online statistics

• Thursday, 24 November 2011
• By Zoe Bruce
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Some of our favourite stats from the 'Australia and New Zealand: Internet Statistics Compemdium' 

Demographics
What’s the internet penetration like?

• 94% of the Australian population access the internet, 79% do so every day. [AIMIA / Sensis] 
• 60% of Australian internet users go online multiple times a day. [OMP]  

Video

• 65% of Australian users have watched an online video clip in the past month [ADMA]
• Online video streaming has grown 550% in less than four years. It’s expected that there will be more than 11bn views of video content by the end of 2011 [Frost & Sullivan]
• More than three quarters of Australian users (77%) watch video content on their computer and just over a quarter (26%) do so via their mobile phone. [Nielsen]  

Social Media

• 38% of Australian users regularly interact with companies via social networking sites. [Nielsen]
• The average small business is investing $2,050 into social media marketing on an annual basis. 27% expect this to increase over the next twelve months. [AIMIA / Sensis]
• The average large business is investing $78,750 into social media marketing on an annual basis. 66% expect this to increase over the next twelve months. [AIMIA / Sensis

E-commerce

• The most likely Australian age group to shop online are those aged between 35-44 years old (73% of total online consumers) [ACMA]
• Travel goods, tickets and accommodation are the most popular items purchased online, followed by clothes, shoes and personal items. [ACMA]
• 36% of Australians made a purchase after researching products via social media. [AIMIA / Sensis]
• The reasons behind consumers shopping online have changed during the last 18 months: there has been a decline in convenience and an increase in looking to save money. [ACMA] 

Search Engine Marketing

• Search is the biggest online activity, with 89.9% of Australian users doing this on a regular basis. Social networking came a close second. (81.6%) [comScore]
• Australian users make more than four searches, per search visit [comScore]
• Australia leads the APAC region for mobile search, with more than 61% of mobile users doing this activity. The next closest country is Taiwan (29%). [iProspect]
• After making local searches via their devices, nearly half (49%) of Australian smartphone users called a business. [OMP]  

Mobile

• 26% of Australian smartphone users have made a purchase on their devices. [OMP]
• 75% of Australians using GPS devices are open to viewing targeted deals when visiting bricks and mortar outlets. [Galaxy Research]
• 83% of 18-34 year old Australians find geo-targeted content via mobile when shopping an appealing prospect. [Galaxy Research]