Nielsen Online Landscape Review July 2014

THE AUSTRALIAN ONLINE
LANDSCAPE REVIEW
JULY 2014

Copyright©2014TheNielsenCompany.Confidentialandproprietary.
2
Welcome to the July 2014 edition of Nielsen’s Online Landscape Review.
The online landscape in July saw Australians spend 39 hours online over 64 sessions.
With nearly 41 billion minutes spent online with 33 billion pages viewed.
For July; we focus on the two areas – News and the Finance / Insurance / Investment
categories. Financial Services sites had a huge month of growth – influenced by the
end of financial year.
Please note the updates for this month – Nielsen Market Intelligence Data update
and Google accepting OCR tags.
If you’d like to know more about any of the insights presented within this report,
contact your Nielsen Account Manager directly or email careau@nielsen.com.
STATE OF THE ONLINE LANDSCAPE
Source: Nielsen Online Ratings – Hybrid, July 2014; Nielsen Market Intelligence, July 2014
July 2014

Highlights
Nielsen Online Ratings: Hybrid
July 2014

Since 2007, online Australians have spent more time
accessing the internet than any other media in a given
week. They now spend 23 hours and 56 minutes
online per week, across all connected devices and
screens.
Source: Nielsen Connected Consumers Report 2014

5
AT A GLANCE: THE ONLINE LANDSCAPE
July 2014
32 billion viewed pages.
41 billion minutes spent.
39 hours spent online, across 64 sessions.
Source: Nielsen Online Ratings – Hybrid, July 2014
Indicates growth or decline based on the previous month
17,491,000 people were actively surfing online.

6
July 2014 – Unique Audience (000s)
TOP BRANDS COMPARISON - SURFING
11,152
11,109
9,616
8,782
7,424
7,290
7,178
5,996
4,657
GOOGLE
MI9
FACEBOOK
YOUTUBE
MICROSOFT
YAHOO!7
EBAY
WIKIPEDIA
APPLE
SKYPE
AUSTRALIA
110,246
99,558
77,195
75,976
72,529
57,248
47,984
GOOGLE
FACEBOOK
YAHOO
MSN
YOUTUBE
AOL MEDIA
NETWORK
MICROSOFT
AMAZON
WIKIPEDIA
APPLE
UNITED STATES
147,739
112,402
113,744
+2%
+3%
+2%
-2%
-7%
-3%
-5%
-3%
-2%
+10%
1
2
3
4
5
6
7
8
9
10
15,103
% growth on
last month
(Jun/July – AU)

7
0
10
20
30
40
50
60
70
80
90
100
0 5 10 15 20 25 30 35 40
ActiveReach(%)
Sessions per Person
Google
Mi9
Facebook
YouTube
Microsoft
Yahoo!7
eBay
Wikipedia
Apple
Skype
TOP 10 BRANDS AND THEIR ENGAGEMENT
Bubble Size = Time per
Person
July 2014
Skype had nearly 4.7 million Australians surfing their site – this was a 10% increase. Female Audiences had the
biggest influence on this jump – 2.3 million female Australians; up 20%, compared to last month.

8
TOP 10 BRANDS AND THEIR ENGAGEMENT
July 2014
Including web-based applications
Unique
Audience
Rank
Brands
Unique
Audience (000s)
Page Views
(000s)
Active Reach
(%)
Sessions Per
Person
Time Per Person
1 Google 15,103 4,192,586 86.35 29.91 03:08:31
2 Mi9 11,152 1,407,093 63.75 19.01 02:16:43
3 Facebook 11,109 2,993,855 63.51 27.21 09:13:44
4 YouTube 9,616 876,513 54.98 10.98 03:37:13
5 Microsoft 8,782 47,635 50.21 8.81 01:18:27
6 Yahoo!7 7,424 413,733 42.45 11.89 01:18:45
7 eBay 7,290 1,141,264 41.68 10.69 02:10:48
8 Wikipedia 7,178 184,214 41.04 6.45 00:36:48
9 Apple 5,996 33,259 34.28 7.71 00:53:54
10 Skype 4,657 27,845 26.62 20.83 01:57:04

9
Average Time Per Person*
Average Page Views
2-17 18-24 25-34 35-49 50+
Percentage of Online
Australians
HYBRID SURFING: AGE DEMOGRAPHICS ONLINE
1,640
37:03
*HH:MM Source: Nielsen Online – Hybrid, July 2014
July 2014
2,188
43:16
19.6%
2,290
44:19
27.4%
1,969
41:09
32.9%
322
8:48
8.7%
1,496
36:51
11.4%

8,939,000 UA 8,553,000 UA
GENDER BREAKDOWN – ACTIVE UNIVERSE
32%
29%
19%
12%
8%
50+
35-49
25-34
18-24
2-17
34%
26%
20%
11%
10%
50+
35-49
25-34
18-24
2-17
The 2-17 age group saw a significant increase in online consumption
in July which is common during school holidays. Specifically there
were 52% more female kids surfing the web.
The decrease in male audiences consuming online content came
from the absence of male Australians in the 35-49 age group – a
13% drop. Also – this decrease could be a normalisation, coming
off a peak in June; where there were a lot of major sports events.

Category Spotlight:
News – Current Events &
Global News
July 2014

12
NEWS – AUSTRALIA VS. UNITED STATES
Source: Nielsen Online Ratings – Hybrid, June 2014
Interestingly, when comparing how Australians and Americans* engage with the News category - Australians
were spending up to 56 percent more time per person and 11 percent more sessions per person.
Furthermore, the top 10 news sites in Australia and the United States show a surprising similarity. The top 10
News sites in Australia reached anywhere from 9 percent - 22 percent of the online population for July while
the top 10 News sites in the United States reached between 8 percent – 19 percent of the online population
for June.
*Please note that NetView US uses a panel only methodology while Nielsen Online Ratings combines both Panel & Tagging.
+56%
more
Time Per
Person
+11%
more
Sessions
Per
Person

13
TOP 10 NEWS SITES – AUDIENCE
Source: Nielsen Online Ratings – Hybrid, June & July 2014
News Sites in July saw a significant increase in engagement from Australians. Looking at the overall category –
there was a 7 percent increase in total time and a 5 percent increase for time per person, compared to last
month. Also, investigating within the Top 10 News Sites:
• 6 out of the top 10 sites had growth in Sessions Per Person – Yahoo!7 News Websites was the most
noteworthy with a 35 percent increase, compared to June.
• 7 out of the top 10 sites had Australians spending more Time Per Person surfing their news sites – Daily
Mail Australia and The Guardian had increases of 113 percent and 40 percent, respectively.
Sites
Unique Audience
(000)
Time Per Person
(hh:mm:ss)
Sessions Per
Person
Sessions Per
Person
Growth
July July June July (%)
News.com.au 3,937 01:12:22 11.45 11.24 -2
Smh.com.au 3,453 01:06:31 9.83 10.34 5
Ninemsn News Websites 3,033 00:38:17 10.36 10.91 5
ABC News Websites 2,509 00:39:13 8.70 8.90 2
Daily Mail Australia 2,357 00:46:55 6.86 6.65 -3
Yahoo!7 News Websites 2,327 00:26:58 5.87 7.90 35
The Age 1,954 01:10:42 11.24 12.28 9
Herald Sun 1,908 00:35:33 8.44 8.23 -3
The Guardian 1,870 00:46:24 6.41 6.98 9
The Daily Telegraph 1,604 00:29:47 7.34 6.41 -13

14
NEWS – AUDIENCE PROFILE
Unique Audience (000)
Time Per
Person
(hh:mm:ss)
Sessions
Per Person
Active Reach
(%)
July July July July
5,050 03:08:14 25.81 59.05
Unique Audience (000)
Time Per
Person
(hh:mm:ss)
Sessions
Per Person
Active Reach
(%)
July July July July
5,017 02:04:56 18.70 56.12
Source: Nielsen Online Ratings – Hybrid June & July 2014
Comparing Male and Female consumption of News content:
• News sites reached 5 percent more male Australians than females.
• Males spend 50 percent more time per person on News content than their female counterparts and nearly
40 percent more sessions per person.
• Even though there is a male skew for the News category; July saw a 6 % growth in female Australians on
News content compared to last month.
• One of the biggest contributors to this growth in Unique Audience were from the female audiences in the
21 – 34 age group. This group saw an increase of 240,000 in July.`

Highlights
Nielsen Online Ratings: Hybrid Streaming
July 2014

Males still spend more time online each week than
females, though females spend more time online via
tablets and smartphones than males. Time on mobile
(phone) internet among women has increased the
most (4.1hrs up to 5hrs per week) as has their time
watching video on a tablet computer.

17
7 hours and 57 minutes spent
streaming per person.
13,576,000 people were actively streaming online.
HYBRID STREAMING KEY ONLINE STATISTICS
July 2014
2.7 billion streams watched.
6.5 billion minutes streamed.
Source: Nielsen Online Ratings – Hybrid, July 2014Indicates growth or decline based on the previous month

18
July 2014
TOP BRANDS COMPARISON - STREAMING
11,486
5,959
4,030
2,595
2,579
1,747
1,436
1,302
1,109
930
YOUTUBE
FACEBOOK
VEVO
MI9
THE COLLEGE HUMOR
NETWORK
NEWS.COM.AU
SMH.COM.AU
YAHOO!7
ABC ONLINE
NETWORK
TELSTRA MEDIA
July
11,560
5,600
3,553
2,962
2,678
1,685
1,386
1,283
1,276
1,129
YOUTUBE
FACEBOOK
VEVO
THE COLLEGEHUMOR
NETWORK
MI9
NEWS.COM.AU
SMH.COM.AU
ABC ONLINE
NETWORK
YAHOO!7
DAILYMOTION
June
-1%
+6%
+13%
-3%
-13%
+4%
+4%
+2%
-14%
1
2
3
4
5
6
7
8
9
10 +7%

19
HYBRID STREAMING: TOP 10 BRANDS BY AUDIENCE
July 2014
Including web-based applications
Unique
Audience
Rank
Brand Unique Audience (000s) Total Streams Time Per Person
1 YouTube 11,486 1,532,513 04:51:25
2 Facebook 5,959 185,130 01:40:37
3 VEVO 4,030 81,998 00:41:20
4 Mi9 2,595 30,564 00:19:24
5
The CollegeHumor
Network
2,579 8,093 00:17:10
6 news.com.au 1,747 12,820 00:11:55
7 smh.com.au 1,436 5,988 00:05:07
8 Yahoo!7 1,302 12,080 00:45:20
9
ABC Online
Network
1,109 9,082 02:24:40
10 Telstra Media 930 6,879 00:34:01

GENDER BREAKDOWN – HYBRID STREAMING
6,868,000 Number of Streaming Australians
1,150,998
168
7:27:19 Time Per Person (HH:MM:SS)
Total Streams Viewed (000s)
Streams per person
6,728,000
1,535,648
228
8:29:14
Female Australians in July had a noteworthy month of Streaming – 8% increase in Total Streams Viewed,
compared to last month.

21
Average Time Per Person*
Average Streams
2-17 18-24 25-34 35-49 50+
Percentage of Online
Australians
HYBRID STREAMING: AGE DEMOGRAPHICS ONLINE
1,640
37:03
Source: Nielsen Online – Hybrid, July 2014
July 2014
230
9:47
19.8%
225
8:07
27.6%
142
6:08
34.0%
147
5:24
7.7%
280
11:45
10.9%
*HH:MM

Device Highlights
Nielsen Online Ratings: Market Intelligence
July 2014

Internet TV or IPTV (also known as ‘online catch-up
TV’, ‘TV on-demand’ or ‘downloaded TV’) expanded to
a significantly larger Australian audience during 2013
– now 50 percent of online Australians watch TV from
internet sources.

24
47%
37%
15%
1%
TOTAL AVERAGE DAILY
UNIQUE BROWSERS
DESKTOP
MOBILE
TABLET
OTHER
July 2014 – Market Domain – Domestic Traffic
DEVICE TYPE COMPARISON (EXCLUDING APPLICATIONS)
* Other is a sum of Console, Others and Unclassified devices Source: Nielsen Online Ratings - Market Intelligence July 2014
53% of Total
Average Daily Unique
Browsers came from
portable devices.
Compared to June, the proportion of domestic traffic coming from each device
remained constant.

Category Spotlight:
Finance / Insurance /
Investment
July 2014

26
TOP 10 FINANCE/INSURANCE/INVESTMENT SITES
Source: Nielsen Online Ratings – Hybrid, June & July 2014
July was a huge month for financial services sites – mostly influenced by the end of the financial year. The Full
Service Banks & Credit Unions category had growth across Unique Audience, Sessions Per Person and Time
Per Person; 5 percent, 7 percent and 8 percent, respectively.
Month-on-month comparisons:
• 8 of 10 Top Financial Services sites had growth in Unique Audience, 9 of 10 sites saw audiences having
more sessions per person and 7 of 10 sites showed Australian audiences spending more time per person.
• Commonwealth Bank lead this category across all three metrics – 9 percent, 15 percent and 18 percent
increases in Unique Audience, Time Per Person and Sessions Per Person, respectively.
• There was also a spike for the ATO – 3 million people visiting the site in July – a 134 percent increase.
Sites Unique Audience (000) Growth
Time Per Person
(hh:mm:ss)
Sessions Per
Person
June July % July July
Commonwealth Bank 3,277 3,561 9 00:43:16 9.59
Commonwealth NetBank 2,904 3,235 11 00:42:18 9.93
National Australia Bank 2,221 2,276 2 00:56:07 9.09
Westpac Banking 1988 2,131 7 00:58:06 9.18
ANZ 1,845 2,010 9 00:44:27 8.45
National Online Services 1,741 1,796 3 00:37:25 9.50
Westpac Online Banking 1,602 1,716 7 00:26:02 9.37
ANZ Internet Banking 1,108 988 -11 00:05:06 9.44
ING Direct 819 855 4 00:17:57 4.19
Commonwealth Personal 887 818 -8 00:03:43 3.41

PRODUCT UPDATES FOR THIS MONTH

28
Australia
July 2014 – PRODUCT NOTICE
An issue was discovered in the way HTML5 local storage was being handled by Apple and
Nielsen in July which has resulted in undercounting of UBs and cookie related metrics
predominantly from tablets and mobiles. This has resulted in Daily UB numbers being
underrepresented on an average by about 9%. Nielsen has put a fix in place on 29th of
July to address this issue. The July data cannot be retrospectively corrected and impacts
all entities within MI only for the month of July. This does not impact hybrid data. If you
have any questions please contact your Account Manager or email careau@nielsen.com
NIELSEN – MARKET INTELLIGENCE DATA

29
GOOGLE TAG ACCEPTANCE
Beginning July 1 2014, Google will accept OCR tags
on ads running in select regions
Areas of Google Countries Platform
YouTube US, Canada, Australia Desktop
Google Display Network (GDN)
– display only ad network
US, Canada, Australia Desktop
AdX - Google’s ad exchange US, CA, AU, IT, DE, FR, UK, BR Desktop
• Placements must start on or after July 1, 2014
• Timing for additional countries for YouTube and GDN is TBD
• YouTube TrueView is included
• Doubleclick integration still slated for end of 2014
• Initially desktop only; mobile acceptance TBD
Google Update

IAB/NIELSEN MOBILE PILOT UPDATE

31
MOBILE AUDIENCE MEASUREMENT PILOT
TAKING THE FIRST STEPS TO UNDERSTAND MOBILE AUDIENCES IN AUSTRALIA…
+
++
WEB APP
AGE, GENDER, INCOME
DEMOGRAPHICS
MORE MONEY TO
MOBILE
ADVERTISING
CONSUMPTION VIA
MOBILE DEVICES IS
AT A TIPPING
POINT
FIRST MOBILE
PANEL PILOTED IN
AUSTRALIA WILL
PROVIDE UNIQUE
AUDIENCE INSIGHTS
28% OF PAGE
IMPRESSIONS
50% OF AVERAGE
DAILY UBS
Source: Nielsen Market
Intelligence, January 2014

32
MOBILE DEVICE OWNERSHIP WILL OVERTAKE
COMPUTERS BY 2016
Source: Nielsen Australian Connected Consumer Report, 2014

33
MOBILE DEVICES
GENERATE
SIGNIFICANT
ENGAGEMENT
93 HOURS
WATCHING
BROADCAST TV
38 HOURS
USING THE
INTERNET ON A
COMPUTER
29 HOURS
USING
INTERNET /
APPS ON A
SMARTPHONE
24 HOURS
USING
INTERNET /
APPS ON A
TABLET
95%
83%
73%
53%
Source: Nielsen Online Ratings, June 2014; IAB
/ Nielsen Mobile Pilot, June 2014; Australian
Multi-Screen Report Q1, 2014
MARKETPENETRATION
TIMEPERMONTH

34
52% OF DIGITAL
TIME NOW COMES
FROM MOBILE &
TABLET DEVICES
Total Time
PC
Mobile Web
Mobile App
Tablet Web
Tablet App
Source: Nielsen Online Ratings, June 2014; IAB / Nielsen Mobile
Pilot, June 2014; Nielsen Online Ratings Enumeration Survey, Feb –
Apr 2014

35
APPS GENERATE THE
HIGHEST ENGAGEMENT –
PARTICULARLY ON
SMARTPHONES
Source: IAB / Nielsen Mobile Pilot , July 2014
[ 27:28]
[ 04:44]
[ 06:05]
[ 20:07]
Time per Person in
[HH:MM]

ONLINE CAMPAIGN RATINGS
Hear from John Miskelly, GroupM, and Ben McInerney, Mediacom, as they
share their stories on creating outcomes with Nielsen Online Campaign
Ratings.
Please follow the link below:
http://nielsen.wistia.com/medias/kveo8g33u4
Campaign Collaboration Busts Video Myths
http://www.nielsen.com/au/en/insights/news/2014/accelerating-digital-video-campaign-
effectiveness.html

CONTACT
careau@nielsen.com
www.nielsen.com/au/
(02) 8873 7000

Nielsen Online Landscape Review July 2014

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