AUSTRALIA'S enthusiasm for the internet is continuing to grow, fuelled by growing confidence in online retail, social networking sites and the use of multiple devices to go online. And there's an appetite for the next big thing, with some people showing strong interest in smart TVs.
According to a report by the Australian Communications and Media Authority, social networking sites are the most popular reason to go online, with 8.4 million people accessing social networking sites, 7.4 million accessing retail and auction websites and 5.5 million accessing video streaming sites from home during December 2010.
The most visited e-commerce sites in December last year were eBay (4.2 million people), Amazon (1.7 million) and the shopping.com.au network (1.3 million). Facebook continued to be the most popular social networking site.
The report found that the total number of Australian internet subscribers rose by 17 per cent in December 2010, compared with a year earlier. More than 15 million people aged 14 years and over used the internet during the December quarter, up from 14.2 million during the same quarter in 2009. And people are increasingly accessing the internet via multiple locations, such as home, work and mobile devices.
While most people still go online via their computers, more are using their mobiles. About 3.1 million people used the internet via their mobile phone during December, compared with 1.9 million a year earlier.
But the report's authors say people seem to be using different devices to go online depending on what they want to do. People are much less likely to use a mobile phone for e-commerce. Cost also plays a part, with internet access typically far more expensive via mobile phone than fixed-line services.
During the December quarter of 2010, 91 per cent of data downloaded, nearly 175,000 terabytes, was via fixed-line services, compared with less than 9 per cent of data downloads via mobile wireless services and just 2 per cent via mobile phone handsets.
ACMA's chairman Chris Chapman said consumers had not abandoned traditional internet access over fixed lines, suggesting internet access via mobile phones was developing as a complementary service, rather than a substitute.
"It is also notable that digital convergence is transforming how consumers can access the internet, moving beyond the mobile phone and computer to encompass a wider range of consumer electronic devices such as the TV," Mr Chapman said.
The study found a growing appetite for internet-enabled TVs. The highest level of interest was in pausing or rewinding live TV and networking a computer to the TV to access photos, music and video.
There was also a big rise in the average amount of data downloaded, up by 29 per cent in December 2010, compared with a year earlier.
This reflects the growth in digital content such as movies, TV programs and music.
The use of the internet for phone calls and social networking is affecting old-school emails. The number of people who used internet phone calls (Voice over Internet Protocol), smart messaging or blogging as a substitute for email almost doubled in the 12 months to December 2010.
Mr Chapman said the rise in online activity was evident in the growing volume of data downloaded as well as the increased take-up of higher speed internet services.
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