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Following on from yesterday’s post about the relative popularity of RSS and email, the Australian Communications and Media Authority has released a study on internet use by Australians.

The report, Telecommunications Today Report 6: Internet Activity and Content, examines consumer adoption of the internet and the impact this is having on the growth of the digital economy in Australia. With 73 per cent of Australian households now having access to the internet, the report found that, overall, household internet users are accessing the internet more frequently, with an increasing number recording ‘heavy’ use (8 or more times per week)

There is plenty of interesting information to be gleaned from the report. Most obvious is how dominant email is as the primary internet activity.

Chart showing 98% of people use email. Online banking is next at 72%

Source: Nielsen Online (2008) The Australian Internet and Technology Report, February

98% of people in the study used email in the last 4 weeks, beating out all other activities by a big margin. Compare that to ‘reading blogs’ which was way down at 16%.

Email newsletters look like a pretty good option for reaching Australians (at least the over 16 population). As well as general usage, 36% of people had subscribed to a newsletter in the last month.

Add that to your arsenal of reasons that your clients should consider sending an email newsletter!

Check out the full list of 6 communication services reports for more details.

p.s. Did you notice the amusing gender difference chart? More men than women use the internet for maps and directions… is that easier to handle than asking a person?

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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