2. Digital LifeTM
1000 interviews per market
Markets included:
2008/9
7
Markets
48,000+ interviews in total
Markets included:
2010
46
Markets
IN CNMX
AR
BR MA
EG
SA
AE
TR
PT
GR
PL
RU
IT
ES
EE
KR
AU
JP
HK
SG
ID
VN
PH
TH
MY
NL
SE
NO
FI
DK
FR
BE
AT
UK
DE
LU
CA
US
TZ
ZA
NG
UG
IL
KE
IN CN KRAU SGMY NZ
4. Australia in Context
Australia is a mature internet market
Our internet penetration is one of the highest in the world, in excess of
80% of Australians
Subsequently our online audience is comparatively old
On Average, Australians spend 18 hours a week online – 12th highest
Well developed PC usage, lagging mobile usage
Strong usage of email & social media, below average usage of news &
multimedia
5. 7 Insight Driven Strategies
Understand your audience
1
2 Don’t reinvent the wheel
3 Talk to the heart
4 Don’t forget your website
5
Check who you are engaging
6Show me the money
7Develop a sixth sense
7. TNS Digital LifeTM
: Our view of the Digital World
Functionals
Aspirers
Networkers
Knowledge-
Seekers
Communicators
Influencers
8. To me, the internet is a functional tool. I don’t
want to express myself and I’m not interested in
socialising online
26%
Functionals
6%
Aspirers
20%
Networkers
19%
Knowledge-
Seekers
10%
Communicators
19%
Influencers
“
”
TNS Digital LifeTM
: Our view of the Digital World
9. I’m a basic user of the internet, but I aspire to
improve my online capabilities. I can see the
benefits of the internet but haven’t fully embraced
it yet
“
”
26%
Functionals
6%
Aspirers
20%
Networkers
19%
Knowledge-
Seekers
10%
Communicators
19%
Influencers
TNS Digital LifeTM
: Our view of the Digital World
10. For me, the internet enhances my relationships,
enabling me to connect with people and brands–
Facebook is my best friend. I’m highly social
online.
“
”
26%
Functionals
6%
Aspirers
20%
Networkers
19%
Knowledge-
Seekers
10%
Communicators
19%
Influencers
TNS Digital LifeTM
: Our view of the Digital World
11. I love the internet as it allows me to learn so much.
I love researching new things online and the
information I find helps me to feel empowered.
“
”
26%
Functionals
6%
Aspirers
20%
Networkers
19%
Knowledge-
Seekers
10%
Communicators
19%
Influencers
TNS Digital LifeTM
: Our view of the Digital World
12. I just love talking and expressing myself. I’m highly
social, but mainly just with my friends. I’m a big
smartphone user and couldn’t live without the
internet.
“
”
26%
Functionals
6%
Aspirers
20%
Networkers
19%
Knowledge-
Seekers
10%
Communicators
19%
Influencers
TNS Digital LifeTM
: Our view of the Digital World
13. I love to voice my opinion and I want to be seen as
a leader. I blog, tweet, socialise and try to get my
opinion across whenever I can, even if via my
phone. I spend most of my time connected.
“
”
26%
Functionals
6%
Aspirers
20%
Networkers
19%
Knowledge-
Seekers
10%
Communicators
19%
Influencers
TNS Digital LifeTM
: Our view of the Digital World
14. Australia is a mature diverse market
Functionals Aspirers Networkers Knowledge-
Seekers
Communicators Influencers
The World vs Australia
Australia has 26% functionals – twice the global average
Australia Global Average
15. A basic profile
Females
Under 35’s
Metro
Australia Data
58
16
52
26%
Functionals
78
50
57
20%
Networkers
28
48
56
19%
Knowledge-
Seekers
44
79
76
19%
Influencers
16. Interaction with Government Services
Australia Data
21
27
6
26%
Functionals
29
30
16
20%
Networkers
27
36
18
19%
Knowledge-
Seekers
23
43
32
19%
Influencers
Browsed Gov’t Info online
(past 12 months)
Online Preferred Comms
channel with Gov’t
Want to interact with Gov’t
Via Facebook
18. Behavior in Australia similar to Europe and
North America
Online (PC & Mobile) Behaviour
CA
MX
MA
TR
PL
IN
CN KR
AR
ZA
GR
PT
VN
BR
SA
RU NL
JP
AE
SE
PH
HK
IL
EE
TH
ES
SGMYNO
FI
DK
FR
BE
AT
UK
DE
LU
US
KE
IT
ID
TZ
UG
EG
SimilartoAustralia
DifferenttoAustralia
NG
Latin America
North America
North & West Europe
South & East Europe
Sub Saharan Africa
Middle East & North Africa
India
China
Developed Asia
Emerging Asia
Behaviour Top 10
CA
AR PT
FRBE
AT
UK
DE US
IT
19. Australia is structured similarly to North
America and Europe
CA
MX
MA
TR
PL
IN
CN
KR
AR
ZA
GR
PT
VN
BRSA
RU NL
JP
AE
SE
PH
HK
IL
EE
TH
ES
SG
MY
NO
FI
DK
FR
BE
AT
UK
DE
LU
US
KE
ITID
TZ
UG
EG
NG
Market Structure
SimilartoAustralia
DifferenttoAustralia
Latin America
North America
North & West Europe
South & East Europe
Sub Saharan Africa
Middle East & North Africa
India
China
Developed Asia
Emerging Asia
Behaviour Top 10
CA
AR PT
FRBE
AT
UK
DE US
IT
Market Structure Top 10
FR
NO DK
UKUS
NL
CA
LU BE
DE
20. What motives Australians, motivates North
Americans and Europeans
CA
MX MA
TR PL
IN
CN
KR
AR
ZA GR
PT
VN
BR
SA
RU
NL JP
AE
SE
PH
HK IL
EE
TH
ES
SG
MY
NO
FI
DK
FR
BE
AT
UK
DE
LU
USKE
IT
ID TZ
UGEG
NG
Digital Motivations
SimilartoAustralia
DifferenttoAustralia
Digital Motivations Top 10
Latin America
North America
North & West Europe
South & East Europe
Sub Saharan Africa
Middle East & North Africa
India
China
Developed Asia
Emerging Asia
Behaviour Top 10
CA
AR PT
FRBE
AT
UK
DE US
IT US
KR DK
THPT
IL
SG
BE JP
CA
Market Structure Top 10
FR
NO DK
UKUS
NL
CA
LU BE
DE
22. Management and Entertain needs dominate,
amplified in Australia
Australia Global
Management
Entertainment
Connection
Reassurance
Empowerment
Stimulation
Knowledgeable, Informed, Under
control, On top of things, Effective,
Efficient
Carefree, Uninhibited, A sense of
freedom, Escape, Fun, Pleasure
Amused, Entertained
Global Data
23. Make sure you are planning to fulfill the different
needs of consumers
An example of how service access needs vary
Australian Influencers Australian Functionals
A sense of freedom
Adventurous, independant
Stimulated, inspired
Reassured, peace of mind
Belonging, togetherness
Community, part of things
A sense of sharing, giving
Sociable, friendly
Connection
Entertainment Stimulation
Empowerment
ManagementReassurance
When accessing service, Influencers seek Community, Functionals seek Entertainment
r: 0.04
Australia Data
25. Traditional ‘Digital’ channels still key
Australia North America
Organisation Site
Sites of related bodies
Offline WOM
Comparison sites
In store / office
Magazines, newspapers etc
Professional Reviews
User review (blog/forum)
Other online sources
Comments in a social network
Average of sources used in the decision making process across 29 different
product and service categories
Australia and North America Data
ASIA
ASIA
26. Brand Salency Brand Opinion Consideration Purchase Intent
Don’t devalue your own website
Uplift in scores as a result of exposure to ‘brand’ website
Results from 4 brand experiment across Auto & TV categories
+6-21%
+11-21%
+22-289%
+4-22%
27. But you need to focus on improving the experience
“Government websites are too confusing and difficult to find
what you are looking for”
Strongly
Agree
AgreeNeutralDisagreeStrongly
Disagree
47% agree
29. The Voyeuristic West
% Who are regular content generators
Collectivist
High
Hoftstedt’sCulturalDimension
Low
CA
MX
MA
TR
PL
IN
CN
KR
AR
ZA
GR
PT
VN
AU
BR SA
RU
NL
JP
AE
SE
PH
HK
IL
EE
TH
ES
SG
MY
NO
FI
DE
FR
BE
AT
UK
DE
LU
US
KE
Australia one of the lowest creators of web content
Individualist
30. A simple framework for understanding User
Generated Content
Generators:
Amplifiers:
Readers:
Tweet, Blog, Write
More than weekly
Comment, Retweet,
Forward More than
weekly
Read User
Generated Content
More than weekly
31. Australians not major consumers of UGC
Average Score: More than one week
37
41
46
22
28
31
Generators
Amplifiers
Readers
Global Australia
32. User Generated Content coming from
1 Segment
19% of the Australian market, Influencers, responsible for creating most of the UGC
Australia Data
Generators
Amplifiers
Readers
26%
Functionals
20%
Networkers
19%
Knowledge-
Seekers
19%
Influencers
34. Australians not big community socialisers
% Linked to organisations
Timespentconsumingsocialmedia
Low
Low
High
HIGH
CA
MX
MA
TZ
TR
PT
IN
CN
INKR
AR
EG
ZA
GR
PL
VN
BR
SA
NG
RU
NL
JP
AE
UG
IT
SE
PH
HK
IL
ES
THSI
MY
NO
FI
DK
FR
BE
AT
UK
DE
LU
US
KE
EE
30% of Australians connected to organisations in Social Networks
AU
Global Data
35. Show me the money!
Organisation
Attraction
(like the organisation)
Copy
Cat
(follow friends)
Personal
Benefit
(incentivised)
Australia
Lowest Country
Highest Country
KEY
Likelihood of
encouraging
participation in
community (%)
Australians most likely to respond to incentives
Global Data
36. But the need for incentivising diminishes with
sophistication of user
NETT: Personal
Benefit
NETT: Follow
Friends
NETT: Organisation
Attraction
60% of Influencers connect to organisations they like
Australia Data
Reasons for joining online community
39. The web is dead, long live the internet
Used Mobile Web Used Apps
Australia Rank (Total) 28 27
Australian Rank
(Developed markets)
15 11
Used Mobile Web
(Past 4 weeks)
Used Apps
(Past 4 weeks)
Australia
Australia ranks #28 for mobile web usage (Among users)
Lowest Country
Highest Country
KEY
4 Weekly
Usage
40. But it’s no longer just for early adopters
Every 4 Weeks
6 28 20 31Mobile Internet usage
Every 4 weeks
13 27 40 49Mobile App usage
26%
Functionals
20%
Networkers
19%
Knowledge-
Seekers
19%
Influencers
Australia Data 4 of 6 Segments becoming mobile
41. Location is becoming increasingly of interest
62 61
58
47
39 37
22
7
Maps/
Navigation
Public
Transport/
Travel Info
Mobile
Coupons
Bar
Code
Scanning
SMS
Sales
Notice
Sponsored
Apps
Location
based
Social
Networking
Location
based
dating
Australia Data
Interest in mobile based services
45. Invest time to understand
your audience
Use a digital lens to view the
market, understand the who,
what , why and where.
46. Don’t succumb to
peer pressure
Don’t do something
because its cool, do it
because its right for
your target
47. Don’t reinvent the
wheel, unless you
have to
Look beyond our
shores for ideas that
can be localised and
implemented
Editor's Notes
Thank you <>Its very exciting to be here today. I say that because we have recently hosted this event in Sydney and in Melbourne and in both cases the attendees have been largely commercial in nature , whereas today many of you are representing various departments and government organisations.
However what I wish to share with you today is equally relevant to all of you – regardless of whether you are in the public sector or the private sector, and regardless of whether your organisation is focussed on commercial activities or the provision of service delivery to the Australian population.
And regardless of whether you are engaged in a role that is primarily focussed on sales and marketing, on service or information provision, or on stakeholder or target audience engagement.
The reason that I say this is because when we talk about the digital space – we are basically talking about what people are doing online, which is ultimately relevant to all of us.
Almost everything I will share with you today has been crafted from a study we have conducted recently, called digital life
Some of you may be aware that in 2008 and 2009 TNS did a substantial programme of work across the Asian region, looking into the habits and needs of the online population.
In 2010 this study expanded to 46 markets around the world. These countries account for 90% of the world’s online population, and we believe it to be the most substantial, robust study of its kind to date.
I thought it would be useful to start with a quick review of how Australia compares to the other 45 countries in our study, to be able to create some context for how Australians behave. Some key points
Australia is a mature internet market
Our internet penetration is one of the highest in the world, in excess of 80% of Australians
Subsequently, because of this and our aging population, our online audience is comparatively old
On Average, Australians spend 18 hours a week online (across both PC and mobile) – which is the 12th highest in the world
We have well developed PC usage, but our mobile usage is lagging behind.
Not evolved dramatically over past 18 months
So that gives you a bit of context to Australia, what I’m going to do today is talk through 7 key insights which hopefully will help you in formulating your digital strategies and online engagement plans
The amount of insight we have from our Digital Life study is vast, so I can only share a few points with you today, in the time I’ve got.
I’ve tried to focus on insights that are topical in Australia today. Please contact me separately if there are points I don’t cover, that you would like to discuss.
The very first topic today is actually the insight that drove the initial development of the Digital Life project itself.
Highly Fragmented
Before we do anything digitally, need to understand our audience
Need to ignore existing frame of reference and view Australians for a purely digital perspective to be able to maximise our understanding of their behaviour.
We have discovered that there are 6 different digital typologies in Australia, ranging from what we call functionals through to influencers
These typologies differ in their online behaviour, their attitudes and importantly, their digital motivations.
The first of these segments is functionals, representing 26% of the market
To them, the internet is a functional tool. They don’t want to express themselves and are not interested in socialising online. They’re not that keen to change their behaviour.
The second is aspirationals, representing 6% of the market
They are a basic user of the internet, but aspire to improve their online capabilities. They can see the benefits of the internet but haven’t fully embraced it yet
The third is networkers, representing 20% of the market
For me, the internet enhances their relationships, enabling them to connect with both people – facebook is their best friend – they are highly social online.
The fourth is knowledge seekers, representing 19% of the market
They love the internet as it allows them to learn so much. They love researching new things online and the information they find helps them to feel empowered.
The fifth is communicators, representing 10% of the market
They just love talking and expressing themselves. They are highly social, both with people and brands. They are big smartphone users and couldn’t live without the internet.
And finally, the most advanced of our segments, Influencers, representing 19% of the market
They love to voice their opinion and want to be seen as a leader.
They blog, tweet, socialise and try to get their opinion across whenever they can, even if via their phone. They spend most of their time connected.
And when we compare segment sizes to the rest of the world, Australia skews towards the lower end of the scale – with more functionals, networkers and knowledge seekers that the global average.
This is ultimately a function of our extremely high internet penetration – we have a more demographically diverse, older online population than most countries in the world, meaning as a whole we tend to skew towards the more basic uses of the web;
The implication is that there are quite distinct, different patterns of behaviour, meaning if you are targeting a mass market audience (or a broad population), you need diversity in your strategy.
I’m just going to focus on the 4 larger segments from this point forward.
There are some simple demographic rules – firstly, networkers are heavily skewed towards females, as we’d expect.
<click>
And the more savvy segments are younger. In fact, only 16% of Functionals are under 35, yet 79% of influencers are under 35. This extremely important to remember, as many digital initiatives and strategies are skewing towards the influencer segment, essentially made up of the under 35’s.
<click>
But its also worth noting that metro audiences are more savvy than rural audiences – an additional argument for the NBN, some might suggest.
I’ll continue to use this typology framework throughout my presentation today.
And we also asked questions on how they interact with government.
First, we asked whether they had sought advice from government online in the past 12 months – about a quart have. Interestingly, our influentials are less likely to have (less need or not meeting needs)
<click> When we asked about preferred channel of communicating with gov’t, about a third prefer online, rising to 43% amongst influentials
<click> Finally, we asked where they wanted to communicate with gov’t via facebook, which again skews towards a younger, more capable audience.
All segments are using, but interest in future use varies. Its about knowing your audience and planning accordingly.
I often get asked, how is Australia different from the rest of the world when it comes to digital behaviour?
Which markets are we similar to, what differences in behaviour exist, and so on. So we’ve done a range of analysis to try and answer this question.
Firstly, we correlated the behaviour of citiizens in different countries around the world.
We took the time they spend on a range of digital activities such as social networking, service access, knowledge seeking and so on, across both PC’s and mobiles, and looked for similar patterns of behaviour.
What we found was that North Americans and Western Europeans, at the macro level, behave in a similar way to Australians. Chinese, by comparison, behave extremely differently.
And when we explored the market structure of each country, in terms of segment size and composition, again Australia is extremely similar to North America and Western Europe.
And finally, we looked into what motivates Australians to go online, to social network, to access services online and so on, and the similarities to other markets. Again, North America and Western Europe proved to be motivated by similar reasons.
The implication is of course that sometimes you don’t need to reinvent the wheel. If an overseas department or organisation that is similar to yours has had great success with particular digital ideas or approaches in these similar markets, you can assume they can be localised for the Australian market quite easily.
Similarly if you are in the public sector space look to what is being done in comparable areas of the commercial arena and see what you can adapt.
There are other factors like the profile of your organisation compared to others, and the size of market or number of constituents does play a role in the success of things like crowd sourcing or tactical engagement, but fundamentally Australian online behaviour is the same as in these markets.
.
One of the biggest challenges facing us today is knowing exactly how to connect with different people.
It is not just about the overarching activity that the audience does the most or the sites you use to reach them – these are relatively easy to work out. It is about the style, tone and energy of your communication, which can be much harder to determine as they are not obvious from looking at statistics.
What you need to do, is understand at a deeper level, what motivates people to do what they do – what motivates people to tweet, to Facebook, to access services online?
If you can understand the motivations, it can really help you to understand not just what you should be doing to reach a target, but how you should communicate with them to create engagement.
When we explore what motivates citizens to use the web for a variety of tasks and reasons, there are fundamentally 6 need states fulfilled.
Management is the biggest driver and exists in many of the common tasks we complete, be it banking, emailing, shopping and so on. In support of this is that is when we ask specifically about interacting with government online – 74% of Australians cite convenience as being a key driver to do so.
But somewhat surprisingly, entertainment is the second most important need state and exists across a range of common tasks such as researching or information seeking, accessing services, social networking and so on.
Both of these top need states are of even greater importance in Australia than they are globally.
What’s interesting is that they are not mutually exclusive and both are sought across a range of activities.
And of course, when we look at the segment level for particular activities, the variations in motivations are more extreme.
<click>
In this example, when accessing services or information online the Australian functional segment are seeking entertainment and stimulation – they want to be inspired into a decision
<click>
Influencers, on the other hand, want to connect with other stakeholders, to share experiences and be part of a community. They want to make a decision by consensus
Clearly, as an organisation, the way in which you would execute an online engagement strategy to fulfil these needs would vary dramatically between the segments.
The implication is that through understanding the needs and motivations of the audience that you are targeting across a range of tasks and activities, you can develop the digital properties that hit the mark.
Different people want to receive information in different ways. Some don’t mind advertising and branded content across different activities. Some do.
Its important to understand where it is ok to talk to your target, and where it is not.
So what we have done is measure the usage of different information sources during the interaction cycle, across 29 different categories in all 46 markets.
This chart illustrates the differences between Australia and North America – a similar region to Australia as we’ve already seen, but also due to its dispersed geography and maturity. There are a number of key points we should consider.
Your website is a crucial source of information and influence. Make sure these it gets the attention it deserves.
North America has a greater reliance on reviews and forum sites than Australia, probably because there are more sites and reviews available due to the sheer scale of the market there. <click> ASIA IS EVEN MORE EXTREME.
Australia still has a strong reliance on personal contact so its important to link the human experience back to your online experience.
There is obviously significant variation by category. Any category with services that are provide in all countries, such as public transport, state health care or defence, tend to use user generated content more, simply because there is more content available.
But really, I believe the key implication from this chart is to remember to focus on the touchpoints that citizens are using during the interaction cycle. FACEBOOK=SEXY, YOUR SITE=impact
And to demonstrate this point, Google have kindly given me permission to share findings from a series of experiments we conducted earlier this year. And while this is a commercial example I believe the findings are still relevant regardless sof market
We recruited people in the market for a new car or TV and ‘exposed’ them to specific brands sites. We then measured the impact of visitation to the sites and specific pages on brand metrics.
All the brands who took part were major international brands and as you can see, exposure to their website had a significant impact across all brand metrics, but in particular consideration. In comparison to the average TV ad, these uplifts are impressive, and really emphasize the importance of investing in your own site.
And for those of you from government, its important you focus on doing what you can do to improve your site.
We asked people….47% agreed
Australia is a voyeuristic market – in that we like to use and read user generated content, but don’t actually create much ourselves.
I’ve been amazed this year when talking to Australians, the number who have told me how useful they find user reviews or online forums – but when you ask them if they write reviews, of course they don’t, and for many its never even crossed their minds to do so. People don’t really think of it as a community that they need to contribute to in return for using it. This is because we are classified as an individualistic nation.
In other markets like China or Korea, which are very community centric nations – collectivist nations – user content creation is rife.
As you can see from this slide, the more individualist a nation is, the less likely they are to create content for the web – be writing a blog, participating in a forum, writing a review and so on.
What’s interesting is that the UK, USA, and Australia sit slightly above this trend line – possibly due to the fact the internet is primarily published in english making it easier for us to contribute.
The implication is of course that if you are looking to engage with Australians, or create an online community, it is much harder to get people engaged than it is in other markets, particularly Asia.
Additionally, if you are looking to leverage the power of UGC to promote your position, through asking stakeholders to write reviews or comments on your site, think about how you can encourage them to do so
And to demonstrate this in a bit more detail, we use a simple framework of Generators, amplifiers and readers, as detailed here
When we look at Australia in comparison to the global average, Australia is not just under represented in generating content, but also in amplifying and reading. This intuitively makes sense – if no User Generated Content is being generated, how can you read it and amplify it?
And when we drill down to the segment level in Australia, there is really only 1 segment – influencers – Generating the volume of UGC out there. This young group, just 19% of the online population, are turning tradition on its head – no longer are our elders providing the wisdom.
The implications are vast.
Firstly, targeting this one group successfully, even if not your primary target, will create more positive content about your organisation
Secondly, when you are doing your social media monitoring, its important to remember you are really only monitoring a small proportion of people – the majority are silent and hence not represented. (we saw this in our election monitor)
Related to this, is the topic of online communities which has become a white hot topic in the past couple of years.
Every one seems to be trying to become friends with, their target constituents or audience, whether it be through facebook, twitter, youtube, forums or a proprietary community.
We have discovered that Australians has a fairly low propensity to connect with organisations. (explain)
We looked at Australians likelihood of connecting with organisations – being part of a community. In some markets, it the norm, but in Australia it is still less than 1 in 3. This is on the increase however
What’s interesting is that there is no linkage between time spent in social media and connection with an organisation – in essence there are other factors that determine if your target audience will connect with you. Simply some cultures are more open to it.
But we know its growing – 10% last year, 30% this year
We also explored what would motivate someone to connect with an organisation. And I’m sorry, its not generally because they want to give constant feedback on your organisation.
Ultimately if they like you (or probably love you) they’ll be open to connecting with you.
If not, they can be bought – almost 70% of Australians will connect with an organisation or join a community if they get deals, promotions and so on through it.
And what’s really interesting is when we look at the different segments. The more basic users definitely require incentivisation, but the more advanced segments like the influencers are just as likely to connect because they have a strong opinion about you, as they are for incentives.
The implication of course is that if you want to create a community around your organisation, make sure you’ve budgeted to incentivised people to join.
I thought it would be useful to share a couple of examples of brands creating meaningful facebook communities. Of course there has to be an underlying purpose to the community. Some brands use it successfully as a customer service channel – vodafone being a good example, whilst others use it as a newsfeed – quicksilver being another good example.
<click>
But you still need to attract people in the first place. One of the most successful communities in Australia is the Lonely Planet facebook page. What they have done well is leverage the cult following they have for their brand. They publish content such as ‘top 10 places to go in florida’ which appeals to the core audience they have and stimulates conversation– many of who are most likely digital influencers. But interestingly, they also incentivise people – offering 30% off your next purchase in exchange for personal deals.
<click>
And 2 good examples of incentive led communities are air new zealand offering $50 to ‘like the brand’ (in otherwords amplify it) and logitech australia who run competitions via their community.
In essence, communities can be a good method of rewarding and engaging with your existing customers, but don’t expect it to be a freebie.
The last topic I would like to discuss today relates to mobile and how the changing ways in which people are using their phone could change marketing forever.
You may have read recently that Wired magazine declared the internet dead. Their point was simply that applications are taking over as our means of accessing online content. There is no truer place than mobile.
Application usage now outstrips mobile internet access worldwide, and this no different in Australia.
Australia is still slow in the uptake of both the mobile web and app usage, quite possibly due to the fact our phone contracts are some of the longest in the world, meaning migration to new handsets such as the iPhone take much longer. The iPhone still only has 12% penetration in Australia, according to our data.
It is important to note that in Australia, whilst usage is still low, it is no longer just an early adopter technology. (4 of our 6 segments are using)
This might seem an obvious point to us as most of us are highly mobile already, but its easy to forget that real Australia doesn’t work in marketing for a big organisation.
We expect it to grow dramatically:
If could change tomorrow, Apple from 12% to 40%
Majority of new handsets are app enabled. We know this is a catalyst for usage.
And interest in advanced services is growing, as shown by this chart, with particular interest in Location
<sweden story – concerns diminishing>
- Emerging from the shadow of the PC
I think the most interesting thing about these interest is that it demonstrates how the mobile will evolve to provide dynamic content, but in a very different way to how it is presented on the PC. It will be about intuition and ease of access, not volume of content. The incredible uptake of apps is an obvious precursor to future usage.
I have 2 examples to demonstrate this>
Firstly public info
Not just a great community idea – which I see brisbane is also implementing, but its coupled with an innovative way of directing people to bike stations
FILTERS: A location based App that identifies the location of the nearest public office or building you are after such as a post office, Medicare office or motor registry
3rd is an idea from the UK again
Enables people to report street, community issues via mobile – 73% are interested
You need to ignore traditional boundaries and create the ideal user experience.
Each of the presenters today will leave you with 3 final pieces of advice, to sum up their papers.
My first piece of advice is to Invest in understanding your audience.
Because the online audience in Australia is so diverse and highly fragmented, there is an inherent risk that we’re playing a game of digital guess who.
That we’re putting campaigns, strategies out there without thoroughly exploring what our target audience is doing online and whether they’re likely to respond to our activity.
When using mass market channels, the need to start with the ‘who’ is of less importance in many ways. Often a decision is made to make a TV ad, irrespective of who the target is. The who is considered later in the mix, when writing the storyboard and doing the media selection.
But with digital, it is imperative that you start with the who – who your audience is and how best to reach and influence them.
If you invest more time in understanding your target first, then the rest of the strategy becomes much more intuitive.
Don’t succumb to peer pressure. Don’t just create a community because everyone else is. Do it because it’s the right way of reaching your target.
The same goes for twitter, facebook, mobile apps, banner advertising, and so in. Its too easy to get sucked into doing something because its cool, do it because it’s the right way of connecting with your target.
And finally, I’m sure the digital agencies will hate me for saying this, but don’t reinvent the wheel, unless you have to.
Look beyond our shores for ideas that can be localised and implemented.
Thank you for your time