It is rare to see Australia-specific internet usage statistics freely available, but ComScore have released a grab-bag of aggregated data that you can use to impress your boss, your client or your nerdy partner. Sure you have to register before you download, but it’s well worth it.
The data is for November or December 2010 and includes:
- An in-depth analysis of the online audience in Australia and how we compare to other countries
- Overview of key trends in use of social networks (we are loving photos and shifting away from instant messaging)
- Retail has grown year-on-year and we DON’T always go to offshore sites for ecommerce
- Travel planning continues to grow strongly – with the Qantas website leading the way
- We may like to visit entertainment/video sites, but we consume less than our global counterparts. Expect this to change as the NBN amps up our download speeds
One aspect that surprised me, is that our consumption and usage of finance and business sites is growing and at 52.1% has higher reach than the worldwide average (which sits at 45.2%). It’s a wonder that we are NOT seeing more innovation on these corporate/finance sites given such usage.
The one thing that is clear is the correlation between heavy web users and what they do online. The top 20% of web users consume 61% of online page views and 61% of all time (minutes) spent online. This means that you need to DESIGN your digital strategy around these behaviours (and activities) in ways that activate and engage these audiences in quite different ways and in different places. It’s not a one-size-fits-all world anymore.