Data pick of the day: Mobile screen time leads the way for Australians

People, now-a-days, can hardly imagine surviving a day without their mobile phones, tablets and laptops. These devices form an integral part of our daily lives. Mobile devices rules the chart, when it comes to people spending their digital screen time. As per Interactive Advertising Bureau (IAB) Australia and Nielsen, 52 per cent of digital screen time is spent on mobile devices. The findings, which come from the second round of data in the IAB / Nielsen Mobile Audience Panel Pilot study, found that average digital screen time per person for the month June was 38 hours for desktop and laptop, 29 hours for smartphone (browsing/apps) and 24 hours for tablet (browsing/apps).

As with previous data released, application usage dominates smartphone usage, representing 86 per cent of time. Application usage on smartphones and tablets is dominated by social and gaming activities; however, browsing on both devices is spread across a range of different categories.

Another trend identified in the report is that Australians spend 14 per cent of their smartphone browsing time on news sites compared to only 11 per cent in the US.

“If you compare Australian’s behaviour on their phones to Americans, you find that we are incredibly social with nearly half of all application time being spent on social networking brands. We have seen for many years that Australians are heavy users of social media across all platforms,” said Gai Le Roy, IAB Australia Director of Research.

He added, “Marketers should keep in mind that consumers are devise agnostic, but when it comes to design, measurement and marketing there need to be different considerations.”

IAB Australia and PWC are due to release June quarter digital advertising revenue figures in late August and it is expected that mobile will represent at least 25 per cent of digital display.

Mr Le Roy commented “If you’re not spending at least quarter of your digital marketing budget on mobile you should ask yourself why not.”

Alex Smith, Nielsen’s Regional Product Lead for Mobile, stated, “It’s important that mobile use is considered as behaviour, not just a channel.”

In terms of total screen time, monthly broadcast television consumption represents 57 per cent of screen time with 93 hours according to the latest Oztam Australian Multi-Screen Report, while mobile represents 22 per cent (phone and tablet) and desktop 21 per cent of all screen time.

A panel of 1,500 people across age, gender and income demographics provide the data for browsing and app usage on smartphone and tablets and provides the industry with the most accurate picture to date of the amount of time Australian consumers spend across screens.

Via Digital Market Asia Mobile

Copenhagen INK

Lars is Google’s Head of Marketing across Singapore, Malaysia, Pakistan, Bangladesh and Sri Lanka. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. His career spans across the globe - from Europe to the emerging markets in Asia - from early stage start-ups to large organizations, providing him with an in-depth understanding of marketing, sales and business development across cultures and industries. In his current role he is responsible for local B2B and B2C brand and product marketing across all Google and Youtube services and devices.

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