Internet Usage Statistics in Australia

Australian Internet Usage Statistics:
15,300,000 Internet users as of Dec./2007, 74.3% of the population, according to ITU.

Internet Broadband Subscribers:
4,700,200 Broadband subscribers (connections) as of Sept./07, 22.8% of the population, according to OECD.

So when you consider that most people in Australia now spend more time in front of the computer than watching TV, where do you think you should be spending your advertising dollars?  Especially when you realise that internet marketing is much, MUCH more cost effective than most other types of offline marketing.

Below is a graph illustrating the number of Australians in each age group who bought online in 2006-07, compiled by the ABS:

Consumers between 15-54 account for the vast bulk of online sales. And remember that a large proportion of those aged 18-54 spend five days a week in front of a computer. Believe it or not, some of us would rather make an appointment online than make a phone call in person.

The intensity of Internet use by Australians is among the highest in the world. Australia ranks sixth in the world in terms of the total number of Internet users, despite its relatively small population (CIA 2000).

The number of Australian homes connected to the Internet is growing rapidly. At November 2000, 37 per cent of Australian households had Internet access at home—a total of 2.7 million households—up from 1.7 million households a year ago. There are approximately seven million Australian adult users of the Internet, or 50 per cent of all adults (ABS 2000). The share of Australia’s online population is comparable to that in the United States (US), where there are almost sixfold more Internet users than in any other country.
 

From the ABS

Use of the Internet as a conduit for communicating, accessing information and undertaking commerce has increased significantly in the last decade. World wide, people using the Internet is expanding every year, and Australians are embracing this technology rapidly. Research in Australia based on available data suggests that significant differences exist in Internet access based on income, education and age.

Although it is predicted by some experts that the Internet will soon become as ubiquitous as television, there are concerns that in addition to costs relating to purchasing equipment and Internet access, lack of cognitive ability and technical skills to exploit the Internet could lead to a social divide (Curtin, 2001).

There has been a strong policy focus as well as community interest in recent years on access to, and use of, the Internet, especially Broadband. Policy makers are increasingly focussing on the economic and social impacts arising from the adoption and use of Information and Communications Technology (ICT).

This study, following on similar studies based on the 2001 Census data, identifies key socio-economic characteristics of households and individuals relating to access to the Internet using results from the Census of Population and Housing (hereafter referred to as "the Census") 2006.

The use of the Internet by individuals depends on many factors including where the Internet is accessed (at work, school, home or in other locations), how affordable access is, and the ability and interest of users. Businesses and government agencies are keen to understand the characteristics of users.

This supports targeting of potential customers and facilitating service delivery. Governments, community organisations and social researchers are interested in understanding the barriers to using the Internet, with a view to assessing the degree of exclusion from the information society and its impacts on social and economic outcomes.

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