Wednesday, February 15th, 2012
The frequency of internet use over the past thirteen years has increased rapidly. Today 55.5% of the Australian population (14+) is accessing the internet more than once a day, compared with 7.2% in 1999. As our population continues to age and our lifestyles become even more online reliant, this trend looks set to continue.
The new Roy Morgan State of the Nation Report 10 shows that the proportion of infrequent internet users is in decline. The proportion of the population accessing the internet ‘a few times a week’ has experienced the greatest decrease (from 19% in December 2004, down to 9.6% December 2011) whereas ‘once a day’ and ‘once a week’ users are declining more gradually.

Frequency of Internet Use

Source: Roy Morgan Research Single Source, Jan 11 – Dec 11, n = 18,641.

Behind our increasing use of the internet are a number of website categories which are drawing us online more frequently. Search websites were visited by 74.6% of the Australian population (14+) in the previous four week period, with other commonly assessed categories including Portals (74.2%), Email (61.6%) and Online Communities and Messaging (57.3%).

Website Categories Visited in Last 4 Weeks

Source: Roy Morgan Research Single Source, Jan 11 – Dec 11, n = 18,641.

Website Categories Visited in Last 4 Weeks

Source: Roy Morgan Research Single Source, Jan 11 – Dec 11, n = 18,641.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“As many industries continue moving products and services online, leading an offline lifestyle is becoming increasingly difficult. Online banking is a good example of how consumers can save a great deal of time and even money, and it is these big online advantages which are gradually rendering traditional methods, such as the standard branch visit, obsolete.

“The popularity of the internet isn’t only due to its invention of new ideas and services such as social media, it’s also because the internet makes everyday activities easier and often cheaper. Email is replacing postal mail, online banking is replacing the branch visit, and shopping can now be done from the comfort of your home.”


Roy Morgan’s Australian State of the Nation Report 10 will provide an understanding of the trends and issues facing Australians today. This report provides accurate and relevant information on the State of the Nation in terms of Society, Technology, Economy, Politics, and Environment.

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


internet growth, offline lifestyle, online lifestyle research



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