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Australia - Digital Economy - Advertising, Statistics and Revenues


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

An increase in advertising spending on the mobile sector came in 2012 as smartphone penetrations increases and users are quite often making their smartphones and tablet their primary device. Advertising spending in the online advertising market increased again in 2012 and is set to increase again by end-2013 as businesses and consumers interact in this marketplace.

The increase in online advertising comes as Australian businesses expand their presence online and are in the aiming to see local sales win over the increasing amount the is bought offshore.

The increased use of video advertising and also video viewing continued again in 2012 and will increase again and again for the next five or so years according to industry trends.

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, email advertising, mobile advertising, hard-copy advertising still popular with reders, digital media, social networking, NBN.


1. Synopsis
2. The online advertising market
2.1 Online classified market is maturing
2.2 Interactive Advertising Bureau (IAB) survey of online advertising expenditure – 2012
2.3 Revenue trends towards 2014
2.4 Advertising and revenue generation
3. Mobile internet advertising
3.1 Background
3.2 Mobile advertising to mature
3.3 Mobile devices increase growth in online video advertising
3.4 Generation Y is driving the online media push
4. Revenue statistics
4.1 Online advertising revenue forecasts
4.2 Online advertising revenue statistics
5. Online video advertising market
5.1 Market overview
6. Market surveys
6.1 PriceWaterhouse predictions
6.2 Printed ads still gaining user attention
6.3 Social media sites linked to advertising and buying patterns
6.4 Businesses advertising to get traffic
6.5 Children, internet and social networks
6.6 PricewaterhouseCoopers (PwC) Entertainment & Media Outlook report to 2016
6.6.1 Background information
6.6.2 Trends by industry
6.7 Search advertising revenues
6.8 Different (digital) working arrangements
7. Website usage statistics
7.1 Top 10 Australian websites – 2010 - 2013
8. Related reports
Table 1 – Estimated mobile device advertising in Australia – 2008 - 2015
Table 2 – Market shares of key online advertising markets – 2008 - 2012
Table 3 – Online advertising expenditure and forecasts – 2000 - 2015
Table 4 – Expenditure in the email and video advertising sector online – 2009 - 2012
Table 5 – Use of social networking sites by age group – 2008 - 2012
Table 6 – Use of social networking sites by demographic – 2008 - 2012
Table 7 – Australian entertainment and media market – revenue by industry – 2007 - 2012
Table 8 – Australian entertainment and media market – annual growth by industry – 2008 - 2012
Table 9 – Australian entertainment and media market –by industry share – 2007 - 2011
Table 10 – Australian entertainment and media market –by industry share – 2012 - 2016
Table 11 – Estimated online paid search advertising revenue – 2005 - 2006; 2010 - 2013
Table 12 – Top ten websites by unique Australian audiences – 2010 - 2013
Chart 1 – Overview of online advertising revenue on mobile devices – 2008 - 2015
Chart 2 – Overview of online advertising expenditure and forecasts – 2001 - 2015
Chart 3 – Overview of online advertising expenditure in the email and video sector – 2009 - 2012
Chart 4 – Overview of social networking use by age group – 2008 - 2012
Chart 5 – Overview of paid search advertising revenue – 2005 - 2006; 2010 - 2013

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