98% of Australians have internet access, mostly using smartphones multiple times per day. While digital knowledge was seen as excellent by 79% in 2012, digital is becoming inherently more complex requiring integration into businesses. Most marketers planned to increase digital budgets in 2013, but lack of staff in areas like strategy, creative, and analysis was a barrier to greater digital uptake.

1. A
Major
Shi+
in
the
Australian
Digital
Industry
1
98%
of
the
Australian
98%
popula<on
have
access
to
Internet
99% of male
population
53%
28%
97% of female
population
Devices Used
54%
69%
2
32% > 5 times/Day
3
52 % everyday
Frequency Usage
4
40 %
SPEND between
1-2 hours/day on
INTERNET
Smartphone Usage
5
78%
49%
45%
82%
99%
70%
89%
ig
D
?
?
Was Excellent
Digital
al
it
79%
6
?
Just
OK
2012
Perceived Knowledge of Digital Marketing
7
“Digital is becoming
inherently more complex…
it’s the step beyond using
digital as a channel to
integrating it into the
business.” (Jack Hird)
Digital Investment Strategy
68%
8
of
marketers plan to
increased
their D i g i t a l
Marketing Budget in
2013
9
But 1 of the barrier to the uptake of Digital in 2012
was the lack of Staff
- Strategy
- Creative
- Analyst
Credits
Created and Designed by Christophe Hovette @
Sources of Informations: Google, EConsultancy.com, Marketing Mag, The
Australian.com.au, DigitalMarketingLab.com.au, Fusion.com.au report, 2013 State of Digital
Marketing in Australia, Google’s Mobile Planet: Australia Study that examined the mobile consumer.