Fairfax Metro Mobile
Research Study
October 2012
Agenda
•
Mobile research study objectives & methodology
•
The state of the mobile market in Australia
•
Mobile internet usage: How & where the Fairfax Metro
audience use the internet on their mobile phones
•
The reach & growth of our mobile products
•
Audience profile of Fairfax Metro’s mobile audience
•
Summary
Agenda
•
Mobile research study objectives & methodology
•
The state of the mobile market in Australia
•
Mobile internet usage: How & where the Fairfax Metro
audience use the internet on their mobile phones
•
The reach & growth of our mobile products
•
Audience profile of Fairfax Metro’s mobile audience
•
Summary
Objectives and methodology
Objectives
•
Track the growth of smartphone penetration and usage in Australia
•
Understand smartphone habits, usage and attitudes
•
Explore how Fairfax Media mobile audiences engage with mobile Internet content and mobile
applications
•
Define and articulate the target audience profile of Fairfax Media’s mobile applications products
Research Methodology
•
The survey was designed by Fairfax Media and fieldwork was conducted by Fairfax Media from
3rd – 10th August 2012
•
Survey respondents were recruited from within the Fairfax Metro online network
•
Respondents were asked to answer a 28 question survey and incentivised to win one of five Apple
iPads
Response Rates
•
A total of 1,535 completed surveys
Agenda
•
Mobile research study objectives & methodology
•
The state of the mobile market in Australia
•
Mobile internet usage: How & where the Fairfax Metro
audience use the internet on their mobile phones
•
The reach & growth of our mobile products
•
Audience profile of Fairfax Metro’s mobile audience
•
Summary
Half of the Australian population (12 million) are currently busing a
smartphone
By 2015, it is expected that over three-quarters of the Australian
population will be using a smartphone
25.0
90%
94%
90%
83%
76%
20.0
79%
millions
64%
83%
60%
54%
50%
10.0
5.0
12.53
80%
70%
73%
65%
15.0
100%
17.30
15.25
19.17
20.19
40%
30%
20%
10%
0.0
0%
2012 (e)
2013 (f)
2014 (f)
Smartphone users (millions)
Population penetration of smartphones (%)
Source; Telsyte Australian Smartphone Study 2012
2015 (f)
2016 (f)
Smartphone penetration as % of mobile users
By 2014 the
internet audience
on mobile is
projected to be
larger than on PC!
Mobile internet traffic represents almost 10%
of total Australian internet traffic
Daily use of news and weather
doubled (25% up from 13%)**
40% access news on their mobile
at least weekly (up from 26% last
year)**
Online Australian’s now spend an
average of 4.2 hours per week
using the Internet via a mobile
phone##
8%
of total Australian internet traffic
comes from mobile devices#
Source; *Telsyte Australian Smartphone Study 2011 – 2015; # ComScore Device Essentials Dec 2011; ## Nielsen Online
Consumer Report 2012; ** AIMIA Australian Mobile Phone Lifestyle Index – Oct 2011
Mobile ownership has changed the way Australians view and consume
content
Australian mobile web user consumes 6.5 hours of media daily, of
which mobile devices represent 112 minutes or 26% of this time.
34% Social Media
36% Games
15% Email
112mins
Media Daily
10% Info & Search
9% Entertainment
Source; InMobi & Decision Fuel Mobile Media Consumption Research February 2012
2% Shopping
An increasing amount of online shopping is being undertaken
on a mobile phone / smartphone
of Australians aged between
15 and 65 years that currently
use the internet
22%
have made 10+ online purchases
in the last 12 months on their
mobile / smartphone
62%
own a smartphone
24%
say that mobile
device advertising
most impacts their
purchase decision
Source; PWC / Frost & Sullivan Online Shopping Survey 2012; InMobi & Decision Fuel Mobile Media Consumption
Research February 2012
57%
of online shoppers have
increased their level of
online spending via mobile
phones / smartphones
Agenda
•
Mobile research study objectives & methodology
•
The state of the mobile market in Australia
•
Mobile internet usage: How & where the Fairfax Metro
audience use the internet on their mobile phones
•
The reach & growth of our mobile products
•
Audience profile of Fairfax Metro’s mobile audience
•
Summary
Over 80% of Fairfax Metro’s mobile audience access the internet on their
smartphone multiple times per day
81%
Multiple times per day
70%
6%
6%
Once a day
A heavy trend
towards multi-day
internet usage on
mobile phones is
becoming evident
8%
12%
A few times per week
1%
3%
Once a week
1%
Once a month
6%
2%
5%
Less than once a
month
0%
10%
20%
30%
2012
40%
50%
60%
70%
80%
90%
2010
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. How often do you access the internet from your mobile phone?
Over 60% of Fairfax Metro’s mobile audience spend more than an hour on
the internet on their mobile phone every week
Average time spent on mobile internet every week
30%
27%
25%
20%
15%
15%
15%
13%
1 hour +
11%
10%
8%
10%
5%
0%
Less than 20
minutes
20 - 40
minutes
40 minutes to
an hour
1-3 hours
3-5 hours
5-10 hours More than 10
hours
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. On average, how long would you spend on the internet on your mobile phone every week?
Every week
Mobile internet usage is just as common while out and about as while
relaxing at home
72% Waiting
(appt, queues etc)
50% Laying in bed
24% Social gatherings
33% Shopping
68% At Home
50% Watching TV
60% Public Transport
24% In Bathroom
55% At work
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. Typically, where are you when you access the internet on your mobile phone?
Mobile
Internet use
is just as
common
out-and-about
as relaxing
at home
Just under 40% of Fairfax Metro’s smartphone audience use the internet
on their phone while watching TV every day
38%
20%
39%
23%
21%
while watching
TV every day
while using their
tablet device at
least weekly
while using their
PC / laptop at
least weekly
while reading the
newspaper at
least weekly
while listening to
the radio at least
weekly
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. How often do you access the internet from your mobile phone while looking at other media?
News and weather still dominates as the most viewed content on a
smartphone
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. What kind of content do you access on your mobile phone via the internet?
News & Social Media spike in the morning, Shopping & Banking during
the work day and Entertainment, Lifestyle & Classifieds in the evening
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their smartphone
more than once in the last month (n= 1,535). Excludes regional.
Q. Thinking about the types of content you regularly access on your mobile phone via the internet, at what times during the day would you normally access this content?
The Fairfax Metro smartphone audience actively engage their mobile
device in the path to purchase process
Of Fairfax Media’s smartphone audience…
90%
81%
78%
67%
67%
58%
43%
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional. Excludes app or in app purchases.
Q. Have you done any of the below on your mobile phone?
28%
14%
The Fairfax Metro smartphone audience are confident in searching for
and purchasing a variety of products on their mobile device
Of Fairfax Media’s smartphone audience…
78%
64%
53%
52%
49%
60%
37%
25%
62%
65%
41%
21%
41%
62%
NA
NA
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. Please specify what types of products you have researched and purchased on your mobile phone.
The Fairfax Metro mobile audience actively use their smartphone in their
purchase decision making process
46%
Researched products
on their mobile phone
that they saw
advertised on TV
51%
56%
23%
Researched products
on their mobile phone
while in-store
Researched products
on their mobile phone
while at home relaxing
on the couch
Clicked on an
advertisement they saw
advertised on a mobile
website or an app
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. Please specify what types of products you have researched on your mobile phone.
Agenda
•
Mobile research study objectives & methodology
•
The state of the mobile market in Australia
•
Mobile internet usage: How & where the Fairfax Metro
audience use the internet on their mobile phones
•
The reach & growth of our mobile products
•
Audience profile of Fairfax Metro’s mobile audience
•
Summary
Australia’s #1 mobile news publisher
Fairfax Digital is the mobile (m-site)
market leader reaching 476,513 average
daily unique browsers every month
through our award winning m-sites.
This is 28,547 more average daily unique
browsers every month compared to the
nearest publisher.
600000
Average Daily Unique Browsers
500000
Fairfax Digital
News Digital Media
400000
ninemsn
Fairfax Digital has also experienced more
than twice the mobile audience growth
since January 2010 compared to the
nearest publisher.
476,513
447,966
300000
200000
120,438
100000
0
Source: Nielsen Market Intelligence – Mobile. Jan10-Sep12.
Fairfax mobile products offer greater reach, consumption and time per
person
The Sydney Morning Herald m-site commands the
highest average daily unique mobile audience as well
as having the most pages consumed among competing
other m-news sites.
The Age m-site boasts the highest level of m-site reader
engagement with users spending an average of up to 6
minutes and 42 seconds on the site each month.
35,000,000
Average Daily Unique Browsers
30,000,000
Bubble Size = Ave Session Duration
27,346,471
25,000,000
6 minutes,
42 seconds
20,000,000
22,158,730
19,114,756
15,000,000
12,206,258
10,000,000
7,383,072
6,806,700
2,792,742
5,000,000
6 minutes,
03 seconds
195348
SMH
AGE
106980
Nine MSN
64845
News
News.com.au
152934
The
38726
Australian
The Daily
Telegraph
The Herald Sun
0
0
50000
Source: Nielsen Market Intelligence – Mobile. July 2012.
100000
150000
200000
250000
Fairfax Metro mobile site usage up 85% over the last year
Fairfax Metro Media mobile site audience trend
Daily Visitation
Ave Daily Unique Browsers
250,000
SMH
218,223
up 50% yoy
200,000
The Age
127,832
up 73% yoy
150,000
Brisbane Times
32,232
up 327% yoy
100,000
50,000
WA Today
7,623
up 103% yoy
0
SMH
The Age
BrisbaneTimes
Source: Nielsen Mobile Market Intelligence September 2012
WA Today
AirLink driving record SMH iPhone app usage
Fairfax Metro Media iPhone app cumulative downloads
200,000
180,000
Over
160,000
335,500
Fairfax Metro
Media iPhone
app downloads
140,000
launch: May 18
120,000
100,000
80,000
60,000
launch: Sep 27
40,000
20,000
0
SMH
The Age
Source: App Figures as at end of September 2012
Brisbane Time
WA Today
The Fairfax Metro mobile audience access The SMH and The Age on
multiple platforms
of Fairfax Metro’s The
SMH & The Age
smartphone audience
The SMH audience is 23%
more likely than The Age
audience to access the news
on the mobile app (index 123)
67%
25%
56%
On their
PC / Laptop
Read the
Newspaper
On mobile
through m-site
19%
22%
24%
On Tablet
through app
On tablet
through m-site
On Mobile
through App
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on
their smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. In the last month, where have you accessed the following from ...?.
Agenda
•
Mobile research study objectives & methodology
•
The state of the mobile market in Australia
•
Mobile internet usage: How & where the Fairfax Metro
audience use the internet on their mobile phones
•
The reach & growth of our mobile products
•
Audience profile of Fairfax Metro’s mobile audience
•
Summary
High satisfaction levels with Fairfax Metro’s m-site and app products
High Satisfaction
Levels
81%
85%
Love or Like The Age mobile
m-site or app.
Love or Like The SMH
mobile m-site or app.
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their
smartphone more than once in the last month (n= 1,535). Excludes regional.
Q. Thinking about the following applications you read on your mobile phone either through a browser or the app, how would you rate them?
Reach an exclusive and qualified audience
45%
Are primary grocery
buyers; of which 25%
have and use a
supermarket app on
their smartphone at least
weekly
70%
42%
60%
At least 70% are
intending on travelling
domestically or
internationally for leisure
in the next 12 months
Are intending on buying
or researching a new car
purchase in the next 12
months
At least 60% don’t
engage with any
News Ltd news m-site or
mobile app
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their smartphone
more than once in the last month (n= 1,535). Excludes regional. Q. In the last month have you accessed any of the following mobile sites? How likely are you to purchase a new car
in the next 12 months? Are you the main grocery buyer in your household?
A shift in age reflective of the evolution of smartphone ownership by a
mainstream audience
Male: 61%
Female: 39%
Professional / Manager: 71%
Household income of $100k+: 40%
45%
41%
40%
41%
36%
35%
35%
31%
28%
30%
25%
20%
20%
15%
12%
15%
0%
10%
8%
10%
5%
15%
2% 1% 2%
0% 1% 1%
Under 18
18-24
25-34
2009
35-49
2010
Source; Fairfax Metro Media Mobile Study 2009, 2010 & 2012; Roy Morgan Single Source June 2012
2012
50-65
65+
Agenda
•
Mobile research study objectives & methodology
•
The state of the mobile market in Australia
•
Mobile internet usage: How & where the Fairfax Metro
audience use the internet on their mobile phones
•
The reach & growth of our mobile products
•
Audience profile of Fairfax Metro’s mobile audience
•
Summary
Summary
•
•
Smartphone penetration continues with half of the
Australian population (12 million) currently using a
smartphone - by 2015, it is expected that over threequarters of the Australian population will be using a
smartphone
Mobile internet usage is just as common while out
and about as while relaxing at home with 68% of
Fairfax Metro’s mobile audience using the internet
on their mobile at home, and 60% while commuting
on public transport
•
Dual screening while using mobile internet is the
norm with just under 40% of Fairfax Metro’s
smartphone audience use the internet on their
phone while watching TV every day
•
News & weather still dominates as the most viewed
content on a smartphone with at least 80% of Fairfax
Metro’s mobile audience accessing news content on
their mobile (81% female; 92% males)
•
The Fairfax Metro smartphone audience actively
engage their mobile device in the path to purchase
process with 78% researching and 43% purchasing
products on their smartphone
•
The Fairfax Metro mobile audience engage with
mobile advertising – 23% clicked on a mobile
advertisement they saw advertised on a mobile
website or in an app
•
With over 268,600 Fairfax Metro Media iPhone app
downloads, satisfaction levels are very high (at least
81% love or like The Age or The SMH m-site or
mobile app)
•
The Fairfax Metro Media mobile apps allow
advertisers to reach an exclusive audience – 45%
are primary GB’s of which 25% have and use a
supermarket app on their smartphone at least
weekly; At least 70% are intending on travelling
domestically or internationally for leisure in the next
12 months; and 42% are intending on buying or
researching a new car purchase in the next 12
months
Source; Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their smartphone
more than once in the last month (n= 1,535). Excludes regional.