Roy Morgan Research’s survey data shows 17.7 million Australians 14+ used the internet in an average month in the second half of 2013, consistent with the long-term trend.
Tim Martin, General Manager – Media, Roy Morgan Research, says:
“Nielsen’s latest revised numbers on the size of the internet population appear to now be in line with Roy Morgan’s ongoing results.
“Beyond being a pure numbers discussion, as to which media owner has the most uniques, Roy Morgan is able to combine quantitative online audience data with the rich consumer psychographic segmentation of Helix Personas to give brands, publishers and marketers a thorough understanding of their audiences, which leads to tangible and actionable insights that media agencies can actually buy and trade on.
“Feedback from the market is that our approach to measuring and segmenting online audiences is a game-changer. That is why we are teaming up with some of Australia’s big media owners.
“We are looking forward to having some really interesting conversations with our clients and the market generally around online audience measurement given the IAB is also seeking feedback to help shape the next wave of online measurement in Australia.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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