What Makes Australians Click? May 2007

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Presentation to National PR Convention, Sydney 2007.

Published in: Business, Technology
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What Makes Australians Click? May 2007

  1. 1. Online Consumer Trends Lee Hopkins
  2. 2. Hello better communication > better result “I help businesses join the conversation”
  3. 3. It’s the dreaded “after-lunch” session better communication > better result “I help businesses join the conversation”
  4. 4. Many of you probably want to have a nap. better communication > better result “I help businesses join the conversation”
  5. 5. I know I do. better communication > better result “I help businesses join the conversation”
  6. 6. So, can you keep a secret? better communication > better result “I help businesses join the conversation”
  7. 7. How about we all ‘pretend’ we are thinking… better communication > better result “I help businesses join the conversation”
  8. 8. …with our eyes closed. better communication > better result “I help businesses join the conversation”
  9. 9. I’m playing some calming music by Erik Satie. better communication > better result “I help businesses join the conversation”
  10. 10. I don’t even know why I am here… better communication > better result “I help businesses join the conversation”
  11. 11. I’m not a traditional ‘PR’ person. better communication > better result “I help businesses join the conversation”
  12. 12. I’m a ‘conversationalist’ … better communication > better result “I help businesses join the conversation”
  13. 13. …a Web2.0 evangelist. better communication > better result “I help businesses join the conversation”
  14. 14. I know how to start online conversations. better communication > better result “I help businesses join the conversation”
  15. 15. Have any of you heard of MySpace? better communication > better result “I help businesses join the conversation”
  16. 16. You might be interested to watch this, then better communication > better result “I help businesses join the conversation”
  17. 17. better communication > better result “I help businesses join the conversation”
  18. 18. 5Gen What comprises the Aussie demographic? 14% Builders: aged 61-82  25% Boomers: aged 43-61  21% Gen X: aged 28-42  19% Gen Y: aged 13-27  18% Gen Z: aged under 13  “I help businesses join the conversation” better communication > better result
  19. 19. “!” Things that make you go hmmm… regular reader versus news grazer media connoisseur “I help businesses join the conversation” better communication > better result
  20. 20. toys What’s new, Doc? tv, trannies Builders: aged 61-82  Boomers: aged 43-61 8-track,walkman, vcr  pc, www, mobiles Gen X: aged 28-42  dvd, mp3, iPod video Gen Y: aged 13-27  “I help businesses join the conversation” better communication > better result
  21. 21. “!” Digital immigrant – digital native During breakfast the other day our six-year-old son Lachlan decided to make himself some toast... “I help businesses join the conversation” better communication > better result
  22. 22. “!” Digital immigrant – digital native Grabbing a piece of bread, and on the point of placing it in the toaster, he said to his mother, “I help businesses join the conversation” better communication > better result
  23. 23. “!” Digital immigrant – digital native Mum, how do I put the bread in: landscape or portrait? Sydney Morning Herald 2006, 11 May, p.24 “I help businesses join the conversation” better communication > better result
  24. 24. news I would turn to the internet first if I wanted to… 18-24 years 35-34 years 35-54 years Get national news 45% 44% 29% Get breaking news 36% 37% 27% Get local news 15% 18% 10% OPA Generational Media, 2004 “I help businesses join the conversation” better communication > better result
  25. 25. “!” Digital immigrant – digital native “most important source of news for all individuals polled …less than 54 years of age” OPA, 2004 “I help businesses join the conversation” better communication > better result
  26. 26. online Where are they going? Hitwise google.com.au youtube.com March 2007 1. 11. google.com bom.gov.au 2. 12. hotmail.com yahoo.com 3. 13. ninemsn.com.au mail.yahoo.com.au 4. 14. myspace.com images.google.com.au 5. 15. ebay.com.au netbank.commbank.com.au 6. 16. au.yahoo.com gmail.com 7. 17. mail.myspace.com mail.yahoo.com 8. 18. wikipedia.org smh.com.au 9. 19. msn.com news.ninemsn.com.au 10. 20. “I help businesses join the conversation” better communication > better result
  27. 27. online Who’s clicking who? Builders: news, travel, games  Boomers: news, travel, games, blogs  Gen X: news, im, blogs (r), downloads  Gen Y:  news, im, txt, blogs (r+w), downloads, games Gen Z:  txt, im, news, blogs (r+w), downloads, games “I help businesses join the conversation” better communication > better result
  28. 28. online What’s driving us?  New and innovative: X & Y = insatiable desire for complex technology “I help businesses join the conversation” better communication > better result
  29. 29. online What’s driving us?  Life-enhancing: spirituality is an increasingly yearning ache “I help businesses join the conversation” better communication > better result
  30. 30. online What’s driving us?  Cool and socially desirable: Louis Armstrong: “if you have to ask, you’ll never know” “I help businesses join the conversation” better communication > better result
  31. 31. online What’s driving us?  Fun and entertainment: “seen it, done it, smelt the bullshit” keep it real and fun “I help businesses join the conversation” better communication > better result
  32. 32. “!” “No bull” pr “I help businesses join the conversation” better communication > better result
  33. 33. “!” PR in the online world Online, no one likes ‘PR’ “I help businesses join the conversation” better communication > better result
  34. 34. online What’s driving us?  Social connection: myspace web2.0 virtual worlds “I help businesses join the conversation” better communication > better result
  35. 35. Web2.0 State of the Live Web 71 million blogs… some of them have to be good. 120,000 new weblogs being created each day. That's about 1.4 blogs/second. “I help businesses join the conversation” better communication > better result
  36. 36. Web2.0 State of the Live Web 1.4 million posts per day. That's about 17 posts/second. “I help businesses join the conversation” better communication > better result
  37. 37. Web2.0 State of the Live Web Q3 2006: 12 blogs in Top 100. Q4 2006: 22 blogs in Top 100. “I help businesses join the conversation” better communication > better result
  38. 38. online Virtual worlds World of Warcraft:  8.5m players / 100,000+ Australians Age range % Gen Second Life:  13-17 (teen grid) 1.04 Z 3.1m residents / 75,000 18-24 25.74 Y Average age = 30 25-34 38.46 X 52 : 12 35-44 22.2 X 1.48% - 2.43% 45+ 12.56 B+B (the Telstra/ABC factor?) “I help businesses join the conversation” better communication > better result
  39. 39. !@#! Conclusions Web1.0 and Web2.0 – lines are blurring  Authenticity is key   ‘no spin’ pr  no astroturfing 3D virtual worlds are the future   bandwidth  technology “I help businesses join the conversation” better communication > better result

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