Increased smart device penetration and mobile internet usage spur time spent watching online video
Smart device penetration is rising in Australia and new research shows time spent watching mobile video is growing along with it, particularly among the highly sought-after demographic of males ages 18 to 34.
According to Nielsen's February 2012 “Australian Multi-Screen Report," smartphones and tablets were present in 49% and 10% of households, respectively, in Australia in Q4 2011.
Drilling deeper into the data, Nielsen found that time spent watching mobile video grew from 35 minutes in Q1 2011 to 1 hour and 20 minutes in Q4 2011. The company also reported that Australia's mobile video audience was heavily concentrated among males and in the 18-to-34 age bracket, a stat that may be even more important for marketing decision-makers than average time spent watching mobile video.
eMarketer estimates that 5.7 million people in Australia will be mobile internet users in 2012, representing 36% of Australia’s 15.7 million mobile phone users. While not all users will watch video on their mobile phone, uptake will grow with increases in smartphone penetration and better mobile coverage.