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The rapid adoption of mobile smart devices over the last two years has transformed the way Australians are accessing popular websites Facebook, YouTube and eBay, Roy Morgan Research has revealed.While computers are still the most common way to access Facebook overall, the research shows a significant shift in balance towards using mobile devices.
Almost 13 million Australians visited Facebook in an average four weeks in the 12 months to March 2015, growing 10 per cent from in the year to March 2013, the research shows, with 8,765,000 of these visitors (68 per cent) doing so via a mobile device (a phone, a tablet, or both) for some or all of their visitation, up from 45 per cent of total visitors two years ago.
Of those using a mobile device to access Facebook, 7,595,000 users now use a mobile phone during an average four-week period, (up 59 per cent from 4,787,000 in early 2013), 3,818,000 use a tablet (up from 1,876,000 two years ago), while 2,648,000 go to Facebook via both types of device (up from 1,360,000).
By contrast, the research shows 4,162,000 Australians use only a computer to visit Facebook in an average four weeks, down from 6,456,000 in 2013.
With mobile data usage allowances on the rise, the way in which Australians access YouTube has also changed.
YouTube’s net monthly website audience grew 14 per cent to 11,799,000 in the two years to March 2015, with most of these users now using one or more mobile devices during the month (53 per cent of total visitors, up from 36 per cent), with 3,423,000 using a mobile phone, 1,318,000 a tablet and 1,504,000 using both.
Meanwhile, while eBay’s total four-week audience remained almost unchanged over the last two years, up less than 1 per cent to 7,300,000, its mobile device visitation also increased, rising from 2,172,000 (30 per cent of total visitors) to 3,449,000 (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,” Tim Martin, Roy Morgan Research general manager – media, commented.
“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.”
