Ewan Watt

Posted by Ewan Watt


How Australians use the Internet – 2011 Internet Usage Data

What do people use the Internet for? Find out with the team at roi.com.au

On the back of our analysis of Australian Internet usage in 2010, the team at roi.com.au have looked into Nielsen’s report on Australian Internet usage in 2011 to determine how businesses can utilise these statistics to improve their online presence and customer base in 2012.

47% of Australians connected with brands via social media networks in 2011Social Media Optimisation

The biggest factor to come out of the Internet usage report was the increase in interaction with businesses through social media. It was found that:

  • 1 in 4 Australians ‘Like’ or interact with a brand on Facebook on a weekly basis
  • 57% of Australians participated in ‘Liking’ brands during 2011 – up from 46% in 2010
  • 1 in 7 Australians  regularly discuss or add personal comments about brands online
  • 1 in 10 Australian consumers post reviews of brands online on a regular basis

What does this mean for Australian businesses?

The need for a regular online presence on major social media sites is integral. By just setting up a Facebook page and providing worthwhile information, you have the potential to market to over 500,000 consumers on a weekly basis.

Latest deals, company insights, trending articles, industry changes – all this information is worthwhile to share with your social media audiences.

Action Points:

  • Set up a Facebook page (learn more about roi.com.au Facebook optimisation)
  • Set up a Twitter account
  • Set up a Google+ account
  • Share information regularly through these channels

Australian’s mobile Internet usage at 4.2 hours a week on average

More and more Australians are taking to their mobile phones to access the Internet, with Nielsen’s statistics showing a 20% increase in mobile Internet usage from 2010 to 2011. Tablet computers have also doubled their presence in Australian homes, with that trend tipped to rise to around 40% of homes by 2013.

In line with the rise in mobile Internet usage and tablet computers, online shopping has grown in popularity, with the hottest consuming period coming in the evening between 6pm – 10pm.

Multi-screen behaviour is another area which has seen a boom. 6 in 10 Australians said they used the Internet whilst watching TV, with 1 in 3 doing so on a daily basis.

What does this mean for Australian businesses?

The chance to get in touch with Australians online is now more prevalent than ever thanks to mobile devices. People are utilising mobiles and tablets more often to access the Internet, giving you a greater chance of reaching them if your online channels are set-up correctly. Retail businesses should take particular note – having a strongly optimised e-commerce website will ensure your website is bringing in sales outside of daily store hours.

Action Points:

From social media to mobile sites, roi.com.au can help you reach more Australians online

We are the experts when it comes to the latest digital marketing techniques, offering everything from social media optimisation through to mobile website design to ensure you are fully equipped to reach Australian Internet users. You’ve read the statistics, now make something happen – contact us today.