30pc more prefer mobile to tablet: IAB

30pc more prefer mobile to tablet: IAB

The second mobile report from the Interactive Advertising Bureau and Nielsen released this week shows Australians are spending close to 30 per cent more time on mobile phones than tablet devices.

IAB research director Lisa Walsh said that as the popularity of smartphones grew, news was a prominent piece of content that was being consumed.

An important statistic for publishers, she said, was the size of mobile audiences and their frequency of usage.

The report revealed that 12.5 million Australians aged 18 and over accessed the internet on their smartphones in August, with 7 million accessing it via a tablet device.

Compared to PC usage, Australians are using mobile devices in shorter and more frequent sessions. On average, smartphone users had 206 sessions per month, which is more than four times that of PC users.

Each month, Australians spend almost 35 hours on smartphones, and over 25 hours on a tablet

The report also showed that news brands performing well on desktop were also performing well in the smartphone and tablet rankings.

“There are some very well established news brands in this market that have long established substantial audiences on desktop,” she said. “And they’ve developed more convenient access to their content via mobile sites and apps, and their audiences have gravitated towards those.”

Topping the list for the month of August was smh.com.au, with 1,257,000 unique audiences, and followed by news.com.au, with 1,113,000 unique browsers.

For more news from The Newspaper Works, click here.

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