Online Retailing – Unfashionable Down Under

About a year ago I first broached the topic of the lack of digital investment by Australian retailers, and 1 year on it seems whilst we have progressed we are still falling further behind the digital 8 ball. This trend seems to ring true – particularly within the fashion sector whereby Australia is hemorrhaging online sales to overseas counterparts.

Online Australian Consumers Wont Wait For Fashion Retailers

Online Retail WebsiteAccording to stats released by the online retailers conference in Australia more than 45 per cent of all online retail sales are currently going offshore from Australia. This compares with just 14 per cent in 2005. And whilst fashion is not the only segment whereby Aussie retailers are missing out to overseas competition, it seems that international fashion retailers are actively pursuing Australian consumer $$$$ and are rubbing their hands together in the process.

According to a recent article in the Sydney Morning Herald, several British and US retailers have exploited the lack of investment in eCommerce fashion in Oz. In April, the British online designer boutique Asos.com listed Australia as its fourth-strongest international market behind the US Denmark and France and Net-a-Porter also lists Australia as ”one of its biggest international markets”. Whilst America’s Revolveclothing.com says Australia is its third biggest market outside the US.
It therefore seems Australian consumers have a healthy appetite for buying fashion online and are going abroad because of the lack of choice in the local market.

Can Clothing Retailers Afford Not To Do It?

Many Australian fashion retailers are still yet to realise the value in online retailing, however there are a select few that have made an investment in the space and are deriving significant value from their online stores. Witchery, for example, lists its online store as its fourth most profitable outlet, out of 80 stores nationally. And Mimco, which is owned by Witchery Holdings, ranks its online store as its 10th most successful, with turnover of about $90,000 a month.

However it is not only profitability and revenue that is delivering value for brands. Online stores have provided brands such as Guess and Sportsgirl with the ability to reach out to consumers in cities and towns that are not close by to bricks and mortar outlets;

Simon Nankervis, Managing Director of busbrands which owns the rights to Guess in Australia said about 80% of the sales within the past week have been from areas where Guess does not operate a retail location, and he wants it to stay that way. “This is being done by consumers where there is no retail location, such as the Northern Territory, or like in other parts of Western Australia as we only have one store in Perth.”

The Threat Of Inaction

online fashion retailForrester Research predicts Australian online spending will grow to $32 billion by 2012, with further evidence to suggest that this could just be the beginning. Figures from IBISWorld show that online sales may eventually reach $75 billion as more retailers increase the efficiency and reliability of their online channels.

Fashion retailers need to realise that getting the right mix for success is not an easy task in the online world and fashion retailers need to be ramping up their online stores now to;

1) Gain a larger slice of the current consumer online fashion spend
2) Ensure that they are well established to capitalise on the future revenue opportunity which is presenting itself.
Inaction is not an option – if eCommerce and digital strategies do not become fashionable for Australian clothing retailers soon, the brands that do not move with the times maybe left behind like last seasons unpopular lines.
What are your thoughts on the lack of eCommerce investment by Australia’s fashion retailers?

Article References
www.smartcompany.com.au/retail/20100217-fashion-brand-guess-opens-web-store-in-bid-to-expand-retail-reach.html+online+fashion+retailing+australia&cd=4&hl=en&ct=clnk&gl=au
http://www.smh.com.au/lifestyle/fashion/new-york-london-paris-prized-labels-just-a-click-away-20100515-v5j7.html
http://www.insideretailing.com.au/Latest/tabid/53/ID/8174/Aussie-retail-dollars-head-overseas.aspx

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SEO Roundtable / Conversation Cafe in Melbourne

SEO Marketing

If you currently working in an SEO role or in the digital space and are interested in joining a discussion about the state of the search market in Australia then this event could be for you. As one of the facilitators at the SEO roundtable in Melbourne being held by Internet Retailing, it would be great to see a range of client side and agency SEO / marketing professionals at the event!

Running for a 2 hour period (from 6 – 8pm), this event aims to bring people together to discuss the latest techniques being used to improve organic search results. If you are interested in coming along please visit the URL below.

Hope to see you there.

http://www.internetretailing.com.au/learn-about-seo.html

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Google All A Buzz About What?

Google Buzz

Sooner or later Google was going to make a much larger play for the social media market. With over 1 billion searches happening a month on Facebook alone, and social media overtaking search as the largest online category – Google was threatened. There were talks of a buy-out of Twitter and other discussions with networks in the past but nothing came to fruition so Google has gone it alone.

Will you get a Buzz out of Buzz?

With the recent exposure of Buzz you might be thinking what I was – Buzz sounds like Google Wave right? After some initial poking around my conclusion is that it is like Wave except for one differentiating factor – it’s integrated into your Gmail Account. This I believe has been a smart move by the search giant. If Google is ever to crack this market, they know the only way to do it is to leverage their existing Gmail user base, whom already have established contact lists.

However despite all of the hype, will it be a tool that revolutionises the industry? Let’s take a more in-depth look at what the tool offers;

Facebook and Twitter SearchIt’s a bit like Twitter; Users on Buzz can post updates and decide whether to share them privately or with the world. As users are looking for more flexibility in social media to decide whom they will share content with, this might provide users with the control they are looking for.

It’s a bit (actually a lot) like Facebook; Users can share photos, videos & their status with their connections. There are some cool ways users can view photos and comment on content but it’s probably not going to convert the masses.

It’s a bit like Foursquare; Users can tag the location of their tweets and also view tweets on a map in surrounding areas. Unlike Foursquare where conversations occur about a particular location / thing to do, Buzz is more about general conversations occurring in particular locations and being tagged for user benefit.

It takes some elements from Friendfeed; Like FriendFeed Google Buzz allows users to aggregate content from Twitter, Picaso and a few other social applications. It is important however to note that users cannot feed in content from their Facebook profile.

My Verdict

The most under-developed market in the social world is geo-location social media and I believe Google could carve a good slice of this market. Outside of this, my view is the functionality is largely undifferentiated, and I don’t think it will be enough to draw users away from their existing applications. With Facebook now boasting over 400 million users, Google has their work cut out for them as their Gmail user base only has 176 million users. In my opinion this is one war Google wont win with Buzz and maybe Google’s last hurrah for social media. With its many failed attempts Google may have to sit on the social media sidelines and be content with integrating social into their search offering.

Want to know more about Buzz – view the official Google video here

Got an opinion on how Buzz will change the social landscape – would LOVE to hear it, please comment below.

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40 Mind Blowing Australian Digital Statistics

compilation of Digital Statistics 2009

It’s been a big year in digital for Australia. And a big year should be rounded off with my biggest compilation of digital statistics. So here they are;

General Internet Usage Statistics

1. At the end of June this year, the Australian Bureau of Statistics reported 8.4million active internet subscribers in Australia. Sunshine Coast Daily, June 2009
2. According to ComScore Australia’s internet population over the age of 15 in 2009 grew to 12.6 million Australians from 11.3 in 2008. ComScore, November 2009
3. 19% of Australia’s internet population is 55+, 18% is 45 – 54, 21% is 35 – 44, 20% is 25 – 34 & 21% is 15 – 24. ComScore, November 2009

4. In October, Australian users spent 27.2 hours browsing online. Nielsen, November 2009
5. According to ComScore some of the most popular retail categories visited online by Australian internet users include Computer Hardware 22.4% of internet users, Books 21.4% of internet users& comparison shopping sites 18.2%. ComScore, November 2009
6. Around 3 million Australians illegally download music every year, that is 1 in 4 Australian internet users. November 2009

Social Media MarketingSocial Media

7. A study on social networking usage in Australia, found more than 70 percent of Internet users in Australia visited a social networking site in June, up 29 percent from the previous year. ComScore, August 2009
8. Facebook’s now accounts for 29 per cent of all time spent online by Australians – this has seen research group Nielsen define the trend as Facebook Time and Non Facebook Time.Nielsen, November 2009
9. October social networking usage – Facebook’s unique audience was 8.1 million, followed by MySpace which was steady on 2.3 million users while Bebo lagged well behind on 358,000. Nielsen, November 2009
10. Australian Facebook users uploaded 80 million pictures, wrote 32 million wall posts and 45 million status updates in October. Nielsen, November 2009
11. Twitter growth in the past 12 months in Australia equates to 1150%. November 2009

12. 79.1% of internet users in Australia view online video. Universal McCann, July 2009
13. YouTube receives 6.17 million monthly Australian visitors. ComScore, 2009
14. Wikipedia received 5.2 million Australian visitors. Nielsen, November 2009
15. Blogger received 3.1 million Australian visitors. Nielsen, November 2009
16. Yahoo!7 Answers received 2.5 million Australia visitors. Nielsen, November 2009

Online Advertising

Ad Placement17. Australians are some of the least likely to click on online display ads in the world. Latin America and Europe record double the CTR in Rich Media than that of Australasia and North America with the global average standing at .1%. Eyeblaster Research, 2009
18. One third of Australian consumers exposed to an online ad are able to recall that ad when asked. Nielsen Online, November 2009.
19. Australia’s online advertising industry hit record levels for Q3, with online ad spend now equating to $466 million. IAB Australia, November 2009
20. Search and Directories account for 51 percent of the total advertising expenditure in Oz General Display accounts for 26 percent and Classifieds 23 percent based on Q3 2009. IAB Australia, November 2009

21. Search and Directories grew 12 percent for Q3 year on year; while General Display declined 3.8 percent and Classifieds declined 5 percent. IAB Australia, November 2009
22. Online video advertising equates to 4% of the total general display advertising market in Australia. IAB Australia, November 2009
23. CPM advertising equates to 75 percent of the general display category, with only 22 percent reported for response and 3 percent for hybrid in Australia. IAB Australia, November 2009
24. Finance, Computers & Communications and Motor Vehicles dominant General Display advertising, comprising of 42 percent of the General Display spending. IAB Australia, November 2009

Mobile Phone

Mobile Internet Usage Habits25. A third of all Australians now check emails on their handset. Australian Interactive Media Industry Association Survey, September 2009
26. Year on year Australians accessing social media sites from their handset have grown from 7% to 32%. Australian Interactive Media Industry Association Survey, September 2009
27. Telsyte forecasts that mobile ad spend will grow to $20 million by the end of 2009 from just $7 million in 2008. Business Spectator, November 2009
28. Page views of Australian mobile internet sites grew 24.4% between October 2008 and July 2009. July 2009

29. 39% of Australian respondents stated in a recent survey that they would accept ads on their mobile phone in exchange for free mobile content or special offers. AIMIA, September 2009
30. 43% of Australian respondents stated in a recent survey that they had used their phones to carry out a mobile search in the last 12 months, compared to 47% who stated they intend to do so in the next 12 months. AIMIA, September 2009
31. 25% of respondents have used their mobile phone for banking in the last 12 months. Males, (26–40 year olds), and those single or living independently are more likely to use the phone for banking. AIMIA, September 2009
32. 14% of respondents to a recent survey stated they have used their mobile phone to buy things not for their mobile phone. Males, those living single independently, and those 25 years and under were also more likely to use their mobile phone to pay for other things.AIMIA, September 2009

eCommerce
33. About three per cent of retail spending is online in Australia, whereas in the USA and the UK it is between six and eight per cent. November 2009
34. Australian online shoppers spend about US$1000 per year online. November 2009
35. In Australia 27 per cent of online shoppers prefer to pay with PayPal which is the 2nd strongest market for PayPal globally. Nielsen, 2009

Search
Onsite Search36. In Australia year on year there has been a decrease in one word search terms of 2.3% and two word search terms of 1.9%. Hitwise, November 2009
37. Search requests longer than three words have increased over the past 12 months by 2.8%. Four – words have increased 1.2% and 5 words plus have seen a solid increase over the past two years, with a 1.2% increase in the past 12 months. Hitwise, November 2009
38. Bing’s search queries having a far greater proportion of single and two word requests, 56.2% versus Google.com.au’s 46.7%, Google.com’s 47.0% and Yahoo!7 Search’s 48.1%.Hitwise, November 2009

39. Google’s share of search as at 1st week of November was 87.79%, whilst Bing was 4.59% and Yahoo was 6.27%. Hitwise, November 2009
40. According to Hitwise search is the largest online category in Australia at 12% followed by social media at 10%. Hitwise, November 2009

References

http://www.smh.com.au/digital-life/mobiles/aussies-call-an-end-to-just-phoning-on-mobiles-20090929-ga33.html
http://www.thesheet.com/nl06_news_selected.php?act=2&stream=1&selkey=9187&hlc=2&hlw=
http://www.news.com.au/couriermail/story/0,23739,26380786-23272,00.html
http://www.iabaustralia.com.au/index.php?/news/story/online_advertising_posts_highest_quarter_ever_-_466_million
http://www.aimia.com.au/enews/mobile/090929%20AIMIA_Report_FINAL.pdf

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A Long Long Road Ahead – Australia’s Digital Industry

Australia's Digital Industry

6 weeks ago I returned to Australia after a 2 years of working in the UK digital industry.

Despite keeping a very close eye on the market here I felt like a freshie jumping back into the Australian digital pond. And so now as I establish myself in my new role and am getting re-acquainted with the market I feel I am well equipped to give a outsiders views on our industry – before I become completely sub-merged in it.

Since returning I have invested a lot of time in establishing a digital roster and also found time to attend the Digital Marketing & Media Summit 2009 in Melbourne. All of this listening and active dialogue with “experts” in the space has allowed me to draw some conclusions on the state of our market – which demonstrate some very harsh realities. It’s a long long road ahead!

Let’s start with agencies – over the past few weeks I have met with a whole host of agencies ranging from so called search experts to digital generalists and whilst there are some shining stars, the rest resemble cowboys in the wild west. I am amazed by the many high profile search agencies that sell their automated link building services through their “network” of sites, and digital agencies who clearly display a lack of basic knowledge of how to structure an email template. So it is no wonder there is not a flurry of digital case studies demonstrating successful monetization of the channel here in Australia.

Digital Marketing & Media Summit 2009However the cream on my digital cake was today when I attended the Digital Marketing & Media Summit 2009 which showcased what should have been the creme de la creme of the industry. Putting aside the few star performers, the majority left me wondering where some of the truly good examples are hiding. To hear Nissan’s agency discuss their latest campaign was a real eye opener. Their agency expressed as part of the z370 launch there was a Facebook page which low and behold resulted in replies from consumers to their surprise. So what happened? This caused a problem because no one could monitor it therefore their move into social media was considered by the agency as an unsuccessful attempt showing the sheer lack of knowledge of the space.

Or perhaps what was more frightening was the iSpyLevi case study where the agency was asked if the campaign showed any contribution to sales which the agency replied that they didn’t know. I understand that social media doesn’t always have a direct flow on effect but with such a high profile campaign surely there was some uplift and what’s more surely the agency would want to know this important information. And to top it off during the campaign period they took their site down, in a time where users should most likely be attracted to their site to possibly buy.

So in an industry where client side professionals are dependent on agencies to advice, it’s no wonder senior executives are still worried if an investment in a certain area of digital will pay dividends.

So faced with this market, what is a client marketer to do? From one client side marketer to another here are my top tips to navigate the agency landscape and find suppliers who get digital;

1) Client side marketers need to invest more time to learn about digital from the local and global industry. Gather your knowledge from trusted sources and retrain yourself so you can make educated decisions. Sites such as digitalministry.com.au, internetretailing.com.au and even the blog onlinemarketingbanter.com are great places to start locally. Globally leverage sites such as eConsultancy.com, sphinn.com (which is a social bookmarking site for marketers) or davechaffey.com for digital in general or for search usesearchengineland.com, seomoz.org or even seobook.com
2) Question your agency and re-question their abilities. If they have done one campaign it doesn’t make them an expert – and if they are a traditional agency question if they really have the ability and knowledge in the digital space. Your brand is not a playground for experimentation.
3) Meet with lots of suppliers before making a decision. There are good agencies out there but you need to spend the time to find them.
Social Media Metrics4) Go by recommendations; Of the few digital professionals you trust or look up to on the client side – seek their recommendations PS if you are still unsure on this one and need some help drop me a line am happy to provide recommendations.
5) What about the metrics – Find out what the agency has delivered – not just view their creative. Many agencies are so proud of their micro-sites and mobile apps that they haven’t had time to stop and measure what they have delivered. Yes this in a space which has far more measurability than any other.
6) Ask for transparency – This is particularly crucial for search – if an agency cannot provide visibility of your AdWords account or will not tell you what they are doing to get you to rank in Google then run for the hills. If your site gets blacklisted for bad SEO behaviour your URL will be stripped from the index with a slim chance to return or rank again.

What do you think about the Australian digital industry? I would love to hear your thoughts.

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Has Google Stepped Away From Its Motto – Don’t Be Evil?

I have a slight problem, one which I struggle with and well it is in fact a big problem……. it’s Google. Google has changed our lives and is probably one of the or if not the most influential brands of our time. But since Google was formed in the university dorms by the Google Guys a lot has changed and it seems Google has forgotten the very core of what they stand for – don’t be evil!

Looking at it from a marketers perspective I am torn about how I feel about the brand. On the one hand, I am concerned by their domination in search and how the lack of competition will drive up paid search costs in the coming years. This will have a massive impact and price many small businesses out of the market, which are those same businesses who over the past 5 years have built their business around the search engine.

However on the other hand I am grateful for the way they have transformed the online media industry almost forcing platforms to move to a cost per action model enabling marketers to deliver guaranteed return from investment. And even more so I am pleased to see Google keeping the “bastards honest” as they say in the analytics industry.

And whilst I hold high admiration for their level of innovation I am concerned just how far Google will go in the name of profit. You see the bottom line is Google is a media company. And like any media company Google must enhance the user experience as much as possible to keep the money rolling in – and this is at the expense of many industries that fund their own existence.
So whilst Google dominates the search landscape this is not enough for them. Google has their eyes firmly set on 3 core areas. So what are they and what is the impact on the existing market players and the industry.

Smartphones1. Mobile Space

Google knows the mobile battle ground is one that needs to be fought given its potential in the coming years. However for once it has some stiff competition with Apple. It although seems the pursuit to innovate will impact more than just Apple themselves. Only 2 days ago Google announced their intentions to weave technology for driving directions and road data into new versions of its Android operating system for smartphones, which is wrecking havoc to the Satellite Navigation industry.

2. Own Vertical Segments

Google also realises that horizontal search engines don’t cut the mustard like they used to. Engines that are able to aggregate different forms of data and provide a more rich user experience throughout the various stages of decision making will dominate the search landscape. As such in Australia Google has its sights set on the property sector having released their own property search overlay on Google Maps. In addition if we look further afield to the US we see that Google has also made a move into the mortgage market. Google has also shown they want a greater share of the music pie launching “OneBox” in conjunction with MySpace’s iLike and Lala.com. This is definitely just the beginning and unfortunately this could spell an end to the aggregator models that dominate industries such as jobs, finance and even travel.

Social Media Strategy3. Social media

This is definitely one area that is threatening Google’s revenue model. Users are spending increasing amounts of time on social sites. As a category in Australia social media is about to overtake search engines and this is likely to be similar across the world. Google’s latest move in the social search space is its first major step to try to bring consumers back to Google by acting as a central source for their social media activities.

Google’s social search also aggregates a users social circle activities with existing search results – adding a more dynamic way of aggregating social elements into the existing search infrastructure. View more information here. This combined with Google Wave signals there need to be getting a greater slice of the pie in this market. But this is one area that I think they can’t win and thus we will continue to see Google attempt to acquire some of the big boys as their efforts fall short of engaging consumers…….. at least for the next few years.

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7 Australian Social Media Examples & Case Studies

Social Media Marketing

With social media usage exploding in Australia, many Australian organisations are seriously considering social media to support the achievement of marketing objectives. And whilst the creation of Facebook fan pages and a Twitter account springs to many minds there is so much more opportunity out there.

This post provides a collection of social media examples from Australia to showcase some of the campaigns that have circulating our shores over the past 6 – 9 months and to inspire many more to come.

Tourism Queensland’s – Best Job In The World

The launch of a global campaign to find a caretaker of paradise island in Queensland saw Tourism Queensland generate over 203 million euro’s worth of PR globally from a spend of 570,000 euro’s. The competition drew 34,000 video entries from over 200 countries.

Australian Tourism – Leveraging Specialist Bloggers

Australian TourismTo extend its reach on the web Tourism Australia invited leading online opinion leaders to experience Australia. Tourism Australia aims to work with these key influencers to drive the desire in others to travel to Australia through positive word of mouth commentary.

View one of the posts

Sportsgirls Forum

Sportsgirl have stood up and taken note of the social shopping trends overseas and built their own online forum. Since its launch 3 months ago the forum shows very strong engagement and interaction and is definitely worth a mention.

Childcare Chat

With all of the previous bad PR circulating ABC Learning, ABC has launched an online forum to enable parents to share experiences and knowledge. This is definitely one of the more risky concepts given the negative high profile image of ABC Learning, however it demonstrates that the brand is willing to actively solicit conversations in an open forum about its brand whilst also providing a platform for peer to peer advice and knowledge to be shared.

View more about the strategy

Wrigley’s 5 Gum Launch

Wrigley's 5Gum CobaltWrigleys launched its new 5 gum chewing gum with an integrated campaign including various formats of social media including Twitter, Flickr and YouTube. It seems from results some social channels were more successful than others – but with over 15,000 viewers viewing YouTube video’s it is not a bad effort.

View more about the strategy
View their YouTube channel

Virgin Blues Tweet Sales

Virgin Blue trialled a new sales channel by offering 1000 $9 flights through Twitter to celebrate its 9th birthday. Flights were snapped up during the first day of the sale.

View more about the results

Borders Online Chain Story

Borders in-conjunction with James Patterson launched the worlds first chain story. James Patterson wrote the first and last chapter with aspiring writers and fans called on to write the remaining 28 chapters. A unique way to tap into the community, the campaign drummed up publicity on Fairfax and News Limited. Not to mention coverage on Radio National, ABC Radio Melbourne and Radio 2UE.

View more about the strategy

This is obviously just a sample of some of the social media examples in Australia. If you know of others please share them below.

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14 Quick Australian Digital Trends

Online Trends

They just keep coming and coming. Although I try to compile quarterly updates on useful statistics from the Australian digital market, I have stumbled across some that are just so interesting that I had to share them. So here you go, some juicy digital trends and statistics I have found over the past 4 weeks.

Australians Digital Consumption

1. In a recent Telstra survey completed by 1200 Australians, 25 percent cited ‘surfing the internet’ for entertainment as a way of trimming their spending in these tougher economic times. – IT Wire
2. However statistics show a contradiction to the above, particularly with younger adults. According to Lifelounge’s annual Urban Market Research internet usage by those aged 18 – 30 dropped over the past 12 months, with those questioned spending an average of 8.6 hours a week on the web, down 30 minutes on last year. – Digital Media

Social Media

Social Media Strategy3. Nearly 9 million Australians visited a social networking site in June, making it one of the most popular content categories on the Web.
4. Facebook was the most visited social networking destination with more than 6 million visitors and grew by 95 percent from the previous year. MySpace Sites ranked second with 3.5 million visitors, up 5 percent.
5. Twitter witnessed the most substantial growth, surging to 800,000 visitors in June, up from just 13,000 visitors a year ago. –
6. Orkut also grew substantially: 252,000 visitors, up 607%.

Search

7. ‘Bing’ was the second most searched product or service on Google’s Australian site, falling second only to ‘Twitter’. – Searchology Event
8. According to Google Australia the top 10 retail searches this year are, Kmart catalogue, Target catalogue, IKEA Australia, Coles Online, Bunning’s, Fantastic furniture, Sportsgirl, Good Guys, Rebel Sports and Crazy Johns. – Smart House
9. The number of advertisers using Google AdWords continues to soar at rapid rates and now the number of Australian advertisers using the services equates to approximately 50,000 advertisers in Australia. – Sydney Morning Herald

Mobile

10. 215,000 smartphones were sold in the June quarter, compared to just 32,200 phones sold in the same quarter during 2008 – Smart Company
11. More than a quarter of Australian mobile users have now accessed the mobile internet, according to the Sensis eBusiness Report.
12. The Sensis eBusiness report found 25% of all respondents had purchased a ringtone, 25% had undertaken mobile banking and 12% had ordered goods and services.

Advertising

13. For the June quarter in Australia, search and directory increased 19% sequentially. General and display ads were up 10%, while classifieds decreased 5.9%. – IAB
14. Computers & communications and motor vehicle sectors dominate general display advertising, accounting for 45.5% of spending in the category. Notable up and comer was government spending on display ads, which increased 1.8% year on year to June.- IAB

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What’s New in Digital – Last Month in Review

With everything moving along rapidly in the digital space, it seems every week there is something new online for marketers to sink their teeth into.

To save you time to crawl the web we have summarised some of the major changes in the past 4 weeks.

Its all about being mobile

Figures released in late December by research firm Gartner show laptops outsold desktop PCs in Australia for the first time in 2008.  In particular, there was significant demand for lightweight laptops with shorter lifespans outselling desktop PCs.

In addition to the above growth in mobile broadband has grown 40%, enabling people access the web any time any where.

This trend is making consumers even more accessible.

It is also expected that this demand for accessibility will produce an explosion in uptake of smart phones in 2009.  In 2007 smart phones equated to only 16% of all mobile phones, but in 2009 this is expected to rise to 57%.  This trend will be the most significant in the plight of mobile marketing and should be on the agenda for many of us in 2009.

Google Maps Street ViewGoogle Street View Maps

Just 3 weeks ago, Google’s street view expanded to now include many more Geelong streets, Darwin and other remote parts of Northern Territory.

On the Australian Google Blog, one of Google’s Product Managers stated that Australians are now using street view as a way of checking out destinations for their next holiday.

The question however is just how will Australian websites embrace the latest Google technology? With some of the largest benefits obvious for the tourism industry there is also possible application with the property market.  Marketers within relevant industries should thus be looking to capitalise on this new technology.  This could not only be done through integrating street view maps within their site, but by considering the use of mash-ups which integrate video’s and other imagery into maps for a more interactive web experience.

Yahoo7 Web Mail

Whilst much of the world may consider us a relatively small market, it is good to see that Yahoo7 sees us as important.  Yahoo7 has recently introduced new email services and Australia is the first market to test these outside of the US.

The new Yahoo7 Mail features include a “smarter” inbox that prioritises messages from existing contacts – making it even more important for email marketers to get recipients to add your company email address to their email contact list.

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Useful Australian Digital Stats – Q2

Australian Digital Trends Q2

Quarter 2 has been quieter on the Australian digital research and trends front but that doesn’t mean that I haven’t been able to find some interesting statistics to share with you. I have compiled 15 of the most interesting Australian digital statistics released in Q2 of 2009. To view the 20 most interesting Australian digital statistics for Q1 click here.

Online Behaviour (General & Industry Specific)

A recent study by Monash’s Australian Centre for Retail Studies revealed 50% of Australian shoppers investigate their purchases online before going in store to make their purchase. –Dynamic Business

According to the ABS, Australian household internet consumption has increased 37 fold in 8 years

Australians aged 16 – 17 are spending 3.5 hours online per day – The Age

A new survey has revealed that 56% of Australian teenagers lie about themselves when they are online, with most teens faking their age – Full Story

According to Nielsen statistics, 87 per cent of Australians looking for real estate are using the web to find properties – News

Australians are among the biggest users of online banking in the world with more than 50 per cent of customers using internet banking at least once a week.

Social Media MarketingSocial Media

In the year to April, visits to social networking and forum sites increased by 16% in Australia, whilst visits to blogs dropped by 27.5% – Stuff

In Australia, there are 850,000 to 900,000 people on LinkedIn, and about 15 per cent of those are HR people or recruiters – News

Facebooks user base has hit over 6 million Australians – The Age

In June the MySpace subscriber base using their mobile to access the platform was revealed to be 340,000 strong in Australia – bandt

Australians are believed to be viewing 85 million MySpace pages per month via mobile phones, with each visit lasting between 11 and 15 minutes – bandt

Search

Since the launch of Bing, Microsoft’s search share in Australia has increased. Stats for the week finishing 4th July show Bing.com has 5.02% share, compared with 3.91% in late April – Hitwise

Head of Online at Google revealed in June some of the growth areas in search queries were – Accounting and tax-related search queries are 63 percent higher this year than last. Mobile queries are 82 percent higher this year than last. Office supplies searches are 36 percent higher in 2009. – Dynamic Business

Online Radio & TV

A report released in Apr 09, showed digital radio consumption had grown from 4.2 hours in 2007 to 4.9 hours in 2008 – Nielsen Online

According to Nielsen, 47% of metropolitan internet users have viewed TV content online or downloaded it, whilst 12% had done so frequently – Nielsen Online

Do you have any other interesting statistics to share on the Australian digital market? If so please share them below.

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