Market Research Logo

Australia - Digital Economy - Advertising, Statistics and Revenues


Attention: There is an updated edition available for this report.

Spending on online advertising expenditure in Australia continues to reach new highs. The amount spent in the online advertisements segment in Australia is continuing to grow as does the expenditure by the businesses and consumers in this marketplace. Driving the spending is often mobile devices where purchases can be made on a whim or as the need arises and by comparison shopping using the mobile device

By end-2011 online advertising had increased overall by around 17% year-on-year in 2011. The increase in online advertising may be in anticipation of an increased economic environment coming into 2012 as Australian businesses continue to increase the amount of online sales.

The increased use of video advertising and also video viewing continues to grow as the increase in broadband availability has seen advertisers continue to experiment with new formats. Into 2012 we will continue to see an increased use of targeted advertising delivered over the internet, as millions of users watch millions of online videos monthly. Overall it is estimated that video advertising is still less than 2% of overall online advertising spending.

In this report we provide an overview of the Australian digital economy based on the online advertising market, with statistics, trends, forecasts, estimates and analysis in tabular, text and easy-to-read chart formats covering a wide cross-section of the sector.

Key developments:

Online advertising, video-based advertising, IPTV, mobile advertising, digital media, social networking, NBN.

Companies covered in this report include:

iPhone, Nokia, Google, Android, Telstra, Sensis, eBay, Yahoo, Facebook.


1. Synopsis
2. Digital economy – business internet income
3. The online advertising market
3.1 Interactive Advertising Bureau (IAB) survey of online advertising expenditure – 2011
3.1.1 Online ads set to increase into 2012
3.2 Revenue trends from 2011 into 2014
4. Mobile internet advertising
4.1 Background
4.2 Insights into mobile advertising trends
4.3 Mobile advertising to mature
4.4 Mobile devices increase growth in online video advertising
5. Generation Y is driving the online media push
6. Revenue statistics
6.1 Online advertising revenue forecasts
6.2 Online advertising revenue statistics
7. Online classified advertising
7.1 Overview of market spending – 2010
8. Online video advertising market
8.1 Market overview
8.2 Video gaming industry downsizes
9. Website usage statistics
9.1 Top 10 Australian websites – 2009 - 2011
10. Market surveys
10.1 Online shopper survey but still buying offline
10.2 Children and the usage of social networks
10.3 Ericsson/IDC – rapid growth for TV/video sector
10.4 Online general advertising survey
10.5 PricewaterhouseCoopers (PwC) Entertainment & Media Outlook report to 2012
10.5.1 Market sector overview
10.6 Search advertising revenues
11. Different (digital) working arrangements
12. Related reports
List of Tables and Charts
Table 1 – Business internet income and annual change – 2007 - 2012
Table 2 – Estimated mobile device advertising in Australia – 2008 - 2011; 2015
Table 3 – Market shares of key online advertising markets – 2008 - 2012
Table 4 – Online advertising expenditure and forecasts – 2000 - 2015
Table 5 – Expenditure in the email and video advertising sector online – 2009 - 2011
Table 6 – Nielsen Online top Australian websites by unique audience – 2009 - 2010
Table 7 – Top ten Australian websites by unique audience – 2009 - 2011
Table 8 – Social networking in the workplace – 2009 - 2010
Table 9 – Australian entertainment and media market – revenue by industry – 2007 - 2012
Table 10 – Australian entertainment and media market – annual growth by industry – 2008 - 2012
Table 11 – Australian consumer/end-user spending – 2007 - 2012
Table 12 – Australian consumer/end-user spending – annual growth by industry – 2008 - 2012
Table 13 – Australian advertising spending – 2007 - 2012
Table 14 – Australian advertising spending – annual growth by industry – 2008 - 2012
Table 15 – Australian entertainment and media market – revenue by industry – 2006 - 2008; 2011
Table 16 – Australian entertainment and media market – annual growth by industry – 2007 - 2008; 2011
Table 17 – Australian entertainment and media market – consumer/end user spending by industry – 2006 - 2008; 2011
Table 18 – Australian entertainment and media market – consumer/end user annual growth by industry – 2007 - 2008; 2011
Table 19 – Australian entertainment and media market – advertising spending by industry – 2006 -2008; 2011
Table 20 – Australian entertainment and media market – advertising annual growth by industry – 2007 - 2008; 2011
Table 21 – Share of consumer spending by industry sector – 2006; 2011
Table 22 – Share of advertising revenue by industry sector – 2006; 2011
Chart 1 – Overview of business internet income and annual change – 2007 - 2012
Chart 2 – Overview of mobile online advertising revenue – 2008 - 2011; 2015
Chart 3 – Overview of online advertising expenditure and forecasts – 2001 - 2015
Chart 4 – Online advertising expenditure in the email and video sector – 2009 - 2011
Chart 5 – Use of price comparison sites – 2010
Chart 6 – Use of social networking sites by demographic – 2008 - 2010
Chart 7 – Social networking trends among children – 2008 - 2010
Chart 8 – Paid search advertising revenue – 2005 - 2006; 2010

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report