less often
                                    22%
                                                                              9%
                                                  15%
                80%     14%
                                                                              8%                     Once or twice per
                                                                                                     month
                                    16%
                                                  12%
                        12%
% Respondents




                60%                                                                                  Once per week
                                                                             31%
                                    16%
                        26%                       28%
                                                                                                     Several times per week
                                                                          80%
                40%                 14%
                                                73%
                       72%
                                  62%                                        18%
                                                                                                     Almost every day
                        18%
                                                  18%
                                    19%
                20%

                                                                                                     Daily
                                                                             22%
                        17%                       15%
                                    13%
                 0%
                       Overall   16-29 years   30-49 years               50 years+



                                                             Sample: Aust. Internet users aged 16+ who multi-task Internet/radio
                                                                                                                        (n=116)
Primary Focus of Attention
100%

                                                       17%
90%     22%                                                                                             22%
                                                                                25%
                                                        2%
80%
         2%                                                                                              2%
                                                       14%                       2%
        10%                                                                                              9%
70%                                                                                                                           Equal attention
                                                                                 9%

60%                                                                                                                           Radio


50%                                                                                                                           TV


40%                                                                                                                           Internet

                                                       68%                                              66%
        66%                                                                     64%
30%


20%


10%


 0%
       Overall                                     16-29 years             30-49 years              50 years+

              Q: When you are using / watching /listening to more than one of these
              (Internet, TV, Radio) at the same time, which one has most of your         Sample: Aust. Internet users aged 16+ who multi-task
              attention?                                                                                                            (n=776)
Online Multi-Tasking
100%
                                                                                    92%
90%
                                81%                                                                           80%
        78%
80%
                                                          74%

70%
                                                                                                                                        62%
60%


50%


40%


30%


20%


10%


  %
       Overall                  Male                    Female                  16-29 years               30-49 years                50 years+

                 Q: Thinking only about online activities, do you ever undertake more than one online activity at the same time (e.g. check
                 emails while downloading an unrelated file)?                                                 Sample: Aust. Internet users aged 16+
                                                                                                                                           (n=776)
Consumer Generated Media
Unique Browsers




          -
               500,000
                                  1,000,000
                                              1,500,000
                                                                            2,000,000
                                                                                                  2,500,000
                                                                                                              3,000,000
                                                                                                                                      3,500,000
                                                                                                                                                  4,000,000
                                                                                                                                                                        4,500,000
                                                                                                                                                                                               5,000,000


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Apr-07
May-07
Jun-07
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                                                                                                                                                                                                           Visitation to CGM Sites




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The Australian Internet and tech report

  • 1. The Australian Internet and Tech Report Volume 11, 2009 Tony Marlow Research Director, Asia Pacific tony.marlow@nielsen.com Confidential & Proprietary 2009 The Nielsen Company
  • 3. Internet Trends Have Evolved End of 2007: End of 2008: End of 2006: End of 2005: End of 1997: 80% online 86% online 79% online 74% online 19% online 53% broadband 74% broadband 84% broadband 97% broadband 0% broadband
  • 4. Internet Uptake has Stabilised (Metro Trend) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1998 1999 2000 2001 2003 2004 2005 2006 2007 2008 43% 55% 60% 71% 76% 80% 79% 83% 84% 89% Male 32% 47% 50% 65% 73% 77% 76% 81% 85% 88% Total 25% 40% 41% 59% 70% 73% 73% 78% 85% 87% Female Q: Have you ever used the Internet? Sample: Aust. Metro adults aged 16+ (n=376)
  • 5. Broadband Uptake Continues, Metro Trend 100% Broadband is now at virtual saturation 90% amongst Internet users 80% 70% 60% 50% 40% 30% 20% 10% 0% Long Range Dial-up Broadband ADSL Cable Wireless 86% 20% 6% 16% 2003 57% 37% 12% 24% 2004 40% 53% 25% 30% 2005 21% 79% 46% 24% 4% 2006 10% 89% 55% 24% 5% 2007 3% 98% 65% 14% 21% 2008 Q: What type of Internet connection do you currently have at home? Sample: Aust. Metro Internet users aged 16+ (2007: n=448, 2008: n=756)
  • 6. Max Bandwidth Available Internationally 100 Despite Telstra rolling out 30Mbps plan in 90 selected capital cities, Australia still trails 80 other developed nations for max speed. 70 60 50 40 30 20 10 0 USA Italy Germany Australia UK Hong Kong Finland Spain Iceland Japan Netherlands Singapore South Korea Denmark France New Zealand Sweeden Source data: Ovum, May 2007
  • 7. Even with 30Mbps available… 70% 24 mbps + 60% 4% 3% 2% 3% up to 23.9 mbps 6% 8% 1% 1% 1% 50% 6% 10% 11% 13% up to 10 mbps 40% 19% 17% 30% up to 1.5 mbps 16% 25% 20% 38% 18% up to 512 kbsp 15% 27% 12% 23% 19% 10% 13% 9% 256 kbps 8% 7% % Overall Metro Regional Rural Q: What speed is your home internet plan? Note: Respondents unsure excluded
  • 8. Speeds intended to acquire in next 12 mths 100% 24 mbps + 90% 27% 34% 34% 35% 80% up to 23.9 mbps 56% 70% 66% 14% 71% 75% 8% 11% 60% 12% up to 10 mbps 15% 50% 23% 26% 40% 29% up to 1.5 mbps 30% 35% 20% up to 512 kbsp 20% 18% 16% 10% 12% 5% 8% 7% 4% 256 kbps 3% 2% 2% 0% Overall Metro Regional Rural Q:What Internet connection speed do you think you will most likely acquire?
  • 9. 44% use their Internet mobile to go online 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Information: News / weather 41% Email 38% General Search 38% Local Business / Directories Search (eg Yellow pages) 33% Maps / directions 32% Mobile Web Search 30% D'loading ring tones, wallpapers, screensavers 30% D'loading mobile games 27% Information: Sports 22% Instant Messaging 19% D'loading other applications 17% Banking 16% Social Networking 14% D'loading Music 13% Watched other Video clips (e.g. YouTube) 12% Mobile TV 8% Similar to the past, quick Auctions (e.g. eBay) 7% ‘snippets’ are the most Booking tickets 5% Mobile VoIP (e.g. Skype) 2% demanded activities from Other purchases 2% mobile internet. Other activities 6% Not Sure 0% Q: What activities have you done using a mobile phone Internet service? Sample: Aust. Internet Population using and ever used mobile Internet (n=1354)
  • 10. Mobile Services Used, Expected growth 0% 10% 20% 30% 40% 50% 60% Information: News / weather 41% 13% 54% Email 38% 12% 50% General Search 38% 9% 47% Local Search(e.g. Yellow pages) 33% 12% 45% Maps / directions 32% 16% 49% Mobile Web Search 30% 7% 37% D'loading ring tones, wallpapers, screensavers 30% 8% 37% D'loading mobile games 27% 5% 32% Information: Sports 22% 9% 31% Instant Messaging 19% 12% 31% D'loading other applications 17% 10% 27% Banking 16% 10% 25% Social Networking 14% 7% 22% D'loading Music 13% 13% 26% Watched other Video clips (e.g. YouTube) 12% 6% 18% Have used Mobile TV 8% 11% 19% Intend to use (nxt 12 months) Auctions (e.g. eBay) 7% 7% 14% Booking tickets 5% 8% 12% Mobile VoIP (e.g. Skype) 2% 8% 10% Q: Which do you intend to do using mobile phone internet in the next 12 months? Sample: Aust. Internet Population using a mobile phone (n=1354)
  • 12. Media Consumption and Leisure Activities 16.1 +2.4 hrs Internet 13.7 12.9 - 0.4 hr TV 13.3 8.8 Radio 9.9 - 1.1 hrs 8.5 PC Offline 8.0 5.4 Video Games 4.6 5.2 Exercise 5.3 5.2 Mp3 4.8 For the second year, TV hours did not 5.1 Books 5.1 increase. The official OzTAM currency also 4.9 Online Radio 4.2 noted a decrease year-on-year. 4.6 PC Video 2.5 4.1 DVD / Video 3.8 3.7 Mobile Phone 3.8 2.8 2008 Newspaper 3.1 2007 2.0 Magazine 2.2 0 2 4 6 8 10 12 14 16 18 Average Hours Per Week Q: On average, how many hours per week do you spend on the following activities? Sample: Aust. Internet users aged 16+ (2008: n=1,956)
  • 13. Media Consumption, Age 13.4 Internet 16.2 19.4 15.6 TV 12.6 9.7 11.0 Radio 8.3 6.3 3.9 Newspaper 2.3 2.0 2.2 50 years + Magzines 1.9 30-49 years 16-29 years 1.9 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 20.0 Average Hours Per Week Q: On average, how many hours per week would you spend on the following activities? Sample: Aust. Internet users aged 16+ (n=1,956)
  • 14. Simultaneous Media Consumption 80% 70% 60% 50% 40% 30% 20% 10% % Overall 16-29 years 30-49 years 50 years+ 61% 75% 67% 40% Internet + TV 50% 44% 54% 51% Internet + Radio 11% 7% 11% 16% Radio + TV 19% 15% 14% 28% No simultaneous consumption Q: Do you ever do the following at the same time? Sample: Aust. Internet users aged 16+ (n=975)
  • 15. Frequency of TV + Internet 100% 4% 5% 7% 9% Less often 8% 10% 8% 8% 12% 80% 11% 12% 9% Once or twice per month 20% 22% 22% 24% % Respondents 60% Once per week 22% 87% Several times per week 85% 86% 83% 22% 20% 40% 22% Almost every day 20% 34% 31% 31% 28% Daily 0% Overall 16-29 years 30-49 years 50 years+ Sample: Aust. Internet users aged 16+ who multi-task Internet/television (n=563)
  • 16. Frequency of Radio + Internet 100% 11% 12% 14% Less often 22% 9% 15% 80% 14% 8% Once or twice per month 16% 12% 12% % Respondents 60% Once per week 31% 16% 26% 28% Several times per week 80% 40% 14% 73% 72% 62% 18% Almost every day 18% 18% 19% 20% Daily 22% 17% 15% 13% 0% Overall 16-29 years 30-49 years 50 years+ Sample: Aust. Internet users aged 16+ who multi-task Internet/radio (n=116)
  • 17. Primary Focus of Attention 100% 17% 90% 22% 22% 25% 2% 80% 2% 2% 14% 2% 10% 9% 70% Equal attention 9% 60% Radio 50% TV 40% Internet 68% 66% 66% 64% 30% 20% 10% 0% Overall 16-29 years 30-49 years 50 years+ Q: When you are using / watching /listening to more than one of these (Internet, TV, Radio) at the same time, which one has most of your Sample: Aust. Internet users aged 16+ who multi-task attention? (n=776)
  • 18. Online Multi-Tasking 100% 92% 90% 81% 80% 78% 80% 74% 70% 62% 60% 50% 40% 30% 20% 10% % Overall Male Female 16-29 years 30-49 years 50 years+ Q: Thinking only about online activities, do you ever undertake more than one online activity at the same time (e.g. check emails while downloading an unrelated file)? Sample: Aust. Internet users aged 16+ (n=776)
  • 20. Unique Browsers - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000 5,000,000 Jan-06 Feb-06 Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Visitation to CGM Sites Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Slide bebo Flickr Blogger YouTube Facebook Wikipedia Myspace.com Yahoo!7 Answers