Australia is becoming an even more mobile country and we’re accessing the most popular destinations on the internet more often through our growing number of smartphones and tablets.
Today more people in Australia access Facebook and YouTube on a mobile device, according to Roy Morgan Research.
Almost 13 million users in Australia visited Facebook across four weeks in the 12 months to March 2015 which is up 10 per cent from the 11,759,000 in the year to March 2013.
But 8,759,000 of those users (68 per cent) used a mobile device – a smartphone or tablet or both – for some or all of their time on the social media site.
This figure is up from the 5,303,000 mobile visitors (45 per cent) from two years ago.
And the way Australians are accessing YouTube is also going down the same path.
The increased mobile access to YouTube corresponds to the increasing mobile data allowances to allow users to stream video on the go.
YouTube’s net monthly audience grew by 14 per cent from March 2013 to 11,799,000 with more than half of users (53 per cent) using mobile devices – up from 36 per cent two years ago.
Over at eBay, the four week audience is almost the same over the last two years – up less than one per cent to 7,300,000 but, like Facebook and YouTube, mobile usage has increased from 30 per cent to 47 per cent.
“It’s astounding how quickly the last two years of rapid smartphone and tablet uptake has influenced cross platform, cross device visitation to Australia’s biggest websites,” says Tim Martin, general manager – media, Roy Morgan Research.
“The changes in cross device visitation that Roy Morgan Research is seeing are consistent with the rapid shift of online display advertising from non-mobile to mobile formats.
“Advertising campaigns that would previously have been shown on desktop computers are now being adapted for mobile formats.”