smh.com.au
Australians spend more than 28 hours per person per month browsing on mobiles, versus 24 hours on computers and less than 20 hours on tablets. Photo: Glenn Hunt
People are not as annoyed by mobile advertising as you might think, according to Nielsen, which has released a new audience measurement system aimed at capturing the total digital audience that advertisers could reach in Australia.
The research for online advertising industry body the Interactive Advertising Bureau shows that Australians spend more time browsing websites and apps on their smartphones than on any other device.
They spend more than 28 hours per person per month browsing on mobiles, versus 24 hours on computers and less than 20 hours on tablets, according to Nielsen.
The share of website viewing on smartphones has more than doubled, to half of overall viewing, in less than three years.
That is even though 18 million people use computers to browse the web versus 13 million browsing both websites and apps on smartphones – which have less screen "real estate", increasing the risk that advertising could be intrusive
"I thought I might see a lot of short sessions on mobiles in the data, perhaps where people are annoyed by the mobile advertising early on, but we don't see it," said Stuart Pike, Nielsen's head of digital audience measurement for South-east Asia, North Asia and Pacific.
'Quite acceptable'
"So the lesson for me is that there can be a lot of talk about how disruptive advertising is, or how it 'gets in the way', or this or that, but there's no real evidence to support that based on what we are seeing.
"The mobile experience must be quite acceptable for the majority of people because we are seeing a lot of people heavily involved on their mobile device with the way things currently are."
Monique Perry, head of Nielsen's media industry group, predicted increased investment in mobile advertising as a result of the new data. "What this tells you is that there are lots of occasions and lots of minutes that people are engaging with mobile devices. It's not like you're cramming a very small amount of time with these ads," she said.
Nielsen and the IAB have fused their longstanding online ratings for computer use with their more recent mobile ratings, in an effort to give publishers more visibility to they way their audiences have grown across digital devices.
Turning booming digital and mobile audiences into profit is proving difficult for some publishers.
DRM
Nielsen and the IAB, whose hundreds of members include Fairfax Media, News Corp, Google and AOL Platforms, hope their delayed Digital Ratings Monthly (DRM) system will give advertisers and agencies a more transparent measure of digital audiences and therefore more confidence in their online investments.
"DRM better reflects the fast progress Fairfax Media has made in growing digital audiences, particularly via mobile, ranking Fairfax as Australia's most popular publisher of quality digital content and journalism, reaching almost 11 million people," said Tom Armstrong, commercial and marketing services director for Fairfax Media, owner of The Australian Financial Review, The Sydney Morning Herald and The Age.
The photography category received the biggest boost in audience as a result of Nielsen fusing its data, almost doubling in size, helped by the popularity of apps such as Google Photo and Samsung Photo Editor.
But it was the communication category, which includes Facebook Messenger, Snapchat and WhatsApp, that provided the biggest surprise to researchers, tripling in terms of total minutes of usage spent as a result of Nielsen combining its mobile and desktop data.
"It was really in those instances where we have publishers or apps with such a strong mobile presence that we saw just how large they have grown. Things like Snapchat which has come into the mix, which are mobile-only applications that have got huge amounts of time being spent on them and huge levels of engagement," said Alex Smith, Nielsen's digital product manager, south-east Asia, North Asia, Pacific.
No comments:
Post a Comment