Who’s looking online?

Before we dive into a bunch of online stats, the latest newspaper circulation figures have been released by the Audit Bureau of Circulation and is reported here.

Of the top ten US mastheads, only one masthead gained ground.  Tough business.

On the internet front, things are looking rosier.  Budde reports that “while global Internet bandwidth expanded by around 64% in 2009; Internet traffic was expected to grow by over 70%.   A study by Telegeography found that much of the demand is coming from the emerging markets, such as the Middle East where traffic growth is expected to reach 116%.  In contrast the US will grow by 56%.”

56% is not bad growth for a maturing medium.

Growth of Broadband and Internet access

Broadband subscriber numbers rose 27 percent in the 15 months to June to 1.1 million.
Source: Statistics New Zealand (SNZ)

87% of New Zealanders have access to the Internet and 67% go online every day.
Source: Nielsen Panorama Survey (Jan – Dec 2008)

Time spent online averages 13 hrs per week – that’s over half a day every week.
Source: Nielsen Online Market Intelligence 2009

Some stuff on Trade Me

Trade Me serves around 66% of New Zealand domestic recorded page impressions
Source: Nielsen Online September 2009

Advertising Revenues

Back in NZ, for the full calendar year of 2008, we saw a continuation of the decline in newspapers and television adspend.  And a steady climb in interactive advertising.  It will be fascinating to see the annual results for 2009 once they are published.  I predict a very significant decline in Television and Newspaper revenues and a lift of Interactive revenue (as audited by PwC) to be over 10% of all media spend, getting very close to passing magazines and radio.