Mobile screen time is leading the way in Australia according to data released by IAB and Nielsen which shows that 52 per cent of digital screen time is spent on mobile devices. The findings, which come from the second round of data in the IAB / Nielsen Mobile Audience Panel Pilot study, found that average digital screen time per person for the month June was 38 hours for desktop and laptop, 29 hours for smartphone (browsing/apps) and 24 hours for tablet (browsing/apps).
As with previous data released, application usage dominates smartphone usage, representing 86 per cent of time. Application usage on smartphones and tablets is dominated by social and gaming activities; however, browsing on both devices is spread across a range of different categories.
Another trend identified in the report is that our love of news is translating from desktop to mobile devices with 14 per cent of smartphone browsing time now spent on news sites in Australia compared to only 11 per cent in the US.
IAB Australia Director of Research, Gai Le Roy said, “If you compare Australian’s behaviour on their phones to Americans, you find that we are incredibly social with nearly half of all application time being spent on social networking brands. We have seen for many years that Australians are heavy users of social media across all platforms.
“Marketers should keep in mind that consumers are devise agnostic, but when it comes to design, measurement and marketing there need to be different considerations,” said Le Roy.
IAB Australia and PWC are due to release June quarter digital advertising revenue figures in late August and it is expected that mobile will represent at least 25 percent of digital display.
Alex Smith, Nielsen’s Regional Product Lead for Mobile noted; “It’s important that mobile use is considered as behaviour, not just a channel.”
In terms of total screen time, monthly broadcast television consumption represents 57 per cent of screen time with 93 hours according to the latest Oztam Australian Multi-Screen Report, while mobile represents 22 per cent (phone and tablet) and desktop 21 per cent of all screen time.