Melon Corporate Blog
Aussies now use the internet more than TV
This week Nielsen Online released the “Nielsen Online’s 10th Australian Internet and Technology Report” (100KB pdf).
One of the important metrics that came out of the study is that for the first time Australians are using the internet more than they are watching TV.
The study found that Australians were spending around 13.7 hours per week surfing the ‘net, while average television viewing was around 13.3 hours per week.
The study also showed that the most popular online activities undertaken regularly were email (98%), banking (72%) and accessing news, sport and weather updates (72%). Growth areas in online activities in the year ahead are expected to be accommodation bookings and instant messaging, both of which are predicted to growth by around 20 percent.
Email is only predicted to grow by 0.4%.
This is probably due to the fact that email penetration is already so high combined with the fact that people are their saturaton point with respect to processing emails. Important factors for email marketing professionals to consider.
See more details of the study here (100kb pdf).
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