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
Jake Hird

Published 17 November, 2011 by Jake Hird

Jake Hird is Econsultancy Australia's Director of Research and Education. Follow him on Twitter and Google+, connect with him on LinkedIn or see what he's keeping an eye on via diigo

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Comments (6)

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John Bertrand

Australia is booming in Internet marketing visibility and currency compared to the US market.

We do believe that Australia is one of the big players in the world.

Our compliments.

over 6 years ago

Paul Bidder

Paul Bidder, Managing Director at Colony Commerce

Great article, I think we are now seeing the likes of the Australian market coming to the fore. In recent years it has always been about the BRIC regions, but suddenly there is a lot of noise about Australia.

Some other insights are:

In 2010 Mobile payments made by paypal was $42m – it is on track to hit the $168m mark in 2011 (PayPal)

Australians spend the most time visiting social networks and blogs compared to other global markets. (Neilsen)

Australia is 2nd globally in smartphone penetration (ahead of UK, US). Only 15% of top 100 retailers have mobile optimised sites. (Stamford Interactive)

Google has seen a 220% spike in shopping searches coming from smart phones. (Ipsos)

over 6 years ago

Jake Hird

Jake Hird, Director of Research and Education at Econsultancy

@Paul - Please can you stop quoting all the other juicy stuff from our ANZ Internet Statistics Compendium...! ;-)

over 6 years ago


Dana Flannery

I am actually a little surprised that there are so few 25+ on social networking sites - there is such a MASSIVE mom-network on Facebook....

over 6 years ago


Catherine Archer

Thanks for a great article. Do you have any statistics on women (and specifically Mums) on social media? I am conducting research into digital parents/mum bloggers.

over 6 years ago


George Lam

I'm interested in the gender breakdown as well. There are consistently more ladies/mums online on most social media sites.

almost 6 years ago

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