The 2017 report, Know Your Data, shows the increasing domination of mobile devices, with the Australian smartphone love affair seeing consumers migrate away from the desktop to perform top daily digital tasks.
The study also found that the average Australian has increased their number of top daily digital habits from 2.8 in 2015 to 3.2 in 2016, with email, search, social, weather and news identified as the leading daily digital pastimes.
Becky Smith, head of Insights at Yahoo7, said, “The Know Your Data study has the power to significantly improve the relevance, accuracy, and effectiveness of our clients’ campaigns, through the most comprehensive insights into Australia’s digital habits.
The study found:
- In January 2017 Australians spent an average of 72 hours online.
- Most short-form activity happens in the morning to mid-afternoon. Weather checking has grown by 30%.
- Most long-form activity happens in the late afternoon/evening. Long-form video (IPTV) has increased by 60%.
- Smartphone use for socialising, fitness and online banking has risen 35%.
- Australia’s digital habits are also becoming increasingly app based, with a 53% increase across Yahoo7's app properties, including PLUS7 and 7News, since 2015.
- Ecommerce continues to grow with a 100% growth in people shopping online daily. In 2015, 27% converted to a purchase; now this is a 40% conversion rate.
Yahoo7 has termed the last point – M-Commerce (mobile-commerce). Daily shoppers' smartphone usage is up 56% and desktop is on the decline by 26%.
The study also reveals the peak times of day for each habit and demonstrates the critical role of aligning content with the time of day. The research found most Aussies are more likely to check the weather in the early morning, complete their online banking by mid-morning, browse recipes in the afternoon and watch video late in the evening.
However, the study found that this can vary considerably by the audience and it should be a key consideration for advertisers.
‘Yahoo7 can use its unique datasphere to help marketers conceptualise, tailor and implement their digital campaigns for their specific audiences and objectives,” Smith said.