Australia’s online habits: who’s doing what, where and for how long?

The Interactive Advertising Bureau (IAB) has released new reports detailing the online habits of Australians in 2018 so far.

IAB’s ‘Digital Video Advertising Infographic April 2018’ found that Australians over the age of 18 watched an average of 29 hours of digital video in January. The graphical breakdown declines expectedly with age, with 18-24s consuming over 41 hours of digital video and those over 65 only consuming 14 hours.

IAB Digital Video Advertising Infographic April 2018

IAB Digital Video Advertising Infographic April 2018

The IAB’s ‘Digital Landscape’ found that over 17 million Australians over the age of 18 went online in February. The majority of online Australians accessed the internet via their phones at 15.5 million (87%), with desktop computers at 14.9 million (86%) and tablets at 8.3 million (49%).

With a total audience of 20 million Australians (2+), the IAB found Australia’s most popular brands online in February. Unsurprisingly, Google took out the number one spot with 19.1 million monthly visitors and an average monthly total of eight hours spent per person; Facebook followed with 17 million monthly visitors, with individuals spending an average total of 14 hours in February. Here is the top ten:

  1. Google – 19.1 million (94%), 8 hours pp
  2. Facebook – 17 million (84%), 14 hours pp
  3. YouTube – 16.7 million (82%)
  4. MSN/Outlook/Bing/Skype – 13.6 million (67%), 2 hours pp
  5. Apple – 12.2 million (60%),  2 hours pp
  6. Microsoft – 12.2 million (60%), 1 hour pp
  7. Ebay – 11.2 million (55%), 1 hour pp
  8. Instagram – 9.9 million (48%), 2 hours pp
  9. Paypal – 9.5 million (47%), 7 minutes
  10. Wikipedia – 9.4 million (46%), 11 minutes

More Australians are beginning to access the internet through online-enabled televisions, according to the IAB, 36% of the population (over 14) use their TVs to consume online content. Of those who do consume internet content through televisions, over half did so at least four times a week.

 

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 Image copyright: pressmaster / 123RF Stock Photo

Josh Loh
BY Josh Loh ON 16 April 2018
Josh Loh is a newswriter and editorial assistant at MarketingMag.com.au