New study puts first local numbers on Australian mobile and tablet audiences

Mobile panel at Mumbrella360 L:R Nielsen’s Stuart Pike, Facebook’s Helen Crossley, SCA’s Clive Dickens and Yahoo!7’s Paul Sigaloff.

IAB Australia and Nielsen have given their first insight into the size of the mobile and tablet audience in the Australian market revealing that there are more than 18m users on mobiles and 11m users on tablets.

The data is the fist month’s to come from a pilot project, which runs through until the end of December, and tracks the behaviour of 1,500 Australians on these devices and gives insight into the category and time spent on mobile and tablet devices.

“We all know that mobile is big. It is the reality that in the next financial year most Australian publishers will see more traffic coming from mobile than from desktop,” said Alice Manners, CEO of IAB Australia.