Vox Populi: State of the Media Democracy Survey 2 nd Edition. Australia s media usage and preferences 2013

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1 Vox Populi: State of the Media Democracy Survey 2 nd Edition Australia s media usage and preferences 2013

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3 Contents Foreword 1 About this survey 2 Key insights 3 Survey snapshot 4 Entertainment 7 Media devices 13 Internet 19 Advertising 23 Newspapers and magazines 29 References 34 Relevant Deloitte thought leadership 35 Contacts 36

4 Foreword This, the second edition of our media usage and preferences survey, provides a current snapshot and unique demographic insight into how Australian consumers are consuming different media and entertainment, using technology and devices, using the Internet, responding to advertising and how this might likely evolve in the future. This survey is part of a global Deloitte research project with data gathered in Australia, France, Germany, Italy, Japan, Korea, Norway, Spain, United Kingdom and United States. The research was undertaken at the close of 2012 and considers: Australian consumer usage and preferences for traditional and emerging media devices and platforms The role of social media in media and advertising Reactions to traditional, online and next generation forms of advertising Implications for broadcasters, advertisers, content producers, distributors, developers and device manufacturers, in responding to consumer behaviours and preferences. The findings and insights are relevant to organisations across multiple sectors and are not limited to those within the media the challenges of anticipating and responding to digital consumer behaviours and connecting with audiences and customers across platforms and devices are common across industries. Where possible, we have included comparisons with last year s survey data to show where and how things have shifted. Likewise, we have included some international comparisons. Additional details can be found in the individual country reports published by different Deloitte member firms. It s a cliché, but the only constant our clients are experiencing is change. We work with them everyday to help them anticipate and respond to the challenges and opportunities this change presents. As such, we hope you find the survey results interesting and more importantly useful, in informing your own responses to ever evolving consumer behaviours and preferences. Damien Tampling Partner National Leader Technology, Media & Telecommunications Clare Harding Partner Consulting Leader Technology, Media & Telecommunications 1

5 About this survey About Deloitte s Australia media usage and preferences survey Focusing on four generations and five distinct age groups, the survey provides a point in time snapshot of how consumers between the ages of 14 and 75 are interacting with media, entertainment, technologies and information and what their preferences might be in the future. Undertaken by an independent research organisation during December 2012 and January 2013, the survey employed an online methodology to obtain usage and preference data from consumers in ten countries, including over 2000 Australian consumers. Identical questions were asked across all geographies and age groups. All data is weighted back to the most recent census data in each country. Additional insights for this report were derived from Deloitte Telecommunications, Media and Technology experts who work every day with leading Australian companies in these sectors. It should be noted, this report contains self-reported data, and therefore a human element is always present in our findings. Figure 1 Consumer groups surveyed Trailing Millennials Age: Leading Millennials Age: Xers Age: Boomers Age: Matures Age: 66+ State of the Media Democracy Survey 2nd Edition 2

6 Key Insights Convergence and multi-device consumption is coming of age in Australia and the implications of this are becoming clearer We expect to see this playing out: In terms of usage what we use for what media, when, and using a number of devices at the same time. The use of 2nd and 3rd screens in how we use and consume media will likely increase as the proportion of digital omnivores (owners of smartphone, tablet and laptop devices) increases, creating both opportunities and challenges for retailers, broadcasters and advertisers alike In the further blurring of devices as manufacturers respond to consumer behaviour and multi-device consumption in the creation of hybrid categories such as phablets (phone-tablets) and notelets (notebook-tablets) In consumer expectations as integrated, multiplatform content experiences and advertising campaigns become the norm. As consumers get used to personalised content and easier discovery based on what organisations know about them, expectations will rise. Acting now to learn more about customers and develop loyalty through the content, brands and experiences that they connect with (and which connect with them) through multiple touch points is paramount. In developing and executing on content strategies in order to remain relevant in an increasingly converged world, organisations needs to pursue content strategies that are platform, device and distribution neutral. These will enable the agility required as the sands shift and the winners in platforms emerge over time. We expect audiences to increasingly be a source of new digital revenues (through innovative monetisation of customer data, content and transactions) rather than just a measure of reach. In strategies for advertisers and in how media organisations must sell integrated media in a seamless way as a foundational basis for competition. Advertisers and agencies alike will demand more innovative, multi-faceted campaigns and strategies and siloed traditional media organisations will find it hard to respond in a way that adequately meets customer needs and optimises cross-media margins. In value realisation for content developers and rights holders as new entrants threaten incumbents e.g. Google, cloud based platforms, and as traditional windowing and platform specific strategies become obsolete in a fully converged world. Social media and its utility continues to evolve in multiple ways in multi-tasking behaviours as consumers seek greater connection with the media organisation, with talent and with each other. Social in Australia is now at scale and usage, whilst most prevalent in younger demographics, is multigenerational. The role of social channels in advertising as a source of information and recommendations is gaining traction and is likely to continue to evolve as true social commerce, as the Millennials get older. The increase in DVR penetration and usage is fostering customer behaviours across generations, such as ad skipping, discovery and navigation through EPGs (Electronic Program Guides) and accessing content on demand. These new learned behaviours will likely better support adoption of digital media and uptake of IPTV and OTT (Over the top) propositions, which paradoxically may result in likely competition but also opportunities for pay TV platforms. Finally, as in interim strategy, organisations need to develop digital-physical ambidexterity. Experience from lead markets overseas suggest the shift we have seen this year in Australia from physical to digital will continue to accelerate. It will therefore be critical to extract value from physical formats whilst properly positioning to be able to compete with new players who do not carry the legacy cost structures of traditional media organisations to meet the needs of a generation who will only know digital consumption. 3

7 Survey Snapshot TV is still the star in Australian media preferences, but since last year, we re consuming more digital media, we own more tablets, we re using more of our smartphone smart features and we re more likely to be on social media This year our survey reveals a number of key themes: TV retains its supremacy as our preferred source of entertainment, with multi-tasking the new normal and consumers adopting second screen activities Physical media is hanging in there (just), despite increased consumer consumption, and wider acceptance of digital media The rise of digital omnivores (laptop, smartphone and tablet owners) Traditional forms of advertising are still the most influential. Search is the most effective form of online advertising and social media is critical for driving awareness. Entertainment A total of 63% of Australian survey respondents prefer watching TV more than any other form of entertainment This is followed by using the Internet for social or personal reasons (44%) and listening to music (37%). This strong preference for watching favourite content on live TV (i.e. when it is aired) is consistent across all age groups. In terms of international comparisons, Australians are right up there in terms of their love of TV, with survey respondents preference for watching TV only less than that of consumers in the US, Japan and Norway. Younger demographics have a lower preference for watching TV, and 84% (Trailing) and 78% (Leading) Millennials now view their computer as more of an entertainment device than their televisions. Physical media is holding its own for now. In considering how they will watch content in the near future (such as recently released movies, packaged seasons of television programs, and similar video content), 50% of Australian survey respondents selected an exclusive use of physical media formats, one of the highest proportions amongst participant countries. That notwithstanding, 21% of all Australian survey respondents and more than 30% of Millennial age groups now consume video content in a predominantly digital format. The challenge remains in how to extract value from physical formats and legacy consumer preferences for as long as possible while positioning for a generation who will predominately consume in digital formats. State of the Media Democracy Survey 2nd Edition 4

8 Multi-tasking behaviours have increased since last year, giving rise to the question, are we multi-tasking while watching TV or is the TV on in the background while we are online? In 2012, only 29% of Australian consumers were focused solely on watching TV (down from 40% last year), with Internet browsing and reading ranked as the most frequent combined activities. Over a third of Trailing Millennials and 25% of Leading Millennials use a social network while watching TV which is likely to also include using social networking sites to connect with others interested in, and to comment on, a particular TV show during and after its broadcast. With almost half of all Australian survey respondents updating their social networks either every day or almost every day (5-7 days a week), social media is challenging customer and content strategies for media organisations and consumer businesses more broadly. Media devices Australians are becoming digital omnivores owners and users of multiple devices 28% of survey respondents own a smartphone, a tablet, and a laptop. 37% of all Australian respondents owned a tablet in late 2012 compared to just 13% in 2011, one of the highest ownership levels recorded across all countries in our survey. In considering which device was more valuable, 80% of all Australian respondents (and 90% of Leading Millennials) said that their smartphone was more valuable than their tablet device. Whilst non-smart features (such as voice calls and texting) are still the most frequently used features, the use of mobiles to read has increased significantly from last year (from 33% to 48%) across all age groups and mobile banking is also on the rise, with 30% of survey respondents across all ages now using their mobile for banking at least weekly ranking Australia higher in terms of online banking than any other country except Korea. Australians DVR usage has increased since last year, with 20% of survey respondents having watched TV on a DVR compared with just 11% last year. Almost half of us now own a DVR (rising from 25% in last year s survey) and, with the ability to skip ads remaining a favourite feature, this may pose challenges for TV advertising s hegemony. Internet Australian respondents are watching less TV, seeking less personal interest information and watching less sport online than survey respondents in most other countries Search engine use is the most common online activity for all demographics except Matures with 83% of Australians surveyed searching online on at least a weekly basis and 58% doing so daily. Similar online activities are performed across the different age groups, with search, news consumption and ing friends and family the most common behaviours across all respondents. Younger age groups rank social networking in their top five online activities, while older age groups are more likely to use as a mechanism to connect with friends and family. Fifty four percent of Australians (including 73% of Trailing Millennials) would pay more money for faster Internet and 59% would view more videos online if their Internet connection speed were faster. Compared to global data, Australia has one of the highest percentage of respondents who are willing to pay more for faster Internet connections. 5

9 Advertising Australian consumers are embracing online reviews to inform potential purchases. 63% of Australian survey respondents stated that online consumer reviews and ratings influence their buying decisions more than other online advertising Television is still considered the most influential form of advertising among all age groups, followed by newspaper and magazine advertising which are seen as at least moderately influential. Print is still an influential media in Australia, with 72% of consumers saying that they enjoy reading print magazines even though they could find much of the same information online, and over half of consumers paying more attention to newspaper (59%) and magazine (58%) advertising than online. Australian respondents selected sponsored and unsponsored search engine result advertising as the online advertising methods that have the most influence on buying decisions, although both categories experienced a small decline since last year. The role of social media is still playing out in advertising and appears to be effective in driving product awareness, but not necessarily conversion. 34% of all respondents view social media as an important tool to learn about products and services, but 79% of all Australian survey respondents report that social media has a low influence on their buying decisions. Organisations and media agencies need to be acutely aware of these differences when devising their marketing mix. Newspapers and Magazines For reading the news, the printed product is still favoured by Australian readers Older generations are most loyal to the traditional format, with 62% of Matures and 47% of Boomers surveyed favouring the printed hard copy. That said, this year the shift to digital is more marked in 2011, 48% of all respondents preferred hard copy print to digital media, compared to just 37% in Among digital news formats consumed on tablets, e-readers or smartphones, Australian survey respondents prefer using application aggregators rather than the browser versions. Magazines continue to fare somewhat better, enjoying a higher preference for printed over digital formats with 75% of all Australian survey respondents favouring the printed hard copy. Traditional print-only subscriptions are still preferred by Australian survey respondents, over digital or bundled subscriptions, although most households have no print subscriptions at all. Of those respondents who had a bundled print and digital newspaper subscription, 67% considered that they were paying for the print version and getting the online version for free, highlighting media s ongoing challenge to put a value on digital news content. Over 79% of Australian respondents are not comfortable with having their online activity tracked and close to that proportion would not be willing to provide personal information, even if it meant more targeted offers. Globally, Australians are among those with the greatest discomfort in this regard. State of the Media Democracy Survey 2nd Edition 6

10 Digital media consumption is increasing, however, TV remains our preferred source of entertainment 7

11 Entertainment TV still wears the entertainment crown... A total of 63% of Australian survey respondents prefer to watch television on any device, as their most preferred source of entertainment. As shown in Figure 2, this is followed by using the Internet for social or personal reasons (44%) and listening to music (37%). Compared with last year s survey, TV retains pole position with the same poportion of Australian respondents ranking it in their top three. Using the Internet fell marginally (from 47%) and listening to music increased marginally (from 35%). Other forms of media which decreased in ranked preference since last year were newspapers, magazines and radio, whilst movies, books, live performances and gaming all improved in the rankings. Figure 2 Ranking of preferred sources of entertainment Preferred sources of entertainment among all Australian consumers surveyed. Please rank your top three. Watching TV (on any device) 63% Figure 3 Watching TV vs. using the Internet for social or personal interests Preferred sources of entertainment across different age groups and compared to prior year 80% 60% 40% 20% 0% 63% 63% 2011 Watching TV on any device 2012 Watching TV on any device 47% 2011 Using the internet for social or personal interests Total Trailing Millennials Leading Millennials Xers Boomers Matures 44% 2012 Using the internet for social or personal interests Using the Internet for social or personal interests Listening to music (using any device) Reading books Reading newspapers Going to the movies Listening to the radio Attending live performances Playing video games Reading magazines 44% 37% 31% 28% 28% 21% 18% 17% 14% In comparison with international consumers, Australian survey respondents preference for watching TV is only less than that of consumers in the US, Japan and Norway. Australians use the Internet more for entertainment purposes than most countries, except the US, Italy, Korea and Spain..and watching TV live at home remains the preferred method of content viewing As was the case last year and shown in Figure 4 on the following page, watching live TV on a home system remains the number one method for watching favourite content across all age groups; preferred by over 45% of Millennials and over 70% of Boomers and Matures. For younger generations (Trailing and Leading Millennials), there is a similar preference for using the Internet for social or personal reasons as there is watching TV with 84% (Trailing) and 78% (Leading) Millennials viewing their computer as more of an entertainment device than their televisions. Australians DVR usage has increased since last year, with 20% of consumers having watched TV on a DVR compared with just 11% last year. Australia lags behind only the US, UK and Japan in DVR usage all of which have seen an increase since last year, but less markedly. Watching TV via DVRs is equally popular across all age groups in Australia. State of the Media Democracy Survey 2nd Edition 8

12 Figure 4 Methods to watch favourite TV shows How do you typically watch your favourite TV shows? (select from using the following methods) Figure 5 Smartphone as an entertainment device How much do you agree or disagree with the following statement: I use my mobile/cellular/smartphone as an entertainment device 64% 20% 16% 12% 11% 10% 8% 7% 7% 49% 78% 79% 58% Strongly Agree Agree Live TV DVR Video sharing site DVD/Blu-ray Free online video Peer-to-peer On demand Smartphone or Mobile Tablet Total Trailing Millennials Leading Millennials 22% 10% Xers Boomers Matures Online sources, that is viewing from a show s Internet site, peer to peer networks, video sharing sites and free online video services, are becoming more prevalent in terms of usage among Australian consumers. Physical formats seem to have retained some of their former popularity, with only consumers in the US watching more of their favourite TV shows on physical formats such as DVD and Blu-ray. Connected TV sales are expected to boom over the coming years; by the end of the decade, most TV sets sold in developed countries will likely have two way Internet connectivity. However, the absence of mustsee content that is available exclusively for viewing on connected TVs will likely be a barrier to uptake and consumer use 1. Australians are among those least likely to use an on demand feature on their TV set, with only 8% having done so (only consumers in Germany, Japan and Korea being less likely to do so). The use of tablets for watching TV shows every day or weekly has increased to 7% of respondents (from 4% in 2011), no doubt in line with the increase in penetration of tablets and the release of new products in this category over the last year. Millennials lead the way, with 11% watching their favourite TV shows on tablets every day or weekly. As shown in Figure 6, Australian usage of smartphones and tablets to watch TV is in line with most other markets, surpassed only by the US, Italy, Korea and Spain. Figure 6 Smartphone and tablet use for watching TV How often do you typically watch your favorite television shows using each of the following methods? (everyday/weekly) 34% Smartphone / mobile device Tablet 9 With all free-to-air players in Australia providing some form of free catch up TV online, online viewing is becoming mainstream and more widely used, with 54% of all survey respondents having used these services. 2 screens or 3? As shown in Figure 5, approximately 80% of Millennials view their phones as an entertainment device, and 7% of Australian survey respondents watch TV shows on their smartphone at least weekly (Figure 6). The preference for watching TV on a mobile device is higher among younger age groups, with 15% of Trailing Millennials surveyed and 14% of Leading Millennials having watched their favourite TV show on their smartphone, compared with only 1% of Matures. 13% 14% 12% 12% 7% 7% 8% 7% 5% 5% 4% 1% Australia US France Germany Italy Japan Korea 13% 14% 11% 7% 7% 5% 6% Norway Spain UK

13 Smartphones and tablets as companion devices to the television viewing experience appear to be providing not only the utility of a portable device for consumers on the go, but also in the provision of a now 3 screen experience (TV, tablet and smartphone in combination) in the living room providing both opportunities and challenges for content providers and advertisers alike. Younger age groups are better represented across multi-tasking activities such as blogging, using social networks and general browsing on the Internet. Figure 8 TV watching multi-tasking behaviours by age group Which are things you typically do while watching your home television system? Multi-tasking the new normal Programmers and content providers have acknowledged the need to respond to multi-tasking behaviours in recent years, demonstrated by integrated TV and online experiences, companion apps and program or brand micro-sites to accompany the TV viewing experience. Figure 7 shows that at the end of 2012 only 29% of Australian consumers were focused solely on watching TV (down from 40% last year), with Internet browsing, reading and using a social network being the top three undertaken in terms of combined activities. Use a social network Surf the web Browse for products and services online Purchasing products and services online 31% 25% 17% 6% 2% 29% 23% 24% 11% 4% 14% 17% 14% 7% 3% 10% 12% 8% 5% 2% Trailing Millennials Figure 7 TV watching multi-tasking behaviours Which are things you typically do while watching your home television system? Nothing else Just watching TV 29% Micro-blogging about something else Micro-blogging about the show 7% 3% 1% 5% 2% 2% 12% 11% 12% 11% Leading Millennials Xers Boomers Matures Browse and surf the web Read Use a social network Text message Write Browse for products and services online Talk on the phone Read for pleasure Play interactive videogames (any platform) Read for work and/or school Purchasing products and services online Micro-blogging about something else Micro-blogging about the show 19% 17% 16% 15% 12% 11% 10% 9% 8% 8% 7% 7% 6% State of the Media Democracy Survey 2nd Edition 10

14 We are yet to see a strong connection between what we are watching on TV and our multi-tasking behaviours, but 6% of Australian survey respondents are using micro-blogging sites (such as Twitter) whilst watching, to post comments about the show and this was higher among Trailing Millennials (12%) and Leading Millennials (11%). Over a third of Trailing Millennials and 25% of Leading Millennials use a social network whilst watching TV, which is likely to also include using social networking sites to connect with others interested in, and to comment on a particular TV show during and after its broadcast. For example, Channel 9 and Shine s popular talent show The Voice had over 500k likes and 160k people commenting on the on the Facebook page, with 170 new posts and 450 likes during a two hour mid-week broadcast 2. 7% of survey repondents are making online purchases whilst watching TV, the potential for which could likely increase with higher penetration of connected TVs. If executed well and adopted by consumers this might, in the future, offer a rare measure of TV advertising s ability to call to action. Pay TV working hard to hang on to customers Australia continues to have one of the lowest penetration rates of pay TV services when compared to other markets. As shown in Figure 9, approximately 34% of Australian survey respondents subscribe to pay TV, of which 4% are considering cancelling their service and 3% are considering changing providers in the next 12 months. Figure 9 Paid TV subscriptions I have a paid television service (includes those considering cancelling or switching their service in the next 12 months) AUSTRALIA US FRANCE GERMANY ITALY 34% 86% 47% 61% 45% 38% 80% 87% 43% 55% JAPAN KOREA NORWAY SPAIN UK Of the respondents who were considering changing or cancelling their pay TV subscription, the most commonly cited reasons were related to its cost or perceived value - 10% indicating that they can get the television content they want for free. Australian pay TV is being disrupted, as in other markets, by over the top (OTT) market entrants and multiple online propositions such as global Internet channels offering the same exclusive content e.g. Foxtel s ESPN channel being rivaled by NBA s own channel demonstrating the threat of a direct model from sports governing bodies, and pay as you go IPTV subscription models which offer smaller, lower cost channel bundles and no contracts. In this context pay TV has focused on providing innovative enhancements to the subscriber offer to further engage and retain existing subscribers combining the user, the technology and the environment in a compelling way. This has been provided through a deeper and more integrated viewing experience such as companion apps with an enhanced EPG, deep dive content and dual screen tablet viewing capabilities. Extending TV format brands and the nature of the entertainment experience Perhaps not unsurprisingly, given Australia s enduring love for television, platform and device proliferation, and challenging advertising markets, media companies are using live performances and events to leverage content assets through richer brand experiences. Program brands such as Masterchef and Top Gear have done this with concepts ranging from pop-up restaurants to more traditional merchandising related to the format. Attendance at live events increased from 16% to 18% (ranked in the top three sources of entertainment among Australian survey respondents) since last year and the potential of these as an auxiliary revenue stream is being realised by broadcasters, production companies and print media alike. 11

15 At the heart of this trend is a need to create a more compelling customer experience in an environment where there is enormous competition for the entertainment dollar and for consumers attention and in doing so, leverage multiple (physical and digital) touch points with consumers. Physical vs. digital media In thinking about how they will watch entertainment content such as recently released movies, packaged seasons of television programs, and similar video content in the near future, 50% of Australian consumers surveyed selected the use of physical media formats most or all of the time, one of the highest proportions amongst participant countries. Figure 10 Physical vs. digital media consumption (recently released movies, packaged TV series and similar video content) I will most likely watch and use physical media (e.g. DVDs and Blu-ray discs) nearly all or all of the time AUSTRALIA US FRANCE GERMANY ITALY 50% 43% 42% 48% 32% 64% 34% 35% 25% 51% I will watch a mix of both physical media and downloaded or streamed movies, television, and video content from online digital sources (i.e., over the Internet) AUSTRALIA US FRANCE GERMANY ITALY 29% 37% 34% 35% 37% 27% 40% 41% 44% 17% While physical media still represents the majority of overall consumption of these content types among all Australian survey respondents, 30% of Trailing Millennials and 35% of Leading Millennials intend to consume movie and TV series content in a predominantly digital format in the next 12 months. JAPAN JAPAN KOREA KOREA NORWAY NORWAY SPAIN SPAIN UK UK Figure 11 Physical vs. digital media consumption by age group (recently released movies, packaged TV series and similar video content) Thinking about how you will watch entertainment content in the next 12 months, which of the following best describes what you will most likely do? % Watch via digital sources Mix of physical and digital media Physical 34 media mostly 0 Trailing Leading Millennials Millennials Xers Boomers Matures The big questions As a TV business, how do I prolong the attractiveness of the medium as a form of entertainment? Is it about big, tent pole * formats from overseas or local programming? How do we prepare now for the inevitable shift from TV as the Millennials grow up? How do we develop channel or brand loyalty with this age group? How can we learn more about our viewers and users? How can we use that data to make more or better programs to enhance brand loyalty? Which other companies would that data be useful to? How can TV maximise value from the older generations, not losing sight of the fact that they have more disposable income and are more likely to watch scheduled TV? How can all entertainment businesses prolong the life of the physical formats (DVD, Blu-ray etc.) while still making money from them? As an entertainment business, how do we develop content or brand loyalty through multiple entertainment touchpoints with the consumer? * A tent pole is an industry term for a format or piece of content that is core to the broadcaster brand and customer proposition and around which ancillary revenues can be built. State of the Media Democracy Survey 2nd Edition 12

16 We are becoming digital omnivores, with more than a quarter owning a smartphone, tablet and a laptop 13

17 Media devices Tablet Laptop Smartphone Do not own but expect to buy within the next 12m Own and expect to use more or same in next 12m Do not own but expect to buy within the next 12m Own and expect to use more or same in next 12m Do not own but expect to buy within the next 12m Own and expect to use more or same in next 12m Taking our tablets Headlined by the advent of the ipad Mini in the Australian market in late 2012, the tablet market is continuing to evolve, with new entrants and rapidly increasing penetration 37% of all Australian respondents owned a tablet in late 2012, compared to just 13% in In comparison with international countries surveyed, only Spain and Italy reported a higher proportion of ownership (38%). Among Australian survey respondents, ownership is skewed towards Millennials, whilst over 75% of all age groups (except Matures) own a laptop or a notebook. Figure 12 Laptop vs. tablet ownership and usage Which of the following does your household own? Do you expect to use them more or less next year? 10% 6% 9% 8% 10% 6% 4% 5% 5% 4% 33% 19% 16% 17% 15% 12% 39% 40% 37% 31% 23% 56% 75% 80% 74% 85% 81% 80% 72% 60% Trailing Millennials Leading Millennials Xers Boomers Matures With the launch of hybrid tablets/notebooks (such as Acer Iconia and Microsoft Surface) device manufacturers and operating system providers acknowledged consumers existing affection for both tablets and notebooks in shaping a new device category one still so small that its sales are not individually tracked. Sales of hybrids (are these devices to be known as notelets?) to date may have been constrained by price (relative to substitutes), with some models selling for more than twice the price of the ipad. Hybrids represent another example of device convergence, which is being observed in other categories such as notebooks, netbooks and tablets. Likewise, in response to consumer needs and usage, it is possible that smartphones and tablets (the phablet ) may ultimately converge. The screen size of the phone/tablet combination provides a richer consumer experience without the inconvenience of carrying a tablet although these devices are most likely more suited to personal use and viewing content rather than work-related activities such as creating or editing documents on the go. Digital omnivores are a global phenomenon As shown in Figure 13, tablet and smartphone sales have driven growth of digital omnivores owners and users of multiple devices (laptop, smartphone and tablets). 28% of survey respondents own a smartphone, a tablet and a laptop. In considering which device was more valuable, 80% of all Australian respondents (and 90% of Leading Millennials) said that their smartphone was more valuable than their tablet device the Australian consumer s love affair with the smartphone is still going strong. State of the Media Democracy Survey 2nd Edition 14

18 Figure 13 Comparison of international multiple device ownership Which of the following does your household own? Smartphone AND Tablet AND Laptop 28% 26% 20% 22% 31% 7% 24% 36% 30% 25% Tablet AND Laptop 32% 32% 25% 25% 35% 11% 26% 41% 35% 30% Smartphone AND Laptop 59% 47% 46% 53% 64% 27% 61% 66% 64% 56% Smartphone AND Tablet 32% 27% 22% 24% 34% 9% 28% 38% 32% 27% Laptop 81% 75% 76% 78% 85% 67% 68% 85% 84% 81% Tablet 37% 36% 29% 27% 38% 14% 30% 45% 38% 33% Smartphone 68% 55% 55% 62% 72% 35% 85% 73% 72% 65% Australia US France Germany Italy Japan Korea Norway Spain UK Computers still device of choice While tablet ownership has surged, it is still not the device of choice for most Australian survey respondents. For almost every activity, (apart from voice calls and texting), including blogging, social networking and web browsing, the PC reigned as the go to device by a significant margin 1. Tablets remain a secondary device for most and even the beloved smartphone struggles to compete against the utility of laptops and desktops. Figure 14 Preferred device Of the features listed below, please list your preferred device (your go-to, cannot-live-without device for this activity): View or edit documents Make phone calls Updated social Networking pages Micro-blogging Browse the web Read Text messaging Read books Read news articles Watch TV programs 0% 20% 40% 60% 80% 100% Laptop/Desktop Smartphone or mobile phone Tablet Television Other Do not do/ Does not apply 15

19 From calls to cash Overall usage trends for mobile phones (both the smart and non-smart varieties) are generally consistent with last year, with the vast majority of respondents across all age groups continuing to use mobiles mostly for texting and phone calls (Figure 15). Use of mobiles to read has grown significantly since last year (from 33% to 48%), with Leading Millennials contributing the most to this increase (from 48% to 70%). Boomers and Matures have also increased their use of on mobiles, with Boomers rising from 19% to 35%, and Matures rising from 9% to 18% in the last year. There has also been a significant rise in the use of mobile banking, with 30% of survey respondents across all ages using their mobile for banking at least weekly (up from 20% last year). Compared to international survey respondents, Australians do more online banking than any other country except Korea. The introduction of banking apps such as ANZ s FastPay and the Commonwealth Bank s Kaching are likely to be contributing to this uptake, and as more banking features become available through apps, we expect this trend to continue across all age groups. Figure 15 Smartphone uses Of the features on your device that you do currently use, please select how frequently you use them (every day / weekly) Make phone calls Text messaging Read Browse the web Take still photos Updated social networking pages Online banking Watch usergenerated content Download free apps Micro-blogging Trailing Millennials Leading Millennials Xers Boomers Matures 0% 20% 40% 60% 80% 100% State of the Media Democracy Survey 2nd Edition 16

20 The future of the TV set TVs can be connected in multiple ways, either through embedded two-way connectivity that is part of their functionality (smart TVs) or through peripheral devices that are already connected, including Internet-enabled set-top boxes and games consoles. Purchase of smart TVs globally is likely to increase in 2013, although most will not be bought for their connectivity 1. With laptops, tablets and smartphones providing more intuitive browsing experiences, the smart TV will be unlikely to be a substitute for general Internet surfing and access. However, ownership of connected TVs is higher among Australian survey respondents (at 28%) when connections through other devices are included, with 24% of all respondents expecting to use them more or the same in the next 12 months. Ownership and usage is similar across different age groups, apart from Matures (77% of whom do not own and have no plans to buy a connected TV). Figure 16 Connected TV ownership and usage Does your household own a connected TV? Do not own and do not plan to buy 57% 54% 58% 61% 77% With the introduction of Ultra HD TVs (4K/8K) at least months away, the challenge for broadcasters and content creators is to both create exclusive and compelling content to be consumed on connected TVs. Point & Shoot vs. DSLR the split in the digital camera market Perhaps surprisingly, the expected disruptive effect of the multi-functional smartphone and tablet devices on the digital camera market has not stunted ownership of, or demand for digital cameras (particularly DSLR models), with ownership of these devices strongest among the Matures (with 79% indicating ownership and 72% likely to use them the same amount or more in the next 12 months). Innovations in the point and shoot market such as improved optical zoom functionality, bigger image sensors and cameras with built-in 4G/Wi-Fi capability are seeking to counter the threat of the low to mid range DSLR models and challenge head on the shortcomings of smartphone and tablet cameras. Similarly, increased connectivity in point and shoot cameras strives to address the instant sharing capability of smartphones and tablets and may in the short term help stand alone cameras retain relevance with consumers. Do not own, but plan to buy Own and expect to use less Own and expect to use more or the same 10% 13% 13% 14% 9% 6% 4% 2% 2% 2% 28% 28% 27% 23% 11% Trailing Millennials Leading Millennials Xers Boomers Matures 17

21 Home entertainment device ownership The past 12 months have seen a shift in the home entertainment market. Newer devices have grown in popularity, with DVR ownership rising from 25% to 45% since 2011, and 3D-capable TV ownership up from 6% to 19% among Australian survey respondents. Blu-ray player ownership has also risen among Australian survey respondents, from 15% to 28% since last year. When Blu-ray enabled gaming consoles are included the proportion of Blu-ray ownership increased to 51%. This upward trend may well continue, particularly if Ultra HD TV takes off and Blu-ray discs capable of storing 4K content reach the market. The big questions How can we best use the blurring of lines between devices (i.e. notelets and phablets) to empower our workforce to be more mobile? And more productive when on the move? How can we tailor our product offering across channels to maximise the best features of each device? What role should broadcasters, content producers and manufacturers be playing now in defining and agreeing new standards to support the next generation of high definition TV? As advertisers, how should we respond to the rise (and rise) of DVRs in our approach to TV advertising? For advertisers, the rise of the DVR is the one to watch. While DVRs grew in popularity across all countries surveyed, ownership amongst Australians grew the most since 2011, where ownership is now the third highest behind the US (51%) and UK (56%). With the ability to skip through commercials remaining one of the favourite features for DVR owners, the influence of television advertising may soon come under threat. Figure 17 Home entertainment device ownership Which of the following does your household own? DVD player Flat Panel TV VCR DVR Non-Flat Panel TV Portable DVD player Blu-ray player (standalone) Blu-ray player (in gaming console) 3-D capable TV 25% 34% 29% 34% 29% 28% 15% 23% 14% 19% 6% 68% 57% 64% 71% 51% 48% 45% State of the Media Democracy Survey 2nd Edition 18

22 Our online activities are all about search... and social 19

23 Internet Online search the juggernaut rolls on Search engine use is the most common activity conducted online by all generations except Matures 83% of Australians surveyed search online on at least a weekly basis and 58% do so daily. At present, social networking has a long way to go before it challenges the supremacy of search engines from a consumer (e.g. frequency and utility) and commercial perspective. Social networking sites are seeking to compete more directly with Google in the online-display advertising market. As an example, Facebook recently acquired Atlas Advertiser from Microsoft to add to its campaign targeting and measurement capabilities an area in which Google has ruled for many years. Overall, similar online activities are performed across the different age groups, with search, news consumption and ing friends and family the most common behaviours across all respondents. Trailing Millennials have a different behavioural profile with more social media activity, listening to or watching content generated by others and instant messaging more prevalent. Both younger age groups (Trailing Millennials and Leading Millennials) rank social networking in their top five online activities, while older age groups are more likely to use as a mechanism to connect with friends and family. The fact that reading news was in the top five online behaviours for all age groups surveyed is good news for publishers and advertisers. While they still need to be responsive to alternative models of delivering up to the minute headlines (e.g. Twitter s acquisition of Summify), these behaviours indicate that advertising in news sites is still valuable inventory. Compared to international markets surveyed, the range of online activities undertaken by Australian survey respondents appears to be more concentrated, with a higher propensity to socialise on the Internet than in most other countries except Italy, UK, US and Spain. Otherwise, Australian respondents are watching less TV, seeking less personal interest information and watching less sport online than survey respondents in most other countries. Figure 18 Most common online behaviours Which of the following online activities would you say you are doing everyday or almost everyday (5-7 times per week)? Trailing Millennials 1 Using search engines like google, yahoo!, etc. 63% 2 Socialising (via social networking sites, chat rooms, or message boards) 44% 3 Instant messaging with friends or family 33% 4 5 Watching or listening to content created by others (websites, photos, videos, music, and blogs) Reading about local news, weather, or current events 26% 22% Leading Millennials 1 Using search engines like Google, yahoo!, etc. 56% Socialising (via social networking sites, chat rooms, or message boards) Reading about local news, weather, or current events Reading national or world news, weather, or current events 38% 37% 33% 5 ing with friends or family 26% Xers 1 Using search engines like Google, yahoo!, etc. 61% 2 3 Reading about local news, weather, or current events Reading national or world news, weather, or current events 41% 35% 4 ing with friends or family 28% 5 Seeking personal interest information (entertainment, travel or leisure, or hobbies) 19% Boomers 1 Using search engines like google, yahoo!, etc. 55% 2 3 Reading about local news, weather, or current events Reading national or world news, weather, or current events 42% 40% 4 ing with friends or family 39% 5 Seeking personal interest information (entertainment, travel or leisure, or hobbies) 14% Matures 1 ing with friends or family 53% 2 Using search engines like google, yahoo!, etc. 51% Reading about local news, weather, or current events Reading national or world news, weather, or current events Seeking personal interest information (entertainment, travel or leisure, or hobbies) 42% 39% 12% State of the Media Democracy Survey 2nd Edition 20

24 Attitudes to social media Almost half (48%) of Australian consumers across all age groups updating their social networking pages every day or almost every day, ( 5-7 days/per week ). Australian consumers are on par with other connected countries when it comes to valuing socialising and connecting with friends through social media channels. Compared with last year s results, sentiment about whether social media is a satisfactory alternative to in-person interactions has largely remained static (39% of all Australian survey respondents), but has declined marginally in Millennial and Xers age groups; with Trailing Millennials dropping from 60% to 48%, Leading Millennials from 49% to 46% and Xers from 46% to 45%. Overall, those surveyed agreed that the main value of social networking was that it allowed the respondents to interact with their friends more frequently than would be possible offline, but it seems it is still hard to replace quality time with quantity time. Figure 19 Attitudes to social media Please indicate how much you agree or disagree with the following statements. Summary of agree somewhat/ agree strongly The need for speed.and good news for an NBN 54% of Australians would pay more money for faster Internet and 59% would view more videos online if their Internet connection speed were faster. The percentage of overall respondents watching TV content on the Internet daily, has increased from 21% last year to 26% in this year s survey. Further, this behaviour is consistent across all age groups, with 27% of Matures and 25% of Boomers also watching television programs online, where this was skewed more towards younger age groups last year. The desire for faster Internet connections and the willingness to pay is also observed across all age groups, although the percentage of younger respondents who are willing to pay more is the highest (73% of Trailing Millennials) although they are not likely to be the household buyer. Compared to global data, Australians have one of the highest percentage of respondents who are willing pay more for faster Internet connections. Figure 20 Willingness to pay I would pay more money for faster Internet (Agree strongly/somewhat) 73% 77% 69% 64% 69% 63% AU UK US 45% 39% 34% AUSTRALIA US FRANCE GERMANY ITALY JAPAN KOREA NORWAY SPAIN UK 54% 59% 26% 47% 50% 23% 51% 51% 48% 50% The main value of social networking sites is they allow me to interact with more friends (more frequently) than I ever would be able to 'offline' When I need to connect with my friends,social networking sites, IM and texting are a good way to satisfy my needs Time I spend interacting with friends electronically, throgh IM, texting or social networking sites is just as valuable as time we spend together in person 21

25 Accessing the Internet when mobile The number of devices through which people can access the Internet has increased markedly over the past few years. Since 2009, mobile Internet usage has doubled year on year and Australian mobile Internet access has risen by 208% over the same period 3. Furthermore, the acceleration in mobile access to the Internet has not impacted people s more traditional use of the Internet (such as home or office based activities) and is seen as additional net Internet activity 4. As a result, it is no surprise Australian survey respondents prefer smartphones as the primary device for accessing the Internet when on the move. Leading Millennials are leading the charge, with young professionals increasingly reliant on their smartphones to access s and other digital content. The big questions How do we keep pace with the fragmented, non-linear and increasingly complex digital landscape to ensure we are targeting customers through their preferred channels? How do brands take advantage of the power of online reviews and recommendations? Have we sufficiently explored how to best take advantage of the advent of improved connectivity (e.g. 4G/NBN)? How much emphasis have we placed on providing a seamless multi-channel experience across our range of digital and non-digital platforms? In contrast, Matures have thus far failed to embrace smartphones as their primary device for mobile Internet consumption (only 10% using data and 12% WiFi). This aligns to the survey findings that only 35% of Matures currently own a smart phone, compared to 68% of all survey respondents. State of the Media Democracy Survey 2nd Edition 22

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