In the 90’s the internet was available in country Australia but with dial-up connection – a nightmare! Slow & unreliable connection meant that the internet was not hugely successful in those areas.
The roll out of broadband, faster Next G services & Wireless internet across these regions saw a massive take up. The internet now facilitates reach against 5.6 million people in country Australia who are spending on average 16 hours per week online.
The internet has had a significant effect on the time spent with other media. Since using the internet, Australians living in Country areas:
- 30% read less newspapers
- 18% read less Magazines
- 19% watch less TV
- & 17% shop less in stores
The reliance on the internet is massive across this audience with 56% claiming “they would be lost without it”!
The internet really is a key medium for reaching Aussies who live in Country Australia & should be a lead medium for advertisers looking to reach this Audience. Interestingly newspapers are still getting a big chunk of adspend here.
Source: Roy Morgan Dec 2010, Nielsen Internet & Technology Report Feb 2010