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Megan Brownlow, PwC Sydney
Mark Higgins, PwC Melbourne

PwC expects total fixed broadband revenue to flatten over the forecast period as the bulk of new revenue moves to the mobile internet access market, driven by increased penetration of connected devices.

On the internet advertising front, growth in search and display will continue unabated, with mobile, and in particular, video, taking larger shares of the market.

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 and is a subscription to a residence or small business. Internet access services are delivered to a home, office or other fixed location provided by cable, MMDS, modem, xDSL, FTTx, WiMAX, proprietary wireless broadband, ethernet, powerline communications and satellite-broadband technologies.

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 is split as spending by advertisers either through a fixed-line connection or via mobile devices. The 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 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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