Thursday, October 16, 2008

News Digital Media: The Unemployed spend 40hrs a week on Internet

That's the word according to News Digital Media and their Aspiring Australian's market research.

It tells us that unemployed users of NDM sites spend 6 hours per weekday on the Internet, and 5 hours per weekend day. Total = 40 hours.

Effectively, these people do have a full time job. It's called surfing the net.

So maybe an economic slowdown and higher unemployed rates might be good for digital media consumption ;)

The full report is here -

The research is pretty generic, which is disappointing because it's good to see News Digital take the step and try and work out their audience a little better.

There's no new insight into why people use online (real motivations), their usage across different areas (ie maps, video, search, content, contribution), emerging trends or cross media consumption. This is the only first release of the report, and you can be sure it will evolve moving forward as it's released every 3 months.

It does have one statistic that is interesting - that the average NDM user is spending 27 hours, 49 minutes on the Internet per week.

As a figure this feels high to me and surely must be skewed by the respondants being online at work - which needs to be clarified more. Are they 'online' - ie connected - or are they actively using the Internet?

Personally, I work in digital media and I wouldn't be actively online more than 20 hours a week across home and work.

According to Nielsen, the average Internet user in AU spends 14 hours, 34 minutes online per month - which works out to around 3.3 hours per week online.

Who is right? The difference is pretty significant.

No comments: