Professional Documents
Culture Documents
Contents
Foreword
Key findings
Entertainment
Media devices
13
Internet
19
Advertising
24
32
References
36
37
Authors
38
Contacts
39
Foreword
Damien Tampling
Clare Harding
Partner Partner
National Leader
Consulting
Technology, Media
Technology, Media
& Telecommunications
& Telecommunications
Trailing millennials
Age:1422
Leading millennials
Age: 2328
Xers
Age: 2945
Boomers
Age: 4664
Matures
Age: 6575
Key findings
Media devices
According to the survey, Australia has one of highest
smartphone and tablet penetration rates worldwide
(46% and 13% respectively). A weak economic outlook
and low consumer confidence might be expected to
reduce consumer spending on discretionary items such
as new TV sets or tablet computers; but this has not
happened. In fact, tablet sales skyrocketed in Australia
in 2011 and tablet penetration is expected to triple over
the coming years. Australian consumers are increasingly
using smartphones and tablets as legitimate substitutes
for more longstanding entertainment and productivity
devices, such as the laptop.
Advertising
TV advertising is still the most influential form of
advertising on consumer buying decisions in Australia
(68% of respondents), followed by newspapers (53%)
and online advertising (47%). The affinity of Australian
consumers with TV advertising is broadly consistent
with global trends, with the exception of Japan, where
online advertising is the most influential on consumer
buying decisions.
Internet
According to the survey results, the Internet is the
second most-preferred type of media entertainment
and continues to challenge TV and traditional forms
of entertainment for consumers time and attention.
Millennials and Boomers have an even more pronounced
preference for spending time online via portable devices.
The most common activity on the Internet across
all age groups surveyed is using search engines as a
gateway for other activities, such as seeking product
reviews or comparing prices.
Online reviews and recommendations are particularly
influential factors in buying behaviours. Although
seeking product information online is equally popular
across all age groups, Millennials and Xers are more
influenced by online reviews and recommendations
than older generations. The global survey data shows
this Australian finding to be consistent with findings
in other participating countries (with the exception of
Japan), with consumers overseas even more influenced
by online reviews. The majority of Australian consumers
surveyed had also learned of a new product for the
first time online or made a purchase decision based on
an online review.
Respondents have
demonstrated a desire
to receive more targeted
advertising, but paradoxically
dont want to share the
personal information
that would facilitate
better targeting
We believe this presents both an opportunity and
challenge to advertisers and the need to reassure
consumers regarding the security of privacy in online
environments will become more pronounced in
coming years.
Newspapers and magazines
As evidenced by the survey, the majority of
Australian consumers still prefer the print format
and value their newspaper subscriptions far more
than online newspapers and magazines. However,
newspaper content is increasingly being consumed
in different formats and on different devices, with
58% of Australian respondents having done so in a
format other than the traditional printed hard copy.
This adoption of non-printed hard copy forms of
newspaper consumption is consistent with the US,
France and the UK, ahead of Germany,
but significantly behind India and Spain.
So many options,
but were still
in the main
couch potatoes
Entertainment
Nothing
can beat the
internet for
entertainment
purposes
Trailing millennials
TV is fun but
the Internet
provides me with
more variety and
interest
Leading millennials
Both TV and
computers
offer me
valid forms of
entertainment
Xers
The Internet
is useful but
TV offers me
more relevant
entertainment
options
Boomers
Traditional
media provides
me with all the
entertainment
I need
Matures
61% choose
82%
72% use
56% chose
70% prefer computers
to TV for entertainment
17%
Only
chose listening to the
radio in their top three
watching TV on any
device in their top
three entertainment
categories
64% chose
60% think that the
computer is more an
entertainment device than TV
mobile/smartphone as
entertainment device
watching TV on
any device in
their top three
entertainment
categories
67%
46%
Only
prefer their
computer over their TV
73%
place
watching
TV in their top three
entertainment categories
chose
watching TV
on any device in their top three
entertainment categories
6%
Only
use mobile
phones for
entertainment
TV rules, OK?
Australian respondents prefer to watch TV content,
on any device, more than any other form of
entertainment. This is followed closely by using
the Internet for social or personal interests.
Figure 2. Ranking of preferred sources of
entertainment
Preferred sources of entertainment among all Australian
consumers surveyed. Please rank your top three.
63%
30%
29%
35%
25%
22%
18%
16%
15%
19%
Live TV Online
system
11%
DVR
9%
9%
DVD/ Other
Blu-ray
3%
On
demand
14%
11%
10%
10%
9%
9%
7%
6%
5%
3%
2%
Show's
Internet site
2%
Video-sharing
site
5%
1%
Online P2P
network
35%
Offline recommendation
from another person
8%
4%
9%
Online review
4%
Print review
4%
1%
Online recommendation
from a person
3%
Free online
video service
Print advertising
3%
Trailing millennials
Leading millennials
Xers
Boomers
Matures
38%
TV commercial
By chance while watching
other TV programming
2%
Online advertising
2%
40%
29%
28%
20%
18%
15%
7%
4%
10
Source: www.abc.net.au
Example: FANGO
Source: au.fango.yahoo.com
11
We love smartphones,
but not necessarily for
their smart features
12
Media devices
My phone can
be used to do
almost anything
Trailing millennials
I want the
ability to live my
life on the go
at all times
Leading millennials
I like that my
phone can be both
a communication
and an
information
provider
Xers
Phones have
useful features
but I dont
need to be
online 24/7
Boomers
I really only
need a phone
to contact my
family and
friends
Matures
13
23%
But only
use
it to purchase products
49%
And
use their phone
for online banking
88%
text message
on a weekly basis
53%
And
like to view
photos and video on their phone
10%
But only
have ever
downloaded an application
Laptop/netbook computer
Flat Panel TV (LCD or plasma)
71%
71%
Desktop computer
70%
60%
59%
57%
46%
Smartphone
43%
Videogame/console system
Portable music/video player
25%
15%
14%
82%
44%
42%
41%
29%
Internet-enabled TV
39%
Non-flat panel TV
Tablet
13%
10%
Talking
on the
phone
Text
Internet Viewing
messaging access
photos
or video
Digital
camera
(still
pictures)
14
15
51%
46%
30%
Used my
tablet as a
replacement
for my
laptop,
while at
home
Used my
tablet as a
replacement
for my
laptop while
away from
home
Used my
smartphone
as a
replacement
for my
laptop,
while at
home
Used my
smartphone
as a
replacement
for my
laptop
while away
from home
Desktop computer
49%
Laptop/netbook computer
44%
21%
Home phone
16%
Smartphone
Television
8%
Videogame/console system
5%
Tablet
5%
15%
16
17
The Internet is
entertaining us
everywhere
18
Internet
I want to be
able to share
whats going
on in my life
at all times
Trailing millennials
I want to save
time by doing
things online
Leading millennials
I like being
able to find any
information
that I need
Xers
I can use
the Internet
to discover
products I never
would have
known about
Boomers
The Internet
is primarily just
a tool to find
facts and useful
information
Matures
19
28%
Only
email friends
and family almost every day
18%
amount of time
spent online via
a smartphone
53%
But
socialise on
networking sites almost every day
52%
have used a
laptop to make
an online
purchase
61%
use search engines
almost every day
38%
But only
maintain a
social network profile
Spain
Japan
India
Germany
France
US
Activities
Australia
Watching TV programs
7% 37%
4% 46%
9% 16%
Online gaming
6%
8%
9%
8% 11% 20%
7%
20
48%
3%
4%
3%
10%
45%
35%
Stationary
Portable
Desktop computer
TV
Games console/handheld
Laptop/netbook
Mobile device/phone
Tablet
21
Total
Trailing
millennials
Leading
millennials
Xers
Boomers
Matures
60%
76%
71%
64%
50%
38%
50%
68%
60%
53%
40%
29%
32%
39%
39%
37%
25%
23%
Adding comments or postings to news articles or special nterest stories I read on the Internet
27%
33%
32%
28%
22%
17%
21%
31%
31%
21%
13%
11%
18%
28%
21%
16%
15%
12%
15%
15%
18%
18%
11%
7%
14%
28%
19%
16%
8%
3%
Maintaining my own blog (Web log) for others to read about myself and my opinions
11%
22%
17%
11%
5%
4%
11%
23%
19%
11%
4%
3%
11%
22%
16%
11%
5%
3%
22
23
Advertising
Unobtrusive
targeted
advertising gets
my attention
Trailing millennials
I like advertising
that helps me to
learn new things
about myself and
my family
Xers
I dont mind
online advertising
from search
engine results
that help me find
information
Boomers
I prefer printed
advertising but
can be influenced
by search
engine results
Matures
32%
62%
Only
are influenced by
ads on social networks
75%
influenced by TV advertising
by newspaper advertising
81%
24
68%
TV
53%
Newspapers
47%
Online
45%
Magazines
Radio
29%
Billboard or
outdoor
17%
25
Australia
US
France
Germany
India
Japan
Spain
TV
68%
81%
66%
68%
64%
72%
69%
Newspapers
53%
38%
38%
50%
63%
47%
46%
Online
47%
52%
40%
50%
53%
88%
49%
Magazines
45%
43%
50%
52%
32%
41%
44%
Radio
29%
25%
26%
25%
8%
6%
30%
17%
15%
39%
21%
15%
9%
23%
In-theater advertising
12%
12%
17%
12%
9%
6%
13%
DVDs/Blu-ray Discs
9%
12%
6%
5%
7%
5%
4%
Mobile/cellular/smartphone
9%
9%
7%
9%
34%
19%
11%
Videogames
6%
7%
8%
4%
7%
3%
6%
3%
3%
2%
2%
6%
2%
2%
Tablet
2%
3%
1%
1%
4%
2%
2%
The freedom to
watch my shows
on my own schedule,
rather than at the
scheduled time
The ability to
record all my
favourite shows,
ensuring that I
never miss an
episode
51%
The ability to
fast-forward
through
scheduled
time commercials
26
Total
Trailing
millennials
Leading
millennials
Xers
Boomers
Matures
40%
35%
38%
37%
44%
52%
29%
27%
33%
37%
25%
15%
28%
30%
36%
35%
21%
9%
20%
34%
28%
23%
12%
4%
18%
11%
15%
18%
19%
26%
18%
9%
11%
16%
25%
28%
Read books
18%
16%
14%
18%
19%
21%
17%
32%
24%
19%
7%
5%
17%
13%
9%
18%
23%
18%
16%
21%
19%
18%
11%
8%
15%
25%
20%
18%
7%
3%
14%
32%
20%
15%
6%
3%
12%
8%
20%
18%
7%
3%
9%
15%
13%
10%
6%
1%
8%
13%
12%
10%
4%
2%
Listen to music
8%
15%
14%
7%
5%
3%
7%
11%
12%
8%
3%
1%
4%
5%
6%
6%
2%
3%
Micro-blogging
3%
5%
4%
3%
1%
0%
72%
69%
27
67%
64%
63%
21%
21%
Banner advertising
17%
14%
6%
Pre-roll advertising (ones you must view first before viewing a video)
Pop-Ups (ads that pop-up or scroll across
your screen before you view content)
5%
5%
4%
4%
3%
28
UK
Spain
Japan
India
Germany
France
US
I would rather pay for online content (news, information, sports, games, social
interaction sites, movies, music, and TV) in exchange for not being exposed to
advertisements
I would be willing to provide more personal information online if that meant I could
receive advertising more targeted to my needs and interests
29
42%
34%
25%
22%
11%
6%
49%
46%
74%
65%
85%
60%
39%
32%
24%
Trailing millennials
Leading millennials
Xers
Boomers
Matures
30
31
Traditional
media is nice
but digital media
is the way
of the future
Leading millennials
I still find
pleasure in
immersing
myself in hard
copy media
Xers
I definitely prefer
print media but I
could be convinced
to move online
Boomers
I cant imagine
not being able to
read a hard copy
newspaper
Matures
30%
But only
read a hard copy
newspaper on a weekly basis
70%
18% have
bought an e-reader
And
of those consumers find
themselves buying more
books than previously
13%
But only
like reading magazines
on the computer
58%
But only
find
themselves actually reading a
hard copy newspaper each week
1%
And
use
a smartphone
to read
magazines or
newspapers
32
Matures
60%
Printed
hard copy
48% 30%
40%
Computer
31% 25%
Smartphone
7%
7%
11% 10%
3%
1%
Tablet
4%
2%
4%
7%
2%
Mobile/
cellular
phone
3%
4%
6%
3%
1%
MP3 player
1%
2%
2%
E-Reader
1%
1%
2%
2%
1%
1%
20%
0%
Total
Trailing
Leading
millennials millennials
Xers
Boomers
Mobile/cellular phone
Tablet
Smartphone
Computer
Printed hard copy
47% of respondents
have consumed content
in a non-printed hard
copy format
33
Boomers
80%
Xers
Total
100%
Leading
millennials
Trailing
millennials
Matures
Source: www.net-a-porter.com
Source: www.shoptilyoudrop.com.au
Source: www.evo.co.uk
34
47%
47%
46%
46%
41%
41%
32%
31%
35
39%
References
36
Relevant Deloitte
thought leadership
Technology, Media & Telecommunications Predictions 2012
Published January 2012
www.deloitte.com/au/tmtpredictions
Tech Trends 2012 Elevate IT for digital business
Published February 2012
www.deloitte.com/au/techtrends
Does TV Now present a potential rights game changer?
Published February 2012
www.deloitte.com/view/en_AU/au/industries/tmt/3f8df9563ddb5310VgnVCM1000
001956f00aRCRD.htm
Move quickly to capitalise on online retail
Published October 2011
www.deloitte.com/view/en_AU/au/industries/tmt/8304026885ce2310VgnVCM200
0001b56f00aRCRD.htm
Connected Continent
Published August 2011
www.deloitte.com/au/connectedcontinent
www.deloitte.com/au/mediademocracy
www.deloitte.com/au/tmt
www.deloitte.com/au/tmtinsights
37
Authors
James Taylor
Director
Consulting
Technology, Media & Telecommunications
email: jamestaylor@deloitte.com.au
Tel: +61 2 9322 7513
Nicola Alcorn
Director
Consulting
Technology, Media & Telecommunications
email: nalcorn@deloitte.com.au
Tel: +61 2 9322 7984
For more Deloitte thought leadership on issues and opportunities in the technology, media and
telecommunication sectors please visit www.deloitte.com/au/tmtinsights
38
Contacts
39
Damien Tampling
Partner
National Head, Technology,
Media & Telecommunications
Tel +61 2 9322 5890
dtampling@deloitte.com.au
Dennis Moth
Partner
Risk Services
Tel: +61 2 9322 7897
dmoth@deloitte.com.au
Clare Harding
Partner
Consulting Strategy
& Operations
Tel: +61 2 9322 5205
clharding@deloitte.com.au
Dean Kingsley
Partner
Risk Services
Tel: + 61 2 9322 7415
dkingsley@deloitte.com.au
Stuart Johnston
Partner
Consulting
Tel: +61 3 9671 6518
stujohnston@deloitte.com.au
Sandeep Chadha
Partner
Assurance & Advisory
Tel: + 61 2 9322 5033
sachadha@deloitte.com.au
Jamie Pride
Partner
Consulting Online
Tel: +61 2 9322 3464
jpride@deloitte.com.au
Tracey Rens
Partner
Tax
Tel: +61 2 9322 7599
trens@deloitte.com.au
David Cooper
Partner
Corporate Finance
Due Diligence
Tel: +61 2 9322 5783
davcooper@deloitte.com.au
Joshua Tanchel
Partner
Deloitte Private
Tel: +61 2 9322 7258
jtanchel@deloitte.com.au
Contact us
Deloitte
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Sydney, New South Wales
Australia
Tel: +61 2 9322 7000
Fax: +61 2 9322 7001
www.deloitte.com.au
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