News Limited launched truelocal.com.au in 2006 after identifying that consumer behaviour was rapidly changing. Australian consumers have embraced the internet as a tool for searching for products and services – for most, its now part of their everyday life.

Some quick facts about Australians:

• The Active Internet Universe (home and work) in April 2009 is estimated to have been 11,573,426
• Home Broadband access amongst Active Internet Users in April 2009 is estimated to have been 95.6%
• In April 2009 the average Active Internet User (home and work) browsed the Internet for 24 hours and 2 minutes over a total of 37 Sessions

Source: Nielsen Online, NetView, home and work, audience data from panel measurement, Australia, April 2009.

Internet media consumption the most popular
For those Australians accessing the internet each month, the hours spent online have surpassed TV, radio and other mainstream activities. With increasing penetration of broadband at home and work, usage of the internet as mainstream media will continue to increase.

Source: Nielsen Online Internet and Technology Report 2008-09

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