Around half of Australians online are using mobile internet devices and this trend will continue to grow, according to a new report by Nielsen.
The Nielsen Australian Online Consumer Report reveals that the penetration of smartphones has reached 35% of online Australians, while tablet ownership is currently at 8% but is expected to triple before the end of the year. Nielsen claims that some of the strongest purchase intent for tablet devices is coming from households with children.
Consumption of rich media content also continues to grow, with video experiencing strong growth.
“Following in the footprint of the smartphones evolution, tablets are another device to watch as a potential game changer,” Lillian Zrim, Senior Online Research Manager for Nielsen, said in a statement. “The screen size is already attracting a slightly different pattern of behaviour to that of a smartphone, with a far greater proportion of tablet owners watching online video on their device.
“Online Australians continue to increase their consumption of rich media content online, with 71% accessing audio or video content online in 2010 and 30% doing so on a weekly basis. The proportion of those consuming video content online increased from 41% in 2009 to 60% in 2010.”
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