IAB and Nielsen release enhanced mobile data

More comprehensive mobile audience data has been released for the first time in Australia by the Interactive Advertising Bureau (IAB) and Nielsen, providing insight into the size of mobile audiences and their habits, along with their rankings.

The Mobile Ratings Report released on Wednesday is the first step in a major upgrade of the current Australian digital audience measurement system.

In early 2016 the Mobile Ratings Report will be replaced by Digital Ratings Monthly, which will fuse smartphone and tablet panel data with Nielsen’s home/work PC panel data and tagged website data.

Enhanced Media Metrics Australia currently uses Nielsen Online data for its web analysis, and will incorporate the new data as it becomes available.

Key findings of the July 2015, Mobile Ratings Report include:

  • 12.5 million Australians accessed the internet on smartphones and 7.4 million Australians on tablets
  • Australians 18+ spend more time on smartphones than any other digital device, with just over 33 hours per person per month spent browsing or using apps
  • 9 million Australians used commerce or shopping sites on their smartphone and 5 million on their tablet
  • More than 10.7 million Australians used video and streaming services on their smartphone and 5.1 million on their tablets
  • More than 10 million Australians are using smartphones for entertainment, news, social and search each month
  • Current Events and Global News category is dominated by the same brands that have historically been strong on desktop (news.com.au, smh.com.au)

IAB research director Lisa Walsh says the release of the report is another significant step towards the provision of comprehensive cross platform digital audience measurement and daily audience measurement.

“With over 15 million Australians now owning a smartphone and some 12 million owning a tablet device, these two devices count for 59 percent of all time spent online,” she said.

“It’s critical that the industry has access to data which quantifies the importance of mobile media audiences and helps to inform marketing investments in the digital realm.

“This report tackles a particularly complex area of measurement and we are confident publishers and agencies alike will gain considerable insights from it.”

Stefan Savva, mobile director for Fairfax Media, said the comprehensive data provided great insight into how the company could develop its mobile platform.

“It’s invaluable as we continue to develop mobile products for our growing mobile audiences that we are able to measure and independently benchmark our success,” he said.

Fairfax Media commercial director, APM, and IAB board member Tom Armstrong welcomed and supported the Mobile Ratings preview data. “This is the first step towards releasing standardised mobile audience metrics in Australia,” he said.

Monique Perry, head of Nielsen’s Media Industry Group, said that mobile audience measurement was possible because of the support from IAB and the digital industry.

“This data gives the industry an independent first view of Australian mobile audiences and is a fundamental input into IAB Australia and Nielsen’s more comprehensive trading currency, Digital Ratings Monthly,” she said.

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