THE AUSTRALIAN ONLINE LANDSCAPE REVIEW JULY 2014

THE AUSTRALIAN ONLINE LANDSCAPE REVIEW JULY 2014

STATE OF THE ONLINE LANDSCAPE July 2014 Welcome to the July 2014 edition of Nielsen s Online Landscape Review. The online landscape in July saw Australians spend 39 hours online over 64 sessions. With nearly 41 billion minutes spent online with 33 billion pages viewed. For July; we focus on the two areas News and the Finance / Insurance / Investment categories. Financial Services sites had a huge month of growth influenced by the end of financial year. Please note the updates for this month Nielsen Market Intelligence Data update and Google accepting OCR tags. If you d like to know more about any of the insights presented within this report, contact your Nielsen Account Manager directly or email careau@nielsen.com. Source: Nielsen Online Ratings Hybrid, July 2014; Nielsen Market Intelligence, July 2014 2

July 2014 Highlights Nielsen Online Ratings: Hybrid

Since 2007, online Australians have spent more time accessing the internet than any other media in a given week. They now spend 23 hours and 56 minutes online per week, across all connected devices and screens. Source: Nielsen Connected Consumers Report 2014

AT A GLANCE: THE ONLINE LANDSCAPE July 2014 32 billion viewed pages. 41 billion minutes spent. 39 hours spent online, across 64 sessions. 17,491,000 people were actively surfing online. Indicates growth or decline based on the previous month Source: Nielsen Online Ratings Hybrid, July 2014 5

TOP BRANDS COMPARISON - SURFING July 2014 Unique Audience (000s) % growth on last month (Jun/July AU) AUSTRALIA UNITED STATES 1 +2% GOOGLE 15,103 GOOGLE 147,739 2 +3% MI9 11,152 FACEBOOK 113,744 3 +2% FACEBOOK 11,109 YAHOO 112,402 4-2% YOUTUBE 9,616 MSN 110,246 5-7% MICROSOFT 8,782 YOUTUBE 99,558 6-3% YAHOO!7 7,424 AOL MEDIA NETWORK 77,195 7-5% EBAY 7,290 MICROSOFT 75,976 8-3% WIKIPEDIA 7,178 AMAZON 72,529 9-2% APPLE 5,996 WIKIPEDIA 57,248 10 +10% SKYPE 4,657 APPLE 47,984 6

Active Reach (%) 100 90 80 70 60 50 40 30 20 10 0 TOP 10 BRANDS AND THEIR ENGAGEMENT July 2014 Bubble Size = Time per Person Sessions per Person Google 0 5 10 15 20 25 30 35 40 Mi9 Facebook YouTube Microsoft Yahoo!7 ebay Wikipedia Apple Skype Skype had nearly 4.7 million Australians surfing their site this was a 10% increase. Female Audiences had the biggest influence on this jump 2.3 million female Australians; up 20%, compared to last month. Source: Nielsen Online Ratings Hybrid, July 2014 7

TOP 10 BRANDS AND THEIR ENGAGEMENT July 2014 Unique Audience Rank Brands Unique Audience (000s) Page Views (000s) Active Reach (%) Sessions Per Person Time Per Person 1 Google 15,103 4,192,586 86.35 29.91 03:08:31 2 Mi9 11,152 1,407,093 63.75 19.01 02:16:43 3 Facebook 11,109 2,993,855 63.51 27.21 09:13:44 4 YouTube 9,616 876,513 54.98 10.98 03:37:13 5 Microsoft 8,782 47,635 50.21 8.81 01:18:27 6 Yahoo!7 7,424 413,733 42.45 11.89 01:18:45 7 ebay 7,290 1,141,264 41.68 10.69 02:10:48 8 Wikipedia 7,178 184,214 41.04 6.45 00:36:48 9 Apple 5,996 33,259 34.28 7.71 00:53:54 10 Skype 4,657 27,845 26.62 20.83 01:57:04 Including web-based applications Source: Nielsen Online Ratings Hybrid, July 2014 8

HYBRID SURFING: AGE DEMOGRAPHICS ONLINE July 2014 2-17 18-24 25-34 35-49 50+ Percentage of Online Australians 8.7% 1,640 11.4% 19.6% 27.4% 32.9% 37:03 Average Page Views 322 1,496 2,188 2,290 1,969 Average Time Per Person* 8:48 36:51 43:16 44:19 41:09 Indicates growth or decline based on the previous month *HH:MM Source: Nielsen Online Hybrid, July 2014 9

GENDER BREAKDOWN ACTIVE UNIVERSE 8,939,000 UA 8,553,000 UA 50+ 35-49 25-34 12% 8% 32% 50+ 35-49 25-34 11% 10% 34% 18-24 2-17 19% 18-24 2-17 20% 29% 26% The 2-17 age group saw a significant increase in online consumption in July which is common during school holidays. Specifically there were 52% more female kids surfing the web. The decrease in male audiences consuming online content came from the absence of male Australians in the 35-49 age group a 13% drop. Also this decrease could be a normalisation, coming off a peak in June; where there were a lot of major sports events.

July 2014 Category Spotlight: News Current Events & Global News

NEWS AUSTRALIA VS. UNITED STATES Interestingly, when comparing how Australians and Americans* engage with the News category - Australians were spending up to 56 percent more time per person and 11 percent more sessions per person. Furthermore, the top 10 news sites in Australia and the United States show a surprising similarity. The top 10 News sites in Australia reached anywhere from 9 percent - 22 percent of the online population for July while the top 10 News sites in the United States reached between 8 percent 19 percent of the online population for June. +56% more Time Per Person +11% more Sessions Per Person *Please note that NetView US uses a panel only methodology while Nielsen Online Ratings combines both Panel & Tagging. Source: Nielsen Online Ratings Hybrid, June 2014 12

TOP 10 NEWS SITES AUDIENCE News Sites in July saw a significant increase in engagement from Australians. Looking at the overall category there was a 7 percent increase in total time and a 5 percent increase for time per person, compared to last month. Also, investigating within the Top 10 News Sites: 6 out of the top 10 sites had growth in Sessions Per Person Yahoo!7 News Websites was the most noteworthy with a 35 percent increase, compared to June. 7 out of the top 10 sites had Australians spending more Time Per Person surfing their news sites Daily Mail Australia and The Guardian had increases of 113 percent and 40 percent, respectively. Sites Unique Audience (000) Time Per Person (hh:mm:ss) Sessions Per Person Sessions Per Person Growth July July June July (%) News.com.au 3,937 01:12:22 11.45 11.24-2 Smh.com.au 3,453 01:06:31 9.83 10.34 5 Ninemsn News Websites 3,033 00:38:17 10.36 10.91 5 ABC News Websites 2,509 00:39:13 8.70 8.90 2 Daily Mail Australia 2,357 00:46:55 6.86 6.65-3 Yahoo!7 News Websites 2,327 00:26:58 5.87 7.90 35 The Age 1,954 01:10:42 11.24 12.28 9 Herald Sun 1,908 00:35:33 8.44 8.23-3 The Guardian 1,870 00:46:24 6.41 6.98 9 The Daily Telegraph 1,604 00:29:47 7.34 6.41-13 13 Source: Nielsen Online Ratings Hybrid, June & July 2014

NEWS AUDIENCE PROFILE Comparing Male and Female consumption of News content: News sites reached 5 percent more male Australians than females. Males spend 50 percent more time per person on News content than their female counterparts and nearly 40 percent more sessions per person. Even though there is a male skew for the News category; July saw a 6 % growth in female Australians on News content compared to last month. One of the biggest contributors to this growth in Unique Audience were from the female audiences in the 21 34 age group. This group saw an increase of 240,000 in July.` Unique Audience (000) Time Per Person (hh:mm:ss) Sessions Per Person Active Reach (%) July July July July 5,050 03:08:14 25.81 59.05 Unique Audience (000) Time Per Person (hh:mm:ss) Sessions Per Person Active Reach (%) July July July July 5,017 02:04:56 18.70 56.12 14 Source: Nielsen Online Ratings Hybrid June & July 2014

July 2014 Highlights Nielsen Online Ratings: Hybrid Streaming

Males still spend more time online each week than females, though females spend more time online via tablets and smartphones than males. Time on mobile (phone) internet among women has increased the most (4.1hrs up to 5hrs per week) as has their time watching video on a tablet computer. Source: Nielsen Connected Consumers Report 2014

HYBRID STREAMING KEY ONLINE STATISTICS July 2014 2.7 billion streams watched. 6.5 billion minutes streamed. 7 hours and 57 minutes spent streaming per person. 13,576,000 people were actively streaming online. Indicates growth or decline based on the previous month Source: Nielsen Online Ratings Hybrid, July 2014 17

TOP BRANDS COMPARISON - STREAMING July 2014 July June 1-1% YOUTUBE 11,486 YOUTUBE 11,560 2 +6% FACEBOOK 5,959 FACEBOOK 5,600 3 +13% VEVO 4,030 VEVO 3,553 4 5 6-3% -13% +4% MI9 THE COLLEGE HUMOR NETWORK NEWS.COM.AU 2,595 2,579 1,747 THE COLLEGEHUMOR NETWORK MI9 NEWS.COM.AU 2,962 2,678 1,685 7 +4% SMH.COM.AU 1,436 SMH.COM.AU 1,386 8 9 +2% -14% YAHOO!7 ABC ONLINE NETWORK 1,302 1,109 ABC ONLINE NETWORK YAHOO!7 1,283 1,276 10 +7% TELSTRA MEDIA 930 DAILYMOTION 1,129 18

HYBRID STREAMING: TOP 10 BRANDS BY AUDIENCE July 2014 Unique Audience Rank Brand Unique Audience (000s) Total Streams Time Per Person 1 YouTube 11,486 1,532,513 04:51:25 2 Facebook 5,959 185,130 01:40:37 3 VEVO 4,030 81,998 00:41:20 4 Mi9 2,595 30,564 00:19:24 5 The CollegeHumor Network 2,579 8,093 00:17:10 6 news.com.au 1,747 12,820 00:11:55 7 smh.com.au 1,436 5,988 00:05:07 8 Yahoo!7 1,302 12,080 00:45:20 9 ABC Online Network 1,109 9,082 02:24:40 10 Telstra Media 930 6,879 00:34:01 Including web-based applications Source: Nielsen Online Ratings Hybrid, July 2014 19

GENDER BREAKDOWN HYBRID STREAMING 6,868,000 Number of Streaming Australians 6,728,000 1,150,998 Total Streams Viewed (000s) 1,535,648 168 Streams per person 228 7:27:19 Time Per Person (HH:MM:SS) 8:29:14 Female Australians in July had a noteworthy month of Streaming 8% increase in Total Streams Viewed, compared to last month.

HYBRID STREAMING: AGE DEMOGRAPHICS ONLINE July 2014 2-17 18-24 25-34 35-49 50+ Percentage of Online Australians 7.7% 1,640 10.9% 19.8% 27.6% 34.0% 37:03 Average Streams 147 280 230 225 142 Average Time Per Person* 5:24 11:45 9:47 8:07 6:08 *HH:MM Indicates growth or decline based on the previous month Source: Nielsen Online Hybrid, July 2014 21

July 2014 Device Highlights Nielsen Online Ratings: Market Intelligence

Internet TV or IPTV (also known as online catch-up TV, TV on-demand or downloaded TV ) expanded to a significantly larger Australian audience during 2013 now 50 percent of online Australians watch TV from internet sources. Source: Nielsen Connected Consumers Report 2014

DEVICE TYPE COMPARISON (EXCLUDING APPLICATIONS) July 2014 Market Domain Domestic Traffic 15% 1% DESKTOP 53% of Total Average Daily Unique Browsers came from portable devices. 37% TOTAL AVERAGE DAILY UNIQUE BROWSERS 47% MOBILE TABLET OTHER Compared to June, the proportion of domestic traffic coming from each device remained constant. * Other is a sum of Console, Others and Unclassified devices Source: Nielsen Online Ratings - Market Intelligence July 2014 24

July 2014 Category Spotlight: Finance / Insurance / Investment

TOP 10 FINANCE/INSURANCE/INVESTMENT SITES July was a huge month for financial services sites mostly influenced by the end of the financial year. The Full Service Banks & Credit Unions category had growth across Unique Audience, Sessions Per Person and Time Per Person; 5 percent, 7 percent and 8 percent, respectively. Month-on-month comparisons: 8 of 10 Top Financial Services sites had growth in Unique Audience, 9 of 10 sites saw audiences having more sessions per person and 7 of 10 sites showed Australian audiences spending more time per person. Commonwealth Bank lead this category across all three metrics 9 percent, 15 percent and 18 percent increases in Unique Audience, Time Per Person and Sessions Per Person, respectively. There was also a spike for the ATO 3 million people visiting the site in July a 134 percent increase. Sites Unique Audience (000) Growth Time Per Person (hh:mm:ss) Sessions Per Person June July % July July Commonwealth Bank 3,277 3,561 9 00:43:16 9.59 Commonwealth NetBank 2,904 3,235 11 00:42:18 9.93 National Australia Bank 2,221 2,276 2 00:56:07 9.09 Westpac Banking 1988 2,131 7 00:58:06 9.18 ANZ 1,845 2,010 9 00:44:27 8.45 National Online Services 1,741 1,796 3 00:37:25 9.50 Westpac Online Banking 1,602 1,716 7 00:26:02 9.37 ANZ Internet Banking 1,108 988-11 00:05:06 9.44 ING Direct 819 855 4 00:17:57 4.19 Commonwealth Personal 887 818-8 00:03:43 3.41 Source: Nielsen Online Ratings Hybrid, June & July 2014 26

PRODUCT UPDATES FOR THIS MONTH

NIELSEN MARKET INTELLIGENCE DATA Australia July 2014 PRODUCT NOTICE An issue was discovered in the way HTML5 local storage was being handled by Apple and Nielsen in July which has resulted in undercounting of UBs and cookie related metrics predominantly from tablets and mobiles. This has resulted in Daily UB numbers being underrepresented on an average by about 9%. Nielsen has put a fix in place on 29th of July to address this issue. The July data cannot be retrospectively corrected and impacts all entities within MI only for the month of July. This does not impact hybrid data. If you have any questions please contact your Account Manager or email careau@nielsen.com 28

Google Update GOOGLE TAG ACCEPTANCE Beginning July 1 2014, Google will accept OCR tags on ads running in select regions Areas of Google Countries Platform YouTube US, Canada, Australia Desktop Google Display Network (GDN) display only ad network US, Canada, Australia Desktop AdX - Google s ad exchange US, CA, AU, IT, DE, FR, UK, BR Desktop Placements must start on or after July 1, 2014 Timing for additional countries for YouTube and GDN is TBD YouTube TrueView is included Doubleclick integration still slated for end of 2014 Initially desktop only; mobile acceptance TBD 29

IAB/NIELSEN MOBILE PILOT UPDATE

MORE MONEY TO MOBILE ADVERTISING MOBILE AUDIENCE MEASUREMENT PILOT TAKING THE FIRST STEPS TO UNDERSTAND MOBILE AUDIENCES IN AUSTRALIA 50% OF AVERAGE DAILY UBS 28% OF PAGE IMPRESSIONS Source: Nielsen Market Intelligence, January 2014 CONSUMPTION VIA MOBILE DEVICES IS AT A TIPPING POINT AGE, GENDER, INCOME DEMOGRAPHICS + FIRST MOBILE PANEL PILOTED IN AUSTRALIA WILL PROVIDE UNIQUE AUDIENCE INSIGHTS WEB + APP + 31

MOBILE DEVICE OWNERSHIP WILL OVERTAKE COMPUTERS BY 2016 Source: Nielsen Australian Connected Consumer Report, 2014 32

TIME PER MONTH 93 HOURS WATCHING BROADCAST TV 95% MOBILE DEVICES GENERATE SIGNIFICANT ENGAGEMENT 38 HOURS USING THE INTERNET ON A COMPUTER 29 HOURS USING INTERNET / APPS ON A SMARTPHONE 83% 73% MARKET PENETRATION 24 HOURS USING INTERNET / APPS ON A TABLET 53% Source: Nielsen Online Ratings, June 2014; IAB / Nielsen Mobile Pilot, June 2014; Australian Multi-Screen Report Q1, 2014 33

Total Time PC Mobile Web Mobile App Tablet Web Tablet App 52% OF DIGITAL TIME NOW COMES FROM MOBILE & TABLET DEVICES Source: Nielsen Online Ratings, June 2014; IAB / Nielsen Mobile Pilot, June 2014; Nielsen Online Ratings Enumeration Survey, Feb Apr 2014 34

[ 04:44] [ 27:28] APPS GENERATE THE HIGHEST ENGAGEMENT PARTICULARLY ON SMARTPHONES [ 06:05] [ 20:07] Time per Person in [HH:MM] Source: IAB / Nielsen Mobile Pilot, July 2014 35

ONLINE CAMPAIGN RATINGS Hear from John Miskelly, GroupM, and Ben McInerney, Mediacom, as they share their stories on creating outcomes with Nielsen Online Campaign Ratings. Please follow the link below: http://nielsen.wistia.com/medias/kveo8g33u4 Campaign Collaboration Busts Video Myths http://www.nielsen.com/au/en/insights/news/2014/accelerating-digital-video-campaigneffectiveness.html

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