nielsen-au-online-landscape-review-may-2013.pdf

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AUSTRALIANONLINE

LANDSCAPEREVIEWMAY2013


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Copyright201

3TheNielsenCompany.Confidentialandproprietary.

2

SIGNIFICANTENHANCEMENTS

TO

NIELSEN ONLINE

RATINGSHYBRIDDATA

Summary:

MaydatarepresentsatrendbreakversuspriormonthsacrossallmetricsforOnlineRatingsHybriddata,

VideoCensus

data

and

Market

Intelligence

due

to

:

Achangeinthewaywemeasurehomeuseoftheinternettomeasureindividualsratherthanhouseholds

Improvementstotheaccuracyoftimespentandpagemeasurement

Improvedtheaccuracyofourstatesample

ImprovementstoMItoadddevicereportingtobettermeasureincreasinglyconnectedconsumersuseoftheinternetacrosspc,tablet,mobileandotherdevices.

Explanation:

Asaresultofchangingconsumerbehaviour,improvementsinourmeasurementscienceapproachandthe

IABsrecentindependentauditoftheNielsenpanel,wehavemadeanumberofsignificantenhancementsto

theNielsenOnlineRatingsHybrid andVideoCensus data. ThesechangesreflecttheAustralianmarkets

continued

emphasis

on

world

leading

quality

audience

measurement.

Consumerbehaviourischangingrapidlyasconnectedconsumersnowhavearangeofdifferentdevicesthey

usetoconnecttotheinternet.Whilstthemostpopularconnecteddeviceremainsthepersonalcomputer

(PC),meaningacomputerorlaptop,therearenowoftenmorethanonePCineachhousehold.Inorderto

trackmultiplePCuseinhomesandimprovetheoverallaccuracyofourhouseholdmeasurementofinternet

use,wehavechangedthewaywemeasurehomeuseoftheinternettomeasureindividualsratherthan

households.


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(Continuedfrompage2)ThischangewillimprovetheaccuracyofourOnlineRatingshybriddata,aspanelists whoarepartofthehome

sample,buthavenotusedthesharedhouseholdPCwehavemetered,havebeenassumedtohavenotusedthe

internetinagivenmonth. Insomeinstances,thiswillnothavebeenthecaseandtheywouldsimplyhave

accessedtheinternetonadifferentPCtothesharedPC. Thisassumptionmeantthatwedidnotincludethosepanelists whenprojectingtheoverallactiveuniverseor,thenumberofAustraliansusingtheinternet,inagiven

month.

Wehavealsomadeimprovementstotheaccuracyoftimespentandpagemeasurement: Thekeyrationalefor

improvingtheaccuracyofthesemetricswastobetteralignwiththemoresophisticatedsitedesigns fuelledby

technologiessuchasAJAX,iFrames aswellasvideo. Theaccuracyimprovementsaddressthegrowing

sophisticationofwebsitesbyleveragingapatentpendingprocessthatreliesonstandardwebbrowsersevents

versusHTTP

traffic

for

crediting

Page

Views

and

Time

Spent.

ForPageViews,thistransitiontoleveragingstandardwebbrowsereventsgreatlyimprovesourabilitytoidentify

validPageViews. Thisenhancement,alongwithimprovementsincreditingtimespentforlongdurationpagesand

usersreturningtopreviouslyloadedpages,willleadtoasignificantimprovementintheaccuracyofbothPage

ViewsandDuration.

Finally,wehavealsowehavealsoimprovedtheaccuracyofourstatesamplebyaligningthepanelsamplefrom

stateswith

changes

in

the

Online

Ratings

Establishment

survey.

WehavealsomadesignificantimprovementstoMarketIntelligence(MI)measurement tobettermeasure

increasinglyconnectedconsumersuseoftheinternetacrosspc,tablet,mobileandotherdevices. TheMIdevice

reportingmodulereportsonvisitationtoanywebsite,notjustmobilesites,andincludesreportingonspecific

devicesandoperatingsystems.ThisimprovementimpactsallMImetricsincludingAverageDailyUBandSessions.

Shouldyouhaveanyquestionsregardingthesechanges,pleasecontactyourNielsenAccountManager.

SIGNIFICANTENHANCEMENTS

TO

NIELSEN ONLINE

RATINGSHYBRIDDATA


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SUMMARYOF

TREND

BREAK

IMPACT

ON

NIELSEN

ONLINERATINGSHYBRIDDATAKEYMETRICS

KeyMetrics Definition Impactof changes

UniqueAudience

Thetotalnumberofuniquepeople(deduplicated)thatvisiteda

siteatleastonceduringthespecifiedreportingperiod.Thismetric

hasbeenhybridisedusingtaggedcensusdatatocaptureaccess

fromlocationsoutsidehomeandwork(includingmobileand

tablet)

Varied impactonUniqueAudiencefrom:

Improvementsin

home

sample

measurement

produce

amore

accuratehomeUA

Improvedalignmentofthestatesamplewiththe

establishmentsurvey

Declinesinaudiencemayoccurdrivenbypeople(UA)thatonly

visitsawebsitepagenolongercounted(e.g.widgets,background

calls,seedecreasefactorsagainstpageviewsbelow)

TimePerperson Theaveragetimespentonasiteperuser.Thismetricisonly

measuring thetabinfocus.

IncreaseinTimeSpentfor:

timespentpreviouslycreditedtofalselycreditedPVsis

redistributedtotheoriginallyviewedpages

Pagesthatareactivelyviewedforlongerthan60seconds

Pages withdynamic/updatingcontentwhichhasbeenoutof

focusandreturnstofocus

PageViews

Thetotalnumberoftimesawebpageisrequestedbyauserand

fullydownloaded.WhereasiteistaggedinMarketIntelligence

(MI),thehybridisationprocessadjusts thecensuspageimpressions

toremovethingslikeautorefreshandnonstandardevents(e.g.

photogalleries). Nontaggedsitesarealsoadjustedbythe

hybridisationprocess.

DecreasePVsby:

Removing(http)text calls falselycreditedaspages

Moreaccurate removalofunrequestedandoutoffocuspages

Variedimpactbasedonallowingiframes ifitismorethan50%of

thepageorthereisasubsequentusereventonthepage

Ifyouwouldlikeadetailedwhitepaperonthesechangesandtheirimpactsonallmetrics,asthesecanimpactmetricsinadditiontothose

mentionedabove,please contactyourNielsenAccountManager.

Note: 1.AllMarketIntelligencemetricsareaffectedbytheadditionofdevicereportingasdescribedintheaboveslides

2.VideoCensus reportshybriddata isalso,therefore,impactedbythechanges mentionedabove


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InthisMay2013editionoftheNielsenAustralianOnlineLandscapeReview,wesharethe

latestinsightsonAustraliasConnectedConsumers;includingmarketstatistics,

demographics,topperformingmajorcategories,brandsandsectorsandmobiledevice

use.

WhenviewingthiseditionoftheOnlineLandscapeReportitisimportanttonotethatthe

changesdescribedonthepreceding2slidesconstituteatrendbreakandthisshouldbe

keptinmindwhencomparingthemetricsfromMaywithOnlineRatingsdatafrom

previousmonths.

STATEOF

THE

ONLINE

LANDSCAPE

MAY

2013

Source: Nielsen Online Ratings, May 2013

InthemonthofMay2013:

Thewasauniqueaudienceof16.8millionAustraliansonline

33billionpageswereviewedonline

40billionminuteswerespentonline

Theaverageuserspent40hoursonlinespreadacross 65sessions

Therewere810millionmobilepageimpressions


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DIGITALCONTENTMEASUREMENT

NEWINTERFACE


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Copyright201

3TheNielsenCompany.Confidentialandp

roprietary.

7

DIGITALCONTENTMEASUREMENTINTERFACEISNOW

THESOURCEFORONLINERATINGSHYBRIDDATA

OnJune19,thenewDigitalContentMeasurementinterfacewaslaunchedreplacingtheNetView interface.

MovingforwardallOnlineRatingsHybridandVideoCensus dataisaccessedviathisinterface. Ifyouwould

liketobookatrainingsessiononthenewinterface,ormoreinformation,pleasecontactyourNielsen

AccountManager.

Whenyou

login

and

run

reports,

youwillhavetheoptionto

switchbetweenSurfing (Hybrid)

orStreaming(VideoCensus)data

intheonetool


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MONTHLYUPDATE


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Copyright2013TheNielsenCompany.Confidentialand

proprietary.

9

KEYONLINE

STATISTICS

MAY

2013

Source: Nielsen Online Ratings May 2013

12.4Million

Australians

16.8Million

Australians

APR09

JUL09

OCT09

JAN10

APR10

JUL10

OCT10

JAN11

APR11

JUL11

OCT11

JAN12

APR12

JUL12

OCT12

JAN13

A

PRIL13

MethodologyChange

(Panelexpansion)

MethodologyChange

(Hybridlaunch) MethodologyChange

(SeeSlide2and3

above)

16.8MillionAustraliansonline

33.0Billion

page

views

40.3Billionminutesspent


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Copyright2013TheNielsenCompany.Confidentialandproprietary.

11

TOP10

BRANDS

BY

STICKINESS

MAY 2013

Brands VisitsPer

Person

Active

Reach

%

TimePer

Person

Google 27.77 85.58 03:00:46

Facebook 27.75 68.07 09:51:24

Mi9 18.94 64.78 02:15:19

YouTube 11.11 58.76 03:07:04

Microsoft 8.35 53.66 01:27:42

Yahoo!7 14.09 46.96 01:50:10

Wikipedia 6.18 42.48 00:32:40

eBay 10.41 40.37 02:01:09

Apple 7.68 38.07 00:54:57

Skype 19.82 27.42 01:49:53

0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40

ActiveReach(%)

Visitsper

Person

GoogleFacebook

Mi9

YouTube

Microsoft

Yahoo!7

WikipediaeBay

Apple

Skype

Bubble Size = Time per

Person



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Copyright2013TheNielsenCompany.C

onfidentialandproprietary.

12Copyright 2012 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Online Ratings December 2012

217 1824 2534

3549 50+

%ofOnlineAus

AveragePVs

Timeperperson

*(HH:MM)

459

10:19*

%ofOnlineAus

AveragePVs

Timeperperson

*(HH:MM)

2,299

47:51*

%ofOnlineAus

AveragePVs

Timeperperson

*(HH:MM)

2,430

46:33*

%ofOnlineAus

AveragePVs

Timeperperson

*(HH:MM)

2,163

45:48*

%ofOnlineAus

AveragePVs

Timeperperson

*(HH:MM)

1,804

36:06*

AGEDEMOGRAPHIC

%

BREAKDOWN

MAY

2013

8.0% 11.2% 18.3%

34.3%28.3%



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13

GENDERBREAKDOWN

MAY 2013

NumberandpercentageofOnlineAustraliansbyagegroupandgender

8,530,000 8,269,000

Males

217

4%

Males

18

245% Males

2534

9%

Males

3549

14%

Males50+

18%Females

217

7%

Females

1824

8%

Females

2534

9%

Females

3549

14%

Females50+

16%



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14

100,000,000200,000,000

300,000,000

400,000,000

500,000,000600,000,000

700,000,000

800,000,000

900,000,000

Jan12

Feb12

M

ar12

Apr12

M

ay12

Jun12

Jul12

Aug12

Sep12

Oct12

Nov12

Dec12

Jan13

Feb13

M

ar13

Apr13

M

ay13

MOBILEPAGE

VIEWS

MAY 2013

AfterthefirstfullmonthofdevicereportinginMarketIntelligence,MobilePageimpressions

weremorethan810M.Thetrendbreakisaresultofmethodologychangewhichallowsforall

taggedwebsitesaccessedonamobiledevicebeingcounted,asopposedtojustm.sites.

Source: Nielsen Market Intelligence May 2013

810,247,437

Trend Break due to

Introduction of DeviceReporting (see slide 2)


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DEVICE

TYPE

COMPARISON

TOTAL

AVG

DAILY

UB

MAY2013

63%

26%

10% 1%

Computer

Mobile

Tablet

Other

Source: Nielsen Market Intelligence May 2013)

Ourfirstfullmonthsdataformobiledevicetypeshows36%ofalltrafficfortheperiodbeing

drivenfromamobileortabletdevice.


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NIELSENVIDEOCENSUS


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VIDEOCENSUS MAY 2013

VideoCensus isNielsensonlinevideomeasurementtool,providingthemarketwith

accuratebreakdownsofhowandwhereAustraliansarestreamingonlinecontent

InthemonthofMay2013:

12.5millionAustraliansstreamedonlinevideos

Agrandtotalof1.75billionstreamswereviewed

5.12billionminuteswerespentstreamingcontent

Onaverage,Australiansspent6hoursand49minuteswatchingonlinevideo

andviewed140streams

Source: Nielsen VideoCensus May 2013


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Brands UniqueAudience

(000s) TotalStreams(000s)

Average TimeSpent

(HH:MM:SS)

YouTube10,765 1,322,157 05:23:00

Facebook4,165 45,834 00:24:33

Mi9 2,362 33,638 00:38:27

VEVO 2,305 50,923 00:42:07

The

CollegeHumorNetwork

1,619 5,089 00:11:00

Yahoo!7 1,480 7,044 00:18:22

ABCOnline

Network

1,473 14,672 01:45:02

news.com.au 1,150 7,957

0:08:53Vube 1,150 3,364

00:12:02

smh.com.au1,008 5,145 00:06:46

VIDEOCENSUS

TOP

10

BRANDS

MAY

2013

Source: Nielsen VideoCensu May 2013


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VIDEOCENSUS:

DEMOGRAPHIC

BREAKDOWN

Thegenders arefairlyevenlysplit amongstthetotalnumberofAustralians streamingvideoinMay,with

femalesaccountingforslightlyless streamingAustralians.Inengagementtermsmalesviewed37%more

streamsthanfemalesandhadhighertimespentviewingvideo.

NumberofStreamingAustralians

TotalNumberofStreamsViewed

AverageStreamsviewedpermonth

AveragePCtimepermonth(HH:MM)

1,010,452,000

6,238,0006,279,000

738,859,000

161 118

07:23 06:14



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217 1824 2534

3549 50+

%of

Online

Aus

AverageStreams

AverageTime

114

06:16

%of

Online

Aus

AverageStreams

AverageTime

320

15:08

%of

Online

Aus

AverageStreams

AverageTime

187

09:30

%ofOnlineAus

AverageStreams

AverageTime

123

06:14

%ofOnlineAus

AverageStreams

Average Time

78

3:27

VIDEO CENSUSAGE

DEMOGRAPHIC

%

BREAKDOWN

MAY 2013

6.6% 10.8% 18.5%

35.4%28.7%



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HINTSANDTIPS


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22

HINTSAND

TIPS

FOR

ACTIONABLE

INSIGHTS

Findingtherightdatatoaddressyourbusinessissuescanbecomplex,and

thereis

alarge

amount

of

data

within

Nielsen

Online

Ratings

that

is

of

value.

Eachmonth,wellprovidewithinthissectionsomehintsandtipsforhowto

usethedata,andwhatyouseewithintheinterface.Welladdressfrequently

askedquestionstohelpmakethedatamoreactionable.

Ifyoudliketorequestatrainingsessionatanytime,speakwithyourNielsen

AccountManager

or

contact

our

Training

Manager

directly:

Ann

[email protected]


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23

DUPLICATION

OVERLAP

AUDIENCEWithinthedigitalcontentmeasurementinterface,thereistheabilityto viewboththeincremental

audienceandtheduplicatedaudiencebetweentwoselectedsites.Theduplication overlapaudience

reportshowstheuniqueaudiencethatvisitedbothselectedsiteswithinagivenperiod.


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DUPLICATION INCREMENTAL

AUDIENCE

Theduplication(incrementalaudience)reportshowstheunique,unduplicatedaudiencefortwo

selectedsitesfortheperiod.Withinthisreport,thereisnooverlappingaudiencebetweensite1and

site2.


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CONTACT

www.nielsen.com/au/

(02) 8873 7000

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