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A Wealth of Web-Enabled Devices Used in Australia

Thirty percent of households own a tablet

The proliferation of a multitude of web devices has provided marketers with new channels through which to deliver content, and internet users in Australia are taking advantage of pretty much all of them, according to Nielsen.

A December 2012 survey of internet users by the company found that laptops had the highest penetration rate of all web-enabled devices, at 77%. They were followed by desktop PCs (72%), smartphones (60%) and then game consoles (44%). Interestingly, more respondents owned internet-capable smart TVs than tablets, but users were nearly four times more likely to access the internet on a regular basis via their tablets.

A December 2012 survey from market research firm TNS Global found a similar rate of smartphone penetration in Australia, at 66% of the population in 2013.

According to Nielsen, while smartphone ownership rates are significant in Australia, internet users there relied most on desktops and laptops to go online on a regular basis. While about two-thirds of PC users used those devices to go online regularly, only about four in 10 smartphone users did the same.

The wealth of devices has also helped to drive second-screen behavior, mirroring trends seen in other developed markets. Nielsen’s survey found that 74% of respondents had split their attention between a television and a web-enabled device in 2012, an increase from 60% in 2011. Interestingly, 44% of respondents said they used a laptop or netbook most often while watching TV, making it the second-screen device of choice. But that was down from 51% in 2011, indicating that other devices are beginning to get more second-screen attention.

Only 10% of dual-screeners used an ereader or tablet most often, but that may change since tablets seem to have found a natural home on the living room couch in other countries with high tablet usage.


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