nielsen-au-online-landscape-review-may-2013.pdf
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AUSTRALIANONLINE
LANDSCAPEREVIEWMAY2013
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Copyright201
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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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roprietary.
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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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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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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
Source: Nielsen Online Ratings May 2013
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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%
Source: Nielsen Online Ratings May 2013
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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%
Source: Nielsen Online Ratings May 2013
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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
Source: Nielsen VideoCensus May 2013
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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%
Source: Nielsen VideoCensus May 2013
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HINTSANDTIPS
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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
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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