Melanie Ingrey, Research Director, Cross-Platform Custom Insights, Nielsen, SEANAP
The media and marketing landscape in Australia has evolved at a rapid pace in a very short period. In fact, when we look at how consumers obtained information and engaged with brands 10 years ago, it’s as if we’re looking at an entirely different industry playing field today.
In 2003, for example, almost three-quarters (73%) of Australians aged 16+ spent an average 6.7 hours per week online. While the percentage of the population that is online has increased to four-in-five (82%), the amount of time people now spend online has skyrocketed. Today, Australian consumers are engaging with digital media for a whopping 23.3 hours per week. That’s more than three working days per week!
To support the increase in online content consumption, marketers have slowly shifted their marketing dollars toward this medium. Today, online advertising sees 27% of the total ad spend pie—up eight-fold from 3% in 2003.
Access to content is a big reason for the 10-year growth. Consumers today have more ways to connect and consume online content than ever before. More than one third of online Australians today own connected devices that didn’t even exist 10 years ago: tablets, smartphones and smart TVs. And what’s even more impressive is just how much connectivity they have. Our 2013 Australian Connected Consumers report found that 38% of Australian households have four or more connected devices in the one home.
Today’s digital consumer has opened many doors for marketers, but they’ve also posed some unique challenges for an array of industry participants, including advertisers, media owners and content providers. With so many touch points out there, the opportunities are growing. What’s more, the mobility of these devices facilitates online media access across a range of locations and situations, providing brands an opportunity to engage with consumers at the right time, in the right place.
The challenge that comes in such a tech-driven space, however, is connecting with consumers when they have so many ways to access content. Seventy-four percent of online Australians consume TV and internet content simultaneously—a trend that has forged a new media environment fuelled by multiple device connectivity and simultaneous content consumption.
Having more than 16 years of historical data from the annual Australian Connected Consumers report allows us to see how trends have changed as well as forecast what’s around the corner—so we can help you capture and maximise the opportunities of this new connected world.