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Megan Brownlow, PwC Sydney
Rujia Wang, PwC Sydney
Matt Benwell, PwC Melbourne

Market definition

Internet access

Internet access represents consumer spend on accessing
the internet and is split into two categories; mobile internet and
fixed-broadband internet.

Fixed broadband includes both wired and wireless connections (WiFi) and is a subscription to a residence or small business.

Mobile internet considers internet access over the medium of cellular air interfaces, generally via a 2.5G network or higher. This covers internet access via mobile devices and for connected devices that use embedded modems, dongles and data cards. Mobile internet subscribers are considered unique users.

Internet advertising

Internet advertising categories consist of paid search, display and classifieds, with video advertising broken out as a subset of display.

The internet advertising segment also includes online (catch-up) television, digital newspaper and digital magazine advertising and online radio. With the exception of online (catch-up) television, these are also included in their respective segments but are eliminated at a total advertising level to avoid double counting.

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Australian total market:

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For 11 E&M segments


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  • Consumer and educational books
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  • Filmed entertainment
  • Free-to-air television
  • Interactive games
  • Internet
  • Music
  • Newspapers
  • Out-of-home
  • Radio
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