Australian Media Consumption Trends 2015 - Created by Ryan Northover - Ninja Digital 2015. How Are Australians consuming media in 2015? How is the media influencing buying behavior? How can brands get insight into the way we consume and are influenced by media in 2015? A report for brands in Western Australia and Australia.

1. Australian Media Consumption &
Advertising Report - 2015

2. About This Report
Understanding the changing media landscape is crucial.
The way Australians are influenced by and consume media has changed
dramatically in the last several years.
We must seek to understand and find actionable insights on these trends.
This report outlines the current state-of-play in the media landscape, how
and where people are consuming media and how powerful and influential
each medium is on decision making and behaviour.

3. Forewood
The influence and power of radio and print is on the wane, however, TV is
stronger than ever thanks to multiple device behaviours, and on-demand
streaming technology.
Smartphones have revolutionised the way we consume and think about
media.
The way we communicate and the rate of which we communicate has
changed dramatically, in-fact Australians are more socially connected
online than almost any other country on Earth.
81% of us trust information passed onto us as recommendations from
friends and strangers alike via social media.
Brands are becoming media content creators themselves, as much as they
pay to be on other media.
The way in which we consume media is more complex and sophisticated.

4. Source: eMarketer.com, Deloitte, SalesForce
3.10
2.12
0.43
4.29
1.20
0.15
Average Time Spent on All Media in 2014
(Hours per day -Australians 18+)

5. 26%
16%
4%
40%
10% 5%
Share of Time Spent on All Media in 2014 (Percentage of
Time - Australians 18+)
Source: eMarketer.com, Deloitte, SalesForce

6. The Power of Mobile
25% of all media is consumed on mobile devices.
Only 1% of marketing spend is on mobile. – VP Facebook Asia-
Pacific

7. The Power of Mobile
84% of Australians own a smartphone.
55% of Australian’s are ‘digital omnivores’ – own multiple devices.
49% use a mobile or tablet while consuming other media (print,
radio, TV)
70% of social media activity is on a mobile device.

8. Power of Social Media
55% of Australians updated or checked their social media
daily.
Anywhere from 1 to 20+ times per day.
In 2011, only 20% of Australians did so.

9. Power of Social Media
in Western Australia
Social networks like Facebook, Instagram and LinkedIn
are now play an important part in the daily lives of
Western Australians.
Most brands in WA are not taking advantage of the
social media revolution.
2 in 3 Western Australians actively use social media.

10. Power of Social Media
in Western Australia
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Monthly Active Users- Western Australia

11. The Power of TV & Video
Australians are spending more time consuming video content than
ever before – up to 5 hours per day .
40% of all media consumption time is TV or online video.
25% of Australians are expected to stream video via an online
subscription service by 2016.
Produced by Ryan Northover. Source:
eMarketer.com, Deloitte, SalesForce

12. Influence of TV- Multi Tasking Devices
50% of Australians 18+ use a digital device to multi-
task while watching TV.
39% will surf the web.
25% will use social media.
24% read email.
25% of multi-tasking directly relates to the content of
TV program being watched.

13. The Power of Influence
“If you tell the story, that's advertising.
If a customer tells the story, it's the truth to anyone who hears it.”
– Bill Quiseng, Chief Experience Officer (Marketing Commentator)

14. Influence of Media by Type on Buying Decisions
81%
62% 59%
54%
59%
47%
40%
35%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Influence by Media

15. In a uniform situation, brands should allocated media spend
the following:
25% to mobile.
10% to desktop.
40% to TV.
10% to print.
10% to radio.
5% to sponsorship/activation/other.

16. To stay relevant to consumers and ahead of
competitors by engaging in the right media at the right
time, working with media and developing
sophisticated strategies to understand and act rapidly
on evolving technology, values and behaviours.

17. References
1. Deloitte Technology, Media & Telecommunications Trends 2014.
2. Deloitte Media Consumer Survey 2014.
3. Australian Advertising Market Forecast Annual Update 2014.
4. Sales Force, Mobile Behaviour Report 2014.
5. Australian Social Media Statistics, SocialMediaToday.com.au January 2015.
Produced by Ryan Northover, Marketing Strategist,
February 2015