Over 8% of Australians now own a tablet and savvy businesses must start exploring ways they can advertise and market to the increasing number of users who consume video and other media content through portable, internet-enabled devices, a new Nielsen report argues.
The report claims smartphone penetration now at 35%, and says that 70% of internet users in Australia have accessed audio or video content online in the past 12 months.
“The big message here is that businesses need to realise the way content and communication media is being consumed is changing,” Nielsen senior online research manager Lillian Zrim says.
The Nielsen Australian Online Consumer Report reveals some fascinating statistics about how Australians operate online.
The report says 71% of users accessed audio or video content in 2010, and 30% do so weekly. The number of those users accessing video content increased from 41% to 60% as well.
It also reveals 73% of internet-connected Australians are using some sort of social networking site, and many do so to communicate with their friends about their opinions on certain brands.
But by far the most striking statistics is that not only do 8% of users own a tablet, but that 35% of users now own a smartphone. Overall, 65% of users are able to access their internet on their mobiles – and Zrim says this trend will continue.
“About 8% of Australians own a tablet, but the actual intention to purchase on is huge. And among those people who do own them, we see some really interesting consumption patterns.”
“For instance, tablet owners are more likely to be watching online video than someone who just owns a smartphone. So the bigger screen is a factor here in how they consume content.”
Zrim says this also plays into how businesses should approach tailoring their websites to produce content for specific devices.
“Multiple device usage for online access is really the big thing that’s changing the game. I think the continued upward growth in mobile internet is key in the way our consumption habits are being changed.”
“Of course, the consumption habits on these devices have changed. It started with the youth market, and now those habits have spread out into the mainstream.”
Nielsen says the results show businesses need to start seriously thinking about their strategies for online – not only in developing websites that are tailored for appearing on each device, but also for branching into new areas like video marketing.
Zrim says with the majority of users are now also using social networking, so businesses need to think about how they can make their online experience more social for every consumer that logs on – no matter their age.
“The messages about simultaneous consumption are important here. Consumers are changing the way they view content through multiple devices – and they are also becoming more social – and those aspects need to be included in your strategy.”
Neilsen also points out the number of people who are considering buying new devices such as tablets are actually families with school-aged children.
“This is a marketing push,” Zrim says. “It goes back to the way Telstra marketed broadband. It was marketed as a technology that you needed to have to ensure good education.”
“I think we’re going to see communications campaigns drive the uptake of these types of devices.”
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
