Econsultancy recently launched its inaugural State of Digital Marketing in Australia survey, in association with Marketing Magazine, as part of an effort to benchmark a variety of elements within the region.

We’re asking all marketers in the region to participate while the data collection is still live – as an incentive to complete the survey, those who participate will receive a free copy of the complete report (valued at $400). 

However, ahead of the closing date later this month, I figured it would be useful to pick out a handful of interesting pieces of data from our Australia and New Zealand: Internet Statistics Compendium… 


What’s the internet penetration like? 

  • 94% of the Australian population access the internet, 79% do so every day. [AIMIA / Sensis
  • 60% of Australian internet users go online multiple times a day. [OMP


  • 65% of Australian users have watched an online video clip in the past month [ADMA
  • Online video streaming has grown 550% in less than four years. It’s expected that there will be more than 11bn views of video content by the end of 2011 [Frost & Sullivan
  • More than three quarters of Australian users (77%) watch video content on their computer and just over a quarter (26%) do so via their mobile phone. [Nielsen

Social media 

  • 38% of Australian users regularly interact with companies via social networking sites. [Nielsen]
  • Impact of social media on purchase behaviour: Actions done as a consequence of viewing online video/listening to online audio vs. reading online consumer comments. [Nielsen]

  • The average small business is investing $2,050 into social media marketing on an annual basis. 27% expect this to increase over the next twelve months. [AIMIA / Sensis]
  • The average large business is investing $78,750 into social media marketing on an annual basis. 66% expect this to increase over the next twelve months. [AIMIA / Sensis
  • Types of incentives provided by businesses through social media [AIMIA / Sensis]


  • The most likely Australian age group to shop online are those aged between 35-44 years old (73% of total online consumers) [ACMA
  • Travel goods, tickets and accommodation are the most popular items purchased online, followed by clothes, shoes and personal items. [ACMA]
  • 36% of Australians made a purchase after researching products via social media. [AIMIA / Sensis]
  • The reasons behind consumers shopping online have changed during the last 18 months: there has been a decline in convenience and an increase in looking to save money. [ACMA]

Search engine marketing 

  • Search is the biggest online activity, with 89.9% of Australian users doing this on a regular basis. Social networking came a close second. (81.6%) [comScore
  • Australian users make more than four searches, per search visit [comScore
  • Australia leads the APAC region for mobile search, with more than 61% of mobile users doing this activity. The next closest country is Taiwan (29%). [iProspect
  • After making local searches via their devices, nearly half (49%) of Australian smartphone users called a business. [OMP

Email marketing 

  • Email is by far and away the method most preferred for (personal) online communication [Nielsen]

  • 62% of web users in Australia use email on a regular basis. [comScore
  • 68% of Australian smartphone users have read email on their devices. [OMP
  • 72% of Australian users unsubscribe from emails because the content is irrelevant. [Epsilon


  • 26% of Australian smartphone users have made a purchase on their devices. [OMP
  • 75% of Australians using GPS devices are open to viewing targeted deals when visiting bricks and mortar outlets. [Galaxy Research
  • 83% of 18-34 year old Australians find geo-targeted content via mobile when shopping an appealing prospect. [Galaxy Research