Presentation given to 7-Eleven on 18th November around the Future of Digital Engagement. Presented in conjunction with Leo Burnett Melbourne.
Covers four key areas:
1. History of the Internet (timeline)
2. Australian online behaviour
3. 3 Game changers (Google, Apple and Social Networks)
4. Key take outs (summary)
4. Digital Quiz
1. How many Australian’s access Facebook from their
mobile last month?
Friday, 19 November 2010
5. Digital Quiz
1. How many Australian’s access Facebook from their
mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
Friday, 19 November 2010
6. Digital Quiz
1. How many Australian’s access Facebook from their
mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
Friday, 19 November 2010
7. Digital Quiz
1. How many Australian’s access Facebook from their
mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
2. What was the most popular search term in 2009?
Friday, 19 November 2010
8. Digital Quiz
1. How many Australian’s access Facebook from their
mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
2. What was the most popular search term in 2009?
Michael Jackson (followed by Twitter)
Friday, 19 November 2010
9. Digital Quiz
1. How many Australian’s access Facebook from their
mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
2. What was the most popular search term in 2009?
Michael Jackson (followed by Twitter)
Friday, 19 November 2010
10. Digital Quiz
1. How many Australian’s access Facebook from their
mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
2. What was the most popular search term in 2009?
Michael Jackson (followed by Twitter)
3. How many searches do consumers do before buying
insurance?
Friday, 19 November 2010
11. Digital Quiz
1. How many Australian’s access Facebook from their
mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
2. What was the most popular search term in 2009?
Michael Jackson (followed by Twitter)
3. How many searches do consumers do before buying
insurance?
6.5 searches
Friday, 19 November 2010
12. What this session is about?
1. What is the
Internet?
2. Australian’s
Online Habits
3. Game Changers 4. Key Take Outs
5 mins 20 mins 5 mins35 mins
Friday, 19 November 2010
13. What this session is about?
1. What is the
Internet?
2. Australian’s
Online Habits
3. Game Changers 4. Key Take Outs
5 mins 20 mins 5 mins35 mins
Questions
welcomed
throughout,
but we also have
some time at
the end
Friday, 19 November 2010
14. 1. What is the Internet?
1. What is the
Internet?
2. Australian’s
Online Habits
3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
15. 1. What is the Internet?
1. What is the
Internet?
2. Australian’s
Online Habits
3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
17. Quick history of the Internet
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
18. Quick history of the Internet
1969
Internet
was Born
1971
First
eMail
1983
First
Mobile
1990
DSL
Born
1990
Internet
on Phone
1993
China’s
Golden
Shield
1994/95
Yahoo!
1994
First
Banner
Sold
1997/98
CD’s
Sold
1998
Napster1995
eBay
1989
WWW
Born
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
19. Quick history of the Internet
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
20. Quick history of the Internet
1998
Google
2000
Google
Ads
2000
File
Sharing
2000
.Com
Bubble
2001
iTunes
2001
iPod
2003
MySpace
2003
Skype
2004
UTMS
High
Speed
Mobile
Web
2004
Facebook
2005
Murdoch
buys
MySpace
$580M
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
21. Quick history of the Internet
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
22. Quick history of the Internet
2005
YouTube
2006
Online
Travel
2006
Google
buys
YouTube
2006
YouTube
Opens up
2006
Tweeting
2007
Google
Books
2007
iPhone &
iTouch
2008
1/8
Married
Couples
met
online in
USA
2009
Dell Sells
$6M via
Twitter
2010
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
23. Quick history of the Internet
2005
YouTube
2006
Online
Travel
2006
Google
buys
YouTube
2006
YouTube
Opens up
2006
Tweeting
2007
Google
Books
2007
iPhone &
iTouch
2008
1/8
Married
Couples
met
online in
USA
2009
Dell Sells
$6M via
Twitter
2010
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Internet is
constantly
undergoing change -
it’s important to
stay on top of it!
Friday, 19 November 2010
24. 2. What are Australian’s doing online?
1. What is the
Internet?
2. Australian’s
Online Habits
3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
25. 2. What are Australian’s doing online?
1. What is the
Internet?
2. Australian’s
Online Habits
3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
26. 11
Australian’s online in 2009 & 2010
Of Australian
internet users
have home
broadband
98%Of Australians are
online
84% Spent online every
week, by the average
Australian internet
user
17.6
hrs
Have used a
mobile to access
the internet
36% Have made a
purchase online96% 20
hrs
Of video uploaded to
YouTube every
minute
Nielsen Online Internet and Technology Report 2009-10
Friday, 19 November 2010
31. What are females doing online?
Longer tail terms
More specific & more queries
Convert from trusted brand terms
1/3 check facebook before bathroom
25mins on facebook a day
Staying in touch with family & friends
Enquiring about products
Friday, 19 November 2010
32. What are females doing online?
Longer tail terms
More specific & more queries
Convert from trusted brand terms
1/3 check facebook before bathroom
25mins on facebook a day
Staying in touch with family & friends
Enquiring about products
Digital advocacy & trusting opinions
Friday, 19 November 2010
34. What are males doing online?
Generic terms
Fewer searchers
Land at review sites
Streaming videos &
downtime activity
Sport is key early in the week &
on weekends
Friday, 19 November 2010
35. What are males doing online?
Influenced, but make their
own decision
Generic terms
Fewer searchers
Land at review sites
Streaming videos &
downtime activity
Sport is key early in the week &
on weekends
Friday, 19 November 2010
37. What’s happening by age group?
16yrs 50yrs+
FUNCTIONAL
Travel
Government
Paying bills
DOWNTIME
Social networking
Instant Messenger
Downloading
98%
97%
91%
81%
76%
61%
98%
89%
83%
74%
51%
49%
99%
90%
62%
52%
43%
24%
COMMUNICATIONCHANNELS
Friday, 19 November 2010
38. What’s happening by age group?
16yrs 50yrs+
FUNCTIONAL
Travel
Government
Paying bills
DOWNTIME
Social networking
Instant Messenger
Downloading
98%
97%
91%
81%
76%
61%
98%
89%
83%
74%
51%
49%
99%
90%
62%
52%
43%
24%
COMMUNICATIONCHANNELS
All ages &
genders are getting
more & more
comfortable
communicating
online.
Friday, 19 November 2010
39. Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Friday, 19 November 2010
40. Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Cassette Tapes
Walkman
VCR
Cable TV
Personal Computer
Console Video Games
PC Video Games
1990
Newspapers
Magazines
Broadcast TV
Email
Radio
CD Player
Cable TV
Personal Computer
Satellite Television
Internet
Mobile Phone
DVD Players
Satellite Radio
MP3 Players
Tivo
Slingbox
iPod
Blogs
Online Video
Mobile Internet
Console Video Games
PC Video Games
MMORP Games
Mobile Games
Download Movies
Podcasts
Instant Messaging
Social Networks
SMS
Mobile Video
2010
Friday, 19 November 2010
41. Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Cassette Tapes
Walkman
VCR
Cable TV
Personal Computer
Console Video Games
PC Video Games
1990
Newspapers
Magazines
Broadcast TV
Email
Radio
CD Player
Cable TV
Personal Computer
Satellite Television
Internet
Mobile Phone
DVD Players
Satellite Radio
MP3 Players
Tivo
Slingbox
iPod
Blogs
Online Video
Mobile Internet
Console Video Games
PC Video Games
MMORP Games
Mobile Games
Download Movies
Podcasts
Instant Messaging
Social Networks
SMS
Mobile Video
2010
Friday, 19 November 2010
42. Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Cassette Tapes
Walkman
VCR
Cable TV
Personal Computer
Console Video Games
PC Video Games
1990
Newspapers
Magazines
Broadcast TV
Email
Radio
CD Player
Cable TV
Personal Computer
Satellite Television
Internet
Mobile Phone
DVD Players
Satellite Radio
MP3 Players
Tivo
Slingbox
iPod
Blogs
Online Video
Mobile Internet
Console Video Games
PC Video Games
MMORP Games
Mobile Games
Download Movies
Podcasts
Instant Messaging
Social Networks
SMS
Mobile Video
2010
More
channels, same
marketing
budgets
Friday, 19 November 2010
44. Multi-tasking is becoming the norm
• 74% of Australian Internet users say that for at least
half the amount of time they are online at home, they
also have the television on.
Source: ninemsn Media Usage Study 2009
Friday, 19 November 2010
45. Multi-tasking is becoming the norm
• 74% of Australian Internet users say that for at least
half the amount of time they are online at home, they
also have the television on.
Source: ninemsn Media Usage Study 2009
2% of people remember
a URL on a TVC
67% of people are driven to
search, due to ATL
(TV & Press)
Friday, 19 November 2010
55. 3. Game Changers
Three game changes: Google, Apple & Social
1. What is the
Internet?
2. Australian’s
Online Habits
3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
56. 3. Game Changers
Three game changes: Google, Apple & Social
1. What is the
Internet?
2. Australian’s
Online Habits
3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
57. 3 Black Swans in the digital world
Friday, 19 November 2010
58. 3 Black Swans in the digital world
Friday, 19 November 2010
60. Google domination
• Started in 2000 in a garage in Palo Alto CA
• Mission to organise / classify the world’s information
Friday, 19 November 2010
61. Google domination
• Started accepting advertising in 2002
• Used Yahoo!’s ad technology to monetize users
• Single minded focus = consumer & user experience
• 2009 Revenue of circa $27 billion
• 2009 Net Income of circa $8 billion
• In 8yrs = world’s largest media company
Friday, 19 November 2010
62. • In AU Google’s Search Revenue > $1billion
• 20% growth year-on-year
• Australia has highest market-share globally
• Dominated by Financial Services, Travel, IT&T
• Most competitive vertical - Credit Cards
Google domination
Friday, 19 November 2010
71. Apple rebirth
• Founded Apple in late 1970’s
• Sent into exile 1985
• Returned in 1996
• Reinstated as CEO 1997
• 1997 forward has had an un-compromised vision
to dominate the industry
• Has led thinking, product, innovation ever since
Friday, 19 November 2010
72. Apple rebirth
• Steve Jobs (PERSONALLY) fundamental changed
human behaviour:
• Computing
• Entertainment - Music, Video, TV
• Mobility
• Communications & Advertising
• Speed of Knowledge
Ubiquitous computing regardless of device or location
Friday, 19 November 2010
73. A rebel with a cause...
“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”
Friday, 19 November 2010
74. Snubbed their nose at Industry
“I want to put a
ding in the
universe....”
Friday, 19 November 2010
75. Snubbed their nose at Industry
“I want to put a
ding in the
universe....”
Friday, 19 November 2010
76. Reinvented the Computer
“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”
Friday, 19 November 2010
77. Reinvented the Computer
“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”
Friday, 19 November 2010
78. Inspired a Generation(al change)
“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”
Friday, 19 November 2010
79. Inspired a Generation(al change)
“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”
Friday, 19 November 2010
80. Reinvented Communication
“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”
Friday, 19 November 2010
81. Reinvented Communication
“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”
Friday, 19 November 2010
82. Created a Market Place
“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”
Friday, 19 November 2010
83. Created a Market Place
“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”
Friday, 19 November 2010
101. Social Media in Australia
Social
Media
Brands
Friends
& Family
Games
Networks
Music
Sport
Geography
Mobile
Communicate Politics
Social
Causes
Friday, 19 November 2010
102. Australian Social Media
0 7.5 15 22.5 30
21.2
16.92
10.386
Australian Population
Internet Population
Social Media Population
79.6%
61%
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
103. • Australia’s active SM population 70%
• Number 1 globally in SM time - 7:31hrs (vs 6:52 Dec ’09)
• Number 1 in Facebook - 8:19 hrs (vs 3:05 Dec ’09)
Australian Social Media
1 in 4.5 mins
online Globally
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
105. Social Media & Mobile
Percentage of AU Popn. - Access
Social Media by Mobile Device
100% Year on
Year
Growth
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
106. Social Media & Mobile
0% 7.5% 15% 22.5% 30%
6%
13%
26%
2007
2008
2009
Percentage of AU Popn. - Access
Social Media by Mobile Device
100% Year on
Year
Growth
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
107. Twitter Popn. Activity - last 12 months
Top 10 Au Site - Ever by Traffic
Most Engaging of all Social Media Platforms for Brands
16% are
Mobile
Users
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
108. 53% 54.75% 56.5% 58.25% 60%
54%
59%
56%
Followed a Brand
Criticised a Brand
Recommended a Brand
Twitter Popn. Activity - last 12 months
Top 10 Au Site - Ever by Traffic
Most Engaging of all Social Media Platforms for Brands
16% are
Mobile
Users
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
109. Social Media & Brands
Followed a Brand via SM
Published an opinion on a Brand
Read an opinion about a Brand
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
110. Social Media & Brands
0% 22.5% 45% 67.5% 90%
34%
45%
86%
2009
Followed a Brand via SM
Published an opinion on a Brand
Read an opinion about a Brand
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
111. Social Media & Brands
% Brand Categories Followed in Social Media
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
112. Social Media & Brands
0% 5% 10% 15% 20%
18%
14%
11%
9%
0.01%
Retail / Fashion
FMCG
Charities
Political Parties
Retail Banks
% Brand Categories Followed in Social Media
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
116. • Official Company sites are being increasingly
shunned by consumers in favour of Social Media
brand sites
• Video on an official company site is an exception
• 45% of consumers who viewed a video on company
site bought product (vs 40% who read text only)
Important FactsSearch - No. 1
Activity after SM
Brand
Interactions
Friday, 19 November 2010
117. • 25% of search engine results for the worlds top 20
brands are links from UGC or Social Media
• 86% of AU Internet users turned to other consumer
opinions about brands / products / services
• 38% of AU Internet users interacted with a brand via
Social Media
• 34% of AU Internet users followed / joined a brand
Important FactsSearch - No. 1
Activity after SM
Brand
Interactions
nielsen - social media report.Wave 3:2009-2010
Friday, 19 November 2010
120. 4. What are the key take outs?
Summary
1. What is the
Internet?
2. Australian’s
Online Habits
3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
121. 4. What are the key take outs?
Summary
1. What is the
Internet?
2. Australian’s
Online Habits
3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
122. What are the key take outs?
1. Digital is dominating consumers time, but not with 100% attention
2. Google is the remote control to the Internet
– Content is more than just words
3. Consumers are different
– Men search broad & make their own decision
– Women are specific & trust the judgment of others
– Younger downtime, older functional
4. Involving the consumers enhances their experience
5. Innovation can come from operational efficiencies, product or
technology
Friday, 19 November 2010
123. What are the key take outs?
1. Digital is dominating consumers time, but not with 100% attention
2. Google is the remote control to the Internet
– Content is more than just words
3. Consumers are different
– Men search broad & make their own decision
– Women are specific & trust the judgment of others
– Younger downtime, older functional
4. Involving the consumers enhances their experience
5. Innovation can come from operational efficiencies, product or
technology
Constant
change, change
& change
Friday, 19 November 2010
124. What are the key take outs?
Friday, 19 November 2010
125. What are the key take outs?
Digital
allows you to
dip your toe in
the water &
learn
Friday, 19 November 2010