81% of people in country areas are online every month.

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.

Mehrak Saheb

Prophesy Digital

Source: Roy Morgan Dec 2010, Nielsen Internet & Technology Report Feb 2010