Australian Media Consumption Trends 2015

Australian Media Consumption Trends 2015

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  Australian Media Consumption& Advertising Report - 2015
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  About This Report Understandingthe changing media landscape is crucial. The way Australians are influenced by and consume media has changed dramatically in the last several years. We must seek to understand and find actionable insights on these trends. This report outlines the current state-of-play in the media landscape, how and where people are consuming media and how powerful and influential each medium is on decision making and behaviour.
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  Forewood The influence andpower of radio and print is on the wane, however, TV is stronger than ever thanks to multiple device behaviours, and on-demand streaming technology. Smartphones have revolutionised the way we consume and think about media. The way we communicate and the rate of which we communicate has changed dramatically, in-fact Australians are more socially connected online than almost any other country on Earth. 81% of us trust information passed onto us as recommendations from friends and strangers alike via social media. Brands are becoming media content creators themselves, as much as they pay to be on other media. The way in which we consume media is more complex and sophisticated.
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  Source: eMarketer.com, Deloitte,SalesForce 3.10 2.12 0.43 4.29 1.20 0.15 Average Time Spent on All Media in 2014 (Hours per day -Australians 18+)
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  26% 16% 4% 40% 10% 5% Share ofTime Spent on All Media in 2014 (Percentage of Time - Australians 18+) Source: eMarketer.com, Deloitte, SalesForce
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  The Power ofMobile 25% of all media is consumed on mobile devices. Only 1% of marketing spend is on mobile. – VP Facebook Asia- Pacific
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  The Power ofMobile 84% of Australians own a smartphone. 55% of Australian’s are ‘digital omnivores’ – own multiple devices. 49% use a mobile or tablet while consuming other media (print, radio, TV) 70% of social media activity is on a mobile device.
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  Power of SocialMedia 55% of Australians updated or checked their social media daily. Anywhere from 1 to 20+ times per day. In 2011, only 20% of Australians did so.
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  Power of SocialMedia in Western Australia Social networks like Facebook, Instagram and LinkedIn are now play an important part in the daily lives of Western Australians. Most brands in WA are not taking advantage of the social media revolution. 2 in 3 Western Australians actively use social media.
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  Power of SocialMedia in Western Australia 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 Monthly Active Users- Western Australia
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  The Power ofTV & Video Australians are spending more time consuming video content than ever before – up to 5 hours per day . 40% of all media consumption time is TV or online video. 25% of Australians are expected to stream video via an online subscription service by 2016. Produced by Ryan Northover. Source: eMarketer.com, Deloitte, SalesForce
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  Influence of TV-Multi Tasking Devices 50% of Australians 18+ use a digital device to multi- task while watching TV. 39% will surf the web. 25% will use social media. 24% read email. 25% of multi-tasking directly relates to the content of TV program being watched.
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  The Power ofInfluence “If you tell the story, that's advertising. If a customer tells the story, it's the truth to anyone who hears it.” – Bill Quiseng, Chief Experience Officer (Marketing Commentator)
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  Influence of Mediaby Type on Buying Decisions 81% 62% 59% 54% 59% 47% 40% 35% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Influence by Media
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  In a uniformsituation, brands should allocated media spend the following: 25% to mobile. 10% to desktop. 40% to TV. 10% to print. 10% to radio. 5% to sponsorship/activation/other.
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  To stay relevantto consumers and ahead of competitors by engaging in the right media at the right time, working with media and developing sophisticated strategies to understand and act rapidly on evolving technology, values and behaviours.
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  References 1. Deloitte Technology,Media & Telecommunications Trends 2014. 2. Deloitte Media Consumer Survey 2014. 3. Australian Advertising Market Forecast Annual Update 2014. 4. Sales Force, Mobile Behaviour Report 2014. 5. Australian Social Media Statistics, SocialMediaToday.com.au January 2015. Produced by Ryan Northover, Marketing Strategist, February 2015