THE AUSTRALIAN ONLINE
LANDSCAPE REVIEW
JULY 2014
STATE OF THE ONLINE LANDSCAPE
July 2014
Welcome to the July 2014 edition of Nielsen’s Online Landscape Review.
The online landscape in July saw Australians spend 39 hours online over 64 sessions.
With nearly 41 billion minutes spent online with 33 billion pages viewed.
For July; we focus on the two areas – News and the Finance / Insurance / Investment
categories. Financial Services sites had a huge month of growth – influenced by the
end of financial year.
Please note the updates for this month – Nielsen Market Intelligence Data update
and Google accepting OCR tags.
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
If you’d like to know more about any of the insights presented within this report,
contact your Nielsen Account Manager directly or email careau@nielsen.com.
Source: Nielsen Online Ratings – Hybrid, July 2014; Nielsen Market Intelligence, July 2014
2
July 2014
Highlights
Nielsen Online Ratings: Hybrid
Since 2007, online Australians have spent more time
accessing the internet than any other media in a given
week. They now spend 23 hours and 56 minutes
online per week, across all connected devices and
screens.
Source: Nielsen Connected Consumers Report 2014
AT A GLANCE: THE ONLINE LANDSCAPE
July 2014
32 billion viewed pages.
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
41 billion minutes spent.
39 hours spent online, across 64 sessions.
17,491,000 people were actively surfing online.
Indicates growth or decline based on the previous month
Source: Nielsen Online Ratings – Hybrid, July 2014
5
TOP BRANDS COMPARISON - SURFING
July 2014 – Unique Audience (000s)
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
% growth on
last month
(Jun/July – AU)
UNITED STATES
AUSTRALIA
GOOGLE
1
+2%
GOOGLE
2
+3%
MI9
11,152
FACEBOOK
113,744
3
+2%
FACEBOOK
11,109
YAHOO
112,402
4
-2%
YOUTUBE
5
-7%
MICROSOFT
6
-3%
YAHOO!7
7,424
AOL MEDIA
NETWORK
77,195
7
-5%
EBAY
7,290
MICROSOFT
75,976
8
-3%
WIKIPEDIA
7,178
AMAZON
72,529
9
-2%
APPLE
10
+10%
SKYPE
15,103
9,616
8,782
5,996
4,657
147,739
MSN
110,246
YOUTUBE
WIKIPEDIA
APPLE
99,558
57,248
47,984
6
TOP 10 BRANDS AND THEIR ENGAGEMENT
July 2014
100
Bubble Size = Time per
Person
90
Google
Mi9
80
Facebook
YouTube
Active Reach (%)
70
60
50
40
Microsoft
Yahoo!7
eBay
Wikipedia
30
Apple
20
Skype
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
10
Sessions per Person
0
0
5
10
15
20
25
30
35
40
Skype had nearly 4.7 million Australians surfing their site – this was a 10% increase. Female Audiences had the
biggest influence on this jump – 2.3 million female Australians; up 20%, compared to last month.
Source: Nielsen Online Ratings – Hybrid, July 2014
7
TOP 10 BRANDS AND THEIR ENGAGEMENT
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
July 2014
Unique
Audience
Rank
Brands
Unique
Audience (000s)
Page Views
(000s)
Active Reach
(%)
Sessions Per
Person
Time Per Person
1
Google
15,103
4,192,586
86.35
29.91
03:08:31
2
Mi9
11,152
1,407,093
63.75
19.01
02:16:43
3
Facebook
11,109
2,993,855
63.51
27.21
09:13:44
4
YouTube
9,616
876,513
54.98
10.98
03:37:13
5
Microsoft
8,782
47,635
50.21
8.81
01:18:27
6
Yahoo!7
7,424
413,733
42.45
11.89
01:18:45
7
eBay
7,290
1,141,264
41.68
10.69
02:10:48
8
Wikipedia
7,178
184,214
41.04
6.45
00:36:48
9
Apple
5,996
33,259
34.28
7.71
00:53:54
10
Skype
4,657
27,845
26.62
20.83
01:57:04
Including web-based applications
Source: Nielsen Online Ratings – Hybrid, July 2014
8
HYBRID SURFING: AGE DEMOGRAPHICS ONLINE
July 2014
2-17
Percentage of Online
Australians
8.7%
18-24
1,640
25-34
35-49
50+
11.4%
19.6%
27.4%
32.9%
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
37:03
Average Page Views
322
1,496
2,188
2,290
1,969
Average Time Per Person*
8:48
36:51
43:16
44:19
41:09
Indicates growth or decline based on the previous month
*HH:MM
Source: Nielsen Online – Hybrid, July 2014
9
GENDER BREAKDOWN – ACTIVE UNIVERSE
8,939,000 UA
50+
50+
8%
35-49
25-34
35-49
12%
32%
25-34
10%
11%
34%
18-24
18-24
2-17
8,553,000 UA
19%
2-17
29%
The 2-17 age group saw a significant increase in online consumption
in July which is common during school holidays. Specifically there
were 52% more female kids surfing the web.
20%
26%
The decrease in male audiences consuming online content came
from the absence of male Australians in the 35-49 age group – a
13% drop. Also – this decrease could be a normalisation, coming
off a peak in June; where there were a lot of major sports events.
July 2014
Category Spotlight:
News – Current Events &
Global News
NEWS – AUSTRALIA VS. UNITED STATES
Interestingly, when comparing how Australians and Americans* engage with the News category - Australians
were spending up to 56 percent more time per person and 11 percent more sessions per person.
Furthermore, the top 10 news sites in Australia and the United States show a surprising similarity. The top 10
News sites in Australia reached anywhere from 9 percent - 22 percent of the online population for July while
the top 10 News sites in the United States reached between 8 percent – 19 percent of the online population
for June.
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
+56%
more
Time Per
Person
+11%
more
Sessions
Per
Person
*Please note that NetView US uses a panel only methodology while Nielsen Online Ratings combines both Panel & Tagging.
Source: Nielsen Online Ratings – Hybrid, June 2014
12
TOP 10 NEWS SITES – AUDIENCE
News Sites in July saw a significant increase in engagement from Australians. Looking at the overall category –
there was a 7 percent increase in total time and a 5 percent increase for time per person, compared to last
month. Also, investigating within the Top 10 News Sites:
• 6 out of the top 10 sites had growth in Sessions Per Person – Yahoo!7 News Websites was the most
noteworthy with a 35 percent increase, compared to June.
• 7 out of the top 10 sites had Australians spending more Time Per Person surfing their news sites – Daily
Mail Australia and The Guardian had increases of 113 percent and 40 percent, respectively.
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
Sites
Unique Audience Time Per Person Sessions Per Sessions Per
(000)
(hh:mm:ss)
Person
Person
Growth
July
July
June
July
(%)
News.com.au
Smh.com.au
3,937
3,453
01:12:22
01:06:31
11.45
9.83
11.24
10.34
-2
5
Ninemsn News Websites
3,033
2,509
2,357
2,327
1,954
1,908
1,870
1,604
00:38:17
00:39:13
00:46:55
00:26:58
01:10:42
00:35:33
00:46:24
00:29:47
10.36
8.70
6.86
5.87
11.24
8.44
6.41
7.34
10.91
8.90
6.65
7.90
12.28
8.23
6.98
6.41
5
2
-3
35
9
-3
9
-13
ABC News Websites
Daily Mail Australia
Yahoo!7 News Websites
The Age
Herald Sun
The Guardian
The Daily Telegraph
13
Source: Nielsen Online Ratings – Hybrid, June & July 2014
NEWS – AUDIENCE PROFILE
Comparing Male and Female consumption of News content:
• News sites reached 5 percent more male Australians than females.
• Males spend 50 percent more time per person on News content than their female counterparts and nearly
40 percent more sessions per person.
• Even though there is a male skew for the News category; July saw a 6 % growth in female Australians on
News content compared to last month.
• One of the biggest contributors to this growth in Unique Audience were from the female audiences in the
21 – 34 age group. This group saw an increase of 240,000 in July.`
Unique Audience (000)
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
July
5,050
Unique Audience (000)
July
5,017
Time Per
Sessions Active Reach
Person
Per Person
(%)
(hh:mm:ss)
July
July
July
03:08:14
25.81
59.05
Time Per
Sessions Active Reach
Person
Per Person
(%)
(hh:mm:ss)
July
July
July
02:04:56
18.70
56.12
Source: Nielsen Online Ratings – Hybrid June & July 2014
14
July 2014
Highlights
Nielsen Online Ratings: Hybrid Streaming
Males still spend more time online each week than
females, though females spend more time online via
tablets and smartphones than males. Time on mobile
(phone) internet among women has increased the
most (4.1hrs up to 5hrs per week) as has their time
watching video on a tablet computer.
Source: Nielsen Connected Consumers Report 2014
HYBRID STREAMING KEY ONLINE STATISTICS
July 2014
2.7 billion streams watched.
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
6.5 billion minutes streamed.
7 hours and 57 minutes spent
streaming per person.
13,576,000 people were actively streaming online.
Indicates growth or decline based on the previous month
Source: Nielsen Online Ratings – Hybrid, July 2014
17
TOP BRANDS COMPARISON - STREAMING
July 2014
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
July
1
-1%
2
+6%
3
+13%
4
-3%
5
-13%
6
+4%
7
June
YOUTUBE
11,486
FACEBOOK
5,959
VEVO
4,030
YOUTUBE
11,560
FACEBOOK
VEVO
5,600
3,553
MI9
2,595
THE COLLEGEHUMOR
NETWORK
2,962
THE COLLEGE HUMOR
NETWORK
2,579
MI9
2,678
NEWS.COM.AU
1,747
NEWS.COM.AU
1,685
+4%
SMH.COM.AU
1,436
SMH.COM.AU
1,386
8
+2%
YAHOO!7
1,302
ABC ONLINE
NETWORK
1,283
9
-14%
ABC ONLINE
NETWORK
1,109
YAHOO!7
1,276
10
+7%
TELSTRA MEDIA
DAILYMOTION
1,129
930
18
HYBRID STREAMING: TOP 10 BRANDS BY AUDIENCE
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
July 2014
Unique
Audience
Rank
Brand
Unique Audience (000s)
Total Streams
Time Per Person
1
YouTube
11,486
1,532,513
04:51:25
2
Facebook
5,959
185,130
01:40:37
3
VEVO
4,030
81,998
00:41:20
4
Mi9
2,595
30,564
00:19:24
5
The CollegeHumor
Network
2,579
8,093
00:17:10
6
news.com.au
1,747
12,820
00:11:55
7
smh.com.au
1,436
5,988
00:05:07
8
Yahoo!7
1,302
12,080
00:45:20
9
ABC Online
Network
1,109
9,082
02:24:40
10
Telstra Media
930
6,879
00:34:01
Including web-based applications
Source: Nielsen Online Ratings – Hybrid, July 2014
19
GENDER BREAKDOWN – HYBRID STREAMING
6,868,000
Number of Streaming Australians
6,728,000
1,150,998
Total Streams Viewed (000s)
1,535,648
168
Streams per person
228
7:27:19
Time Per Person (HH:MM:SS)
8:29:14
Female Australians in July had a noteworthy month of Streaming – 8% increase in Total Streams Viewed,
compared to last month.
HYBRID STREAMING: AGE DEMOGRAPHICS ONLINE
July 2014
2-17
Percentage of Online
Australians
7.7%
25-34
35-49
50+
10.9%
19.8%
27.6%
34.0%
18-24
1,640
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
37:03
Average Streams
147
280
230
225
142
Average Time Per Person*
5:24
11:45
9:47
8:07
6:08
Indicates growth or decline based on the previous month
*HH:MM
Source: Nielsen Online – Hybrid, July 2014
21
July 2014
Device Highlights
Nielsen Online Ratings: Market Intelligence
Internet TV or IPTV (also known as ‘online catch-up
TV’, ‘TV on-demand’ or ‘downloaded TV’) expanded to
a significantly larger Australian audience during 2013
– now 50 percent of online Australians watch TV from
internet sources.
Source: Nielsen Connected Consumers Report 2014
DEVICE TYPE COMPARISON (EXCLUDING APPLICATIONS)
July 2014 – Market Domain – Domestic Traffic
1%
15%
DESKTOP
53% of Total
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
Average Daily Unique
Browsers came from
portable devices.
TOTAL AVERAGE DAILY
UNIQUE BROWSERS
47%
MOBILE
TABLET
OTHER
37%
Compared to June, the proportion of domestic traffic coming from each device
remained constant.
* Other is a sum of Console, Others and Unclassified devices
Source: Nielsen Online Ratings - Market Intelligence July 2014
24
July 2014
Category Spotlight:
Finance / Insurance /
Investment
TOP 10 FINANCE/INSURANCE/INVESTMENT SITES
July was a huge month for financial services sites – mostly influenced by the end of the financial year. The Full
Service Banks & Credit Unions category had growth across Unique Audience, Sessions Per Person and Time
Per Person; 5 percent, 7 percent and 8 percent, respectively.
Month-on-month comparisons:
• 8 of 10 Top Financial Services sites had growth in Unique Audience, 9 of 10 sites saw audiences having
more sessions per person and 7 of 10 sites showed Australian audiences spending more time per person.
• Commonwealth Bank lead this category across all three metrics – 9 percent, 15 percent and 18 percent
increases in Unique Audience, Time Per Person and Sessions Per Person, respectively.
• There was also a spike for the ATO – 3 million people visiting the site in July – a 134 percent increase.
Sites
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
Commonwealth Bank
Commonwealth NetBank
National Australia Bank
Westpac Banking
ANZ
National Online Services
Westpac Online Banking
ANZ Internet Banking
ING Direct
Commonwealth Personal
Unique Audience (000)
Growth
Time Per Person Sessions Per
(hh:mm:ss)
Person
June
July
%
July
July
3,277
2,904
2,221
1988
1,845
1,741
1,602
1,108
819
887
3,561
3,235
2,276
2,131
2,010
1,796
1,716
988
855
818
9
11
2
7
9
3
7
-11
4
-8
00:43:16
00:42:18
00:56:07
00:58:06
00:44:27
00:37:25
00:26:02
00:05:06
00:17:57
00:03:43
9.59
9.93
9.09
9.18
8.45
9.50
9.37
9.44
4.19
3.41
Source: Nielsen Online Ratings – Hybrid, June & July 2014
26
PRODUCT UPDATES FOR THIS MONTH
NIELSEN – MARKET INTELLIGENCE DATA
Australia
July 2014 – PRODUCT NOTICE
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
An issue was discovered in the way HTML5 local storage was being handled by Apple and
Nielsen in July which has resulted in undercounting of UBs and cookie related metrics
predominantly from tablets and mobiles. This has resulted in Daily UB numbers being
underrepresented on an average by about 9%. Nielsen has put a fix in place on 29th of
July to address this issue. The July data cannot be retrospectively corrected and impacts
all entities within MI only for the month of July. This does not impact hybrid data. If you
have any questions please contact your Account Manager or email careau@nielsen.com
28
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
Google Update
GOOGLE TAG ACCEPTANCE
Beginning July 1 2014, Google will accept OCR tags
on ads running in select regions
Areas of Google
Countries
Platform
YouTube
US, Canada, Australia
Desktop
Google Display Network (GDN)
– display only ad network
US, Canada, Australia
Desktop
AdX - Google’s ad exchange
US, CA, AU, IT, DE, FR, UK, BR
Desktop
•
•
•
•
•
Placements must start on or after July 1, 2014
Timing for additional countries for YouTube and GDN is TBD
YouTube TrueView is included
Doubleclick integration still slated for end of 2014
Initially desktop only; mobile acceptance TBD
29
IAB/NIELSEN MOBILE PILOT UPDATE
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
rriieet
etar
eta
tar
tta
aarryy..
MOBILE AUDIENCE MEASUREMENT PILOT
MORE MONEY TO
TAKING THE FIRST STEPS TO UNDERSTAND MOBILE AUDIENCES IN AUSTRALIA…
MOBILE
ADVERTISING
50% OF AVERAGE
28% OF PAGE
DAILY UBS
IMPRESSIONS
Source: Nielsen Market
Intelligence, January 2014
CONSUMPTION VIA
MOBILE DEVICES IS
AGE, GENDER, INCOME
DEMOGRAPHICS
AT A TIPPING
POINT
+
+
FIRST MOBILE
PANEL PILOTED IN
AUSTRALIA WILL
PROVIDE UNIQUE
AUDIENCE INSIGHTS
WEB
+
APP
31
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
MOBILE DEVICE OWNERSHIP WILL OVERTAKE
COMPUTERS BY 2016
Source: Nielsen Australian Connected Consumer Report, 2014
32
93 HOURS
WATCHING
BROADCAST TV
95%
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
TIME PER MONTH
MOBILE DEVICES
GENERATE
SIGNIFICANT
ENGAGEMENT
USING THE
INTERNET ON A
COMPUTER
83%
29 HOURS
USING
INTERNET /
APPS ON A
SMARTPHONE
73%
MARKET PENETRATION
38 HOURS
24 HOURS
USING
INTERNET /
APPS ON A
TABLET
53%
Source: Nielsen Online Ratings, June 2014; IAB
/ Nielsen Mobile Pilot, June 2014; Australian
Multi-Screen Report Q1, 2014
33
Total Time
PC
Mobile Web
Mobile App
Tablet Web
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
Tablet App
Source: Nielsen Online Ratings, June 2014; IAB / Nielsen Mobile
Pilot, June 2014; Nielsen Online Ratings Enumeration Survey, Feb –
Apr 2014
52% OF DIGITAL
TIME NOW COMES
FROM MOBILE &
TABLET DEVICES
34
[ 04:44]
[ 27:28]
APPS GENERATE THE
HIGHEST ENGAGEMENT –
PARTICULARLY ON
SMARTPHONES
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
[ 06:05]
[ 20:07]
Time per Person in
[HH:MM]
Source: IAB / Nielsen Mobile Pilot , July 2014
35
ONLINE CAMPAIGN RATINGS
Hear from John Miskelly, GroupM, and Ben McInerney, Mediacom, as they
share their stories on creating outcomes with Nielsen Online Campaign
Ratings.
Please follow the link below:
http://nielsen.wistia.com/medias/kveo8g33u4
Campaign Collaboration Busts Video Myths
http://www.nielsen.com/au/en/insights/news/2014/accelerating-digital-video-campaigneffectiveness.html
CONTACT
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www.nielsen.com/au/
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