SYDNEY – ComScore released a study recently on the state of the Internet in Australia, showing among other things that social networking accounts for the largest amount of time spent online by Australian.

Social Networking accounted for 21.9 percent of Australians’ time online in December 2010, up 5.3 percentage points versus the previous year, and leading as the top online activity, ComScore said.

Portals accounted for 19.7 percent, down nearly 10 percentage points from the previous year, while Instant Messengers accounted for 11.6 percent of time, down 7.7 percentage points, as both categories lost share to Social Networking throughout the year.

Entertainment which accounted for 9.1 percent of time in 2009 increased 2 percentage points to 11.1 percent.

“2010 was dynamic year for the digital media industry in Australia,” said Will Hodgman, ComScore executive vice president for the Asia-Pacific region. “Consumers are turning to the Internet with increasing frequency for a vast array of activities including entertainment, commerce, news and information and communication, as digital media becomes embedded in the daily lives of Australians.”

Other key highlights of the report include Microsoft sites emerging as the most-visited Internet property in Australia, followed by Google sites and Facebook. When looking at the top sites by total minutes spent, Facebook.com assumed the number one spot followed by Microsoft sites and Google sites.

More Australians also visited retail sites compared to last year, outpacing increases in the global average. Amazon and Apple led as the most-visited retail destinations. Meanwhile, group-buying sites continued to gain traction over the past year. Cudo, an MSN property, currently leads the space with 418,000 unique visitors in December 2010.

Three out of four online users in Australia watched online video in December 2010, with an average viewer watching more than seven hours of video during the month.

Additional key insights from the report include:

  • In December 2010, Microsoft Sites led as the most-visited Internet property in Australia, followed by Google Sites and Facebook.com. When looking at the top sites by total minutes spent, Facebook.com assumed the #1 spot followed by Microsoft Sites and Google Sites.
  • More Australians visited Retail sites compared to last year, outpacing increases in the global average. Amazon and Apple led as the most-visited retail destinations.
  • Group-buying sites continued to gain traction over the past year. Cudo, an MSN property, currently leads the space with 418,000 unique visitors in December 2010.
  • 3 out of 4 online users in Australia watched online video in December 2010, with an average viewer watching more than 7 hours of video during the month.
  • Nearly 12 million Australians conducted an online search query in December, with an average searcher performing 115 queries. Google Sites accounted for 80 percent of searches in December.

To download a copy of the State of the Internet in Australia, please visit:http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_in_Australia

About the Author

Julia Mitchell is an online professional networker and a coach. Julia coaches and mentors like minded people to succeed in their chosen field and invites you to join with her.

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