landscape report nielsen digital

1Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image.Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

NIELSEN DIGITAL LANDSCAPE REPORTJuly 2021

2Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

CONTENTS

Device Usage Behaviour………….…………...…….4Trend of Total Online Audiences

How Many Australians are Reached Online

Trend of Time Spent Online

How Much Time Australian are Spending Online

Device Ownership in Australia

Surfing Audience Behaviour by Age Groups

Browsing and Streaming Behaviour ….….…………..12Top Ten Media Media Owners - All Categories

Top Brands That Audiences Are Browsing - All Categories

Where Are Audience Spending Their Online Time

Streaming Audience Behaviour by Age Groups

Top Streaming Brands with Greatest Video Consumption


18.6 MILLION AUSTRALIANS WERE ONLINE THIS MONTH

92.8% of adult Australians were browsing online1

17.6 MILLION ADULT AUSTRALIANS WERE STREAMING THIS MONTH

88% of adult Australians were streaming online2

ADULT AUSTRALIANS SPEND 92 HOURS ONLINE

Average time per person spent online in July 20213

KEY TAKEAWAYS

1. Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), People 2+, Unique Audience, Universe Reach %.2. Source: Nielsen Digital Media Ratings, Video, July 2021, People 18+, UA, Universe Reach, Panel + Census3. Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), P18+, Av time per person.

At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image.Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

AUDIENCE AND DEVICE BEHAVIOUR


TREND OF TOTAL ONLINE AUDIENCES

Source: Digital Content Planning, July 2020 - July 2021, Text, Digital (C/M), People 18+, Unique Audience.

18.6MNumber of Australian adults browsing online

20MThe Universe of potential online Australians adults

92.8%Of Australians adults browsing online

Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), People 18+, Unique Audience, Universe, Reach %.Note: Mobile data does not capture Persons 0-17

Universe Estimates were updated in March 2021


1. Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), P18+, Unique Audience, Universe Reach %,2. Source: Nielsen Digital Content Planning, July 2021, Text, Computer, P18+, Unique Audience, Universe Reach %,3. Source: Nielsen Digital Content Planning, July 2021, Text, Mobile, P18+, Unique Audience, Universe Reach %,

HOW MANY ADULT AUSTRALIANS ARE REACHED ONLINE

93% on any digital deviceOver 9 in 10 adult Australians (92.8%) or 18,596,000 Australian audiences canbe reached online on any digital devices.1

88% on mobileNearly 9 in 10 adult Australians (87.9%) or 17,622,000 Australian audiences canbe reached online on mobile device.3

79% on computerNearly 4 in 5 adult Australians (79.1%) or 15,860,000 Australian audiences can be reached online on computer device.2


TREND OF TIME SPENT ONLINE

Source: Nielsen Digital Media Ratings, Monthly Total, July 2020 - July 2021, Desktop, Smartphone, Tablet, P 18+, % of Total Time Spent, Text.Please note from May 2020 an improvement was applied to android crediting for our mobile panleists which more precisely captures user intended behaviour versus background activity such as notifications. This has resulted in a trend break.

1. Source: Nielsen Digital Media Ratings, Monthly Total, July 2021, Mobile, P18+, % of Total Time Spent, Text.2. Source: Nielsen Digital Media Ratings, Monthly Total, July 2021, Tablet, P18+, % of Total Time Spent, Text.

73%1of adult Australians online time is spent on mobile

devices

26%2

of adult Australians online time is spent on a computer


1. Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), P18+, Total Time Spent, Time Spent per Person (text).2. Source: Nielsen Digital Content Planning, July 2021, Text, Computer, P18+, Total Time Spent, Time Spent per Person (text).3. Source: Nielsen Digital Content Planning, July 2021, Text, Mobile, P18+, Total Time Spent, Time Spent per Person (text).

HOW MUCH TIME ARE ADULT AUSTRALIANS SPENDING ONLINE

92 hrs per person on any deviceAustralian adults spend a total of 1.7 billion hours on any digital device, which averages to 92 hrs 28 mins per person in a month.1

69 hrs per person on mobileAustralian adults spend a total of 1.2 billion hours on any mobile devices, which averages to 68hrs 47mins per person in a month.3

32 hrs per person on computerAustralian adults spend a total of 507 million hours on computer devices, which averages to 31hrs 59mins per person in a month.2


DEVICE OWNERSHIP IN AUSTRALIA

88%of Australians

own a Computer

56%of Australians

own a Tablet

93%of Australians

own a Smartphone

Source: IAB Australia, Nielsen Digital Enumeration Survey, May - July 2021, People 14+, Device Ownership & Trends, n=3000 per quarter

21%of Australians

own a Smartspeaker


ADULT AUDIENCE BEHAVIOUR BY AGE GROUPS

UNIQUE AUDIENCE

Source: Digital Content Planning, July 2021, Text, Computer, Mobile, P18-24, P25,34, P35-44, P45-54, P54-65, P65+, Unique Audience.

TIME SPENT PER PERSON

Source: Digital Content Planning, July 2021, Text, Computer, Mobile, P18-24, P25,34, P35-44, P45-54, P54-65, P65+, Time Spent per Person (text).

At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image.Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

SURFING AND STREAMING BEHAVIOUR


AUTOMOTIVE8.6M Adult Australians consumed auto content, spending on average about 28 minutes per person.6

18.0M Adult Australians consumed news content, spending on average about 3 hours and 3 minutes per person.1

FAMILY & LIFESTYLE12.3M Adults Australians consumed lifestyle content, spending on about average 13 minutes per person.4

REAL ESTATE14.9M Adult Australians consumed real estate content, spending on average 52 minutes per person.5

SPORTS15.2M Adult Australians consumed sport content, spending on average about 1 hour and 36 minutes per person.2

WHERE ARE ADULT AUDIENCES SPENDING THEIR ONLINE TIME?

1. Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), Person 18+, Current Events & Global News subcategory, UA, Time Spent per Person.2. Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), Person 18+, Sports subcategory, UA, Time Spent per Person.3. Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), Person 18+, Home & Garden subcategory, UA, Time Spent per Person.4. Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), Person 18+, Multi-category Family & Lifestyles subcategory, UA, Time spent per Person.5. Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), Person 18+, Real Estate/Apartments subcategory, UA, Times Spent per Person.6. Source: Nielsen Digital Content Planning, July 2021, Text, Digital (C/M), Person 18+, Automotive Category, UA, Times Spent per Person.

CURRENT EVENTS & GLOBAL NEWS

HOME & GARDEN12.1M Adult Australians consumed home content, spending on average about 21 minutes per person.3


Source: Nielsen Digital Content Planning, July 2021, People 18+, Digital (C/M), Text, All Parents, Unique Audience

TOP TEN PARENTS - ALL CATEGORIES

Parent Level Unique Audience (000s)(People 18+)

Google 18,385

Facebook 17,674

News Corp Australia 17,234

Microsoft 16,768

Australian Federal Government 15,833

Nine Entertainment Co 15,783

eBay 13,969

Australian Broadcasting Corporation 13,738

Woolworths 12,846

Amazon 12,410


*Brands marked with an asterisk represent metrics from tagged methodology.⇧⇩ Indicates Brand moved up or down ranking Source: Digital Media Ratings, Monthly Total, Text, July 2021, People 18+, Unique Audience, Avg Time Spent.

TOP BRANDS ADULT AUDIENCES ARE BROWSING - ALL CATEGORIES

Brand Name UniqueAudience

Avg Time Spent (hh:mm:ss)

Google 18,323,583 9:49:08

Facebook 17,242,113 15:46:06

MSN/Outlook/Bing/Skype 14,213,082 3:31:32

Instagram 13,858,534 3:18:33

ABC Online Network 13,748,436 1:46:22

Microsoft 13,294,177 1:49:14

realestate.com.au 12,680,254 0:42:59

Department of Human Services ⇧

12,383,040 0:26:40

news.com.au ⇧ 12,275,102 0:37:12

eBay ⇩ 12,226,377 1:21:08


STREAMING ADULT AUDIENCE BEHAVIOUR BY AGE GROUPS

POPULATION BASE | 20,061,87717,647,586 or 88% of adult Australians were streaming online.Source: Nielsen Digital Media Ratings, Video, July 2021, People 18+, Universe, UA, Universe Reach, Panel + Census

TIME SPENT PER PERSON

Source: Nielsen Digital Media Ratings, Video, July 2021, People 18+, Avg Time Spent, Panel + Census


TOP STREAMING BRANDS WITH GREATEST VIDEO CONSUMPTION

⇧⇩ Indicates UA MoM growth or decline greater | ⇨ Indicates no UA MoM growth.Source: Nielsen Digital Media Ratings, Monthly Volumetrics, Video, 2 secs Qualified, Total Ad Supported, July 2021, People 2+, Digital (C/M), Total Time Spent (minutes).

Chart displays the top brands for tagged with the Nielsen SDK and 2 secs qualifier for people 2+, ranked by total time spent.

Name Total Time Spent

YouTube ⇧ 510,234,507

7plus ⇧ 15,283,294

9Now ⇧ 7,961,834

nine.com.au ⇧ 1,292,577

news.com.au ⇧ 570,876

7NEWS ⇧ 313,063

Daily Mail Australia ⇧ 262,463

skynews.com.au 60,914

The West Australian ⇧ 57,847

taste.com.au ⇧ 32,112

17Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image.Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

landscape report nielsen digital

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