2013 Australian Digital Statistics Compilation

Australian Digital Stats Compilation 2013

Online Shopping

1. The online shopping market in Australia is growing strongly and will account for seven per cent of all retail sales by end of 2013 (Frost & Sullivan’s Australian & NZ Online Shopping Market report, July 2013)
2. Total online spending is forecast to amount to $18.3 billion in 2013, with the average annual spend online per online shopper in Australia at $1,750 (Frost & Sullivan’s Australian & NZ Online Shopping Market report, July 2013)
3. Online sales are expected to continue to grow over the next five years and reach 9.8 per cent of total retail sales by 2017 (Frost & Sullivan’s Australian & NZ Online Shopping Market report, July 2013)
4. The most regular online shoppers are those earning over $80,000, and those aged 30 to 44 (EMMA, Sept 2013)
5. Shoppers in the 30 to 60 age bracket earning more than $80,000 represent the top 33% of all online spending and are the biggest online shoppers, spending nearly double the average spend (EMMA, Sept 2013)
6. Over the past two years the proportion of online shoppers in Australia shopping on local sites only increased from 21% in 2011 to 25% in 2012 and 29% in 2013
7. International online retailers remain a major threat to domestic retailers with almost as many (six in 10) shopping online with international retailers as with domestic retailers (seven in 10) (EMMA, Sept 2013)
8. 79% of Australians who shop online currently purchase from overseas sites to some extent, and an estimated 45% of Australian online expenditure goes to overseas-based web-sites (Frost & Sullivan’s Australian & NZ Online Shopping Market report, July 2013)
9. One in three (33 per cent) Australian consumers have abandoned an online purchase due to the delivery options not being suitable. Some 43 per cent of customers have abandoned a purchase because of payment options and fees being unsuitable. (Galaxy Research, July 2013)
10. While more than three quarters of Australians (76%) have shopped online in their lifetime, more than three quarters (86%) have visited a shopping centre in the last month (EMMA, Sept 2013)

Online Retail CustomersWhat the data is telling us: As Australian retailers are increasingly investing in eCommerce and digital – Australian consumers are increasingly turning to local sites to purchase online. However despite growth in the domestic market, research shows that Australian consumers are still buying overseas as more US and UK retailers target Australian shoppers. For local retailers the big opportunity is to focus on delivering an omni-channel approach as opposed to operating their eCommerce channel as a silo / separate business as research suggests the majority of Australian consumers who have bought online are also actively shopping instore.

Mobile & Tablets

11. Telstra’s latest Smartphone Index shows Australians have one of the highest rates of smartphone ownership in the world. We are behind China and South Korea, but ahead of the US and UK (Telstra’s third annual Smartphone Index, October 2013)
12. Smartphone penetration has doubled since 2010, reaching 72% of total mobile phone users (up from 36% in 2010), and continues to grow (Telstra’s third annual Smartphone Index, October 2013)
13. 71% of connected smartphone users access the internet on their smartphones on a daily basis (up from 56% in 2012) (Telstra’s third annual Smartphone Index, October 2013)

14. Young connected smartphone users aged 16 to 24 will spend the equivalent of a month on their smartphones each year (29 days) (Telstra’s third annual Smartphone Index, October 2013)
15. Women aged 16+ will spend an average of 21 days a year on their smartphone, while men will spend around 15 days a year. That’s not even taking into account the time spent on a tablet or a computer (Telstra’s third annual Smartphone Index, October 2013)
16. Australians are using their mobile phone as the entry point to their path to purchase, with 79 per cent using their devices to browse products on websites or apps (Telstra’s How Mobility is Changing the Rhythm of Australian Retail Report, October 2013)
In-store mobile device17. The top reasons consumers are using their mobile device in a retail store include checking out competitor prices (22%), and to read product reviews (19%)

18. Of those who have used their mobile device in a store, 51 per cent say it has changed their purchase decision.
19. Over the past 12 months, 25% of online Australians have purchased via a tablet device, whilst 23% have done so via a mobile device (Telstra’s How Mobility is Changing the Rhythm of Australian Retail Report, October 2013)
20. Retailers considering offering mobile payments in their store should be encouraged by a strong willingness of Australians to give it a go with 61 per cent of consumers very willing or somewhat willing to pay with their mobile in a store, compared with 36 per cent who would not consider it (Telstra’s How Mobility is Changing the Rhythm of Australian Retail Report, October 2013)
21. Tablet ownership/usage has risen sharply with almost one in two (49%) of smartphone owners also owning a tablet (up from 39% in 2012) (Telstra’s third annual Smartphone Index, October 2013)
22. Smartphone penetration is anticipated to reach 93% penetration by 2018, whilst household tablet penetration is anticipated to reach 80% by 2018 (Frost & Sullivan’s Mobile Device Usage Trends, August 2013)
23. Apple’s market share in Australia of the tablet market has dropped from 69% to 60%, and it is expected to fall significantly lower over the next few years (Frost & Sullivan’s Mobile Device Usage Trends, August 2013)

What the data is telling us:

Whilst Australians have one of the highest rates of mobile penetration in the world, companies are still slow to invest in mobile. In fact according to a recent IPSOS / eMarketer report mobile ad spend lags behind that of comparable markets (refer to the graph below). In addition Google research suggests 60% of large Australian advertisers do not have a mobile website.

Not only however do marketers need to think about mobile and the role it plays in the path to purchase / post purchase but marketers also need to consider the role mobile plays within the broader multi-screen strategy / multi-channel strategy as research shows around two in five people who start to research products on smartphones go on to complete purchases on desktop or in person.

Mobile Ad Spend Australia

Social Media 

24. 65% of internet users have a presence on social media sites such as Facebook, Twitter or LinkedIn (Yellow Social Media Report, May 2013)
25. Australians are one of the highest users of social media worldwide. For every hour an Australian spends online 14 minutes are spent on social sites, nine on entertainment and four minutes shopping online (Experian, April 2013)
26. There are 12 million active monthly Facebook users in Australia, 9 million users access the site daily, 7.3 million do so via a mobile device (SMH, August 2013)
27. Facebook dominates the social media space, capturing 95% of social media users. On average, Facebook users spend more than seven hours a week on the site (Yellow Social Media Report, May 2013).
28. Some 45% use social media networks at least every day, up from 36%, with 17% using it more than five times a day (Yellow Social Media Report, May 2013)
29. Australians access social media all throughout the day, with 37% of social media users checking their networks first thing in the morning and 42% just before bed (Yellow Social Media Report, May 2013)
30. There are nearly 3 million Twitter accounts in Australia (Business Day, Oct 2013)
31. 12% of Australian social media users reported that they had stopped using some sites during the past year, down from 13% last year. Of those Australians who said they’ve dropped a social media site, 45% reported they had stopped using Twitter (Yellow Social Media Report, May 2013)
32. Smartphones are the most popular device to access social media with. In the past year, the number of social users accessing sites on their smartphone has grown from 53% to 67%, while those accessing it on a laptop dropped from 69% last year to 64% this year (Yellow Social Media Report, May 2013)
33. 66% of consumers who follow brands on social media do so for discounts (up from 57% in 2011), 56% do so for giveaways and 49% for product information (Yellow Social Media Report, May 2013)
34. 63% of online consumers in Australia indicated that in the past month they have shared some type of content on social media sites. Women (69%) appear somewhat more likely than men (57%) to have shared some content in the past month. (IPSOS, Sept 2013)
35. LinkedIn is now used by 3.7 million Australians, Pinterest has 1.7 million Australian users & YouTube over 11 million Australian users (Adcorp Population Analysis, May 2013)

What the data is telling us:
Australians interest in and usage of social media seems to continue to tick along showing no real signs of decline. As a large number of consumers are now accessing social media via their mobile device marketers should be considering how to take advantage of the social + mobile opportunity.

Online Advertising
36. Online advertising expenditure in Australia in the past year to 30 June has leapt 14.6 per cent to $3.6bn, according to the latest Interactive Advertising Bureau (IAB) figures (CMO, June 2013)
37. Over the first six months of the year total online advertising exceeded free-to-air television spending for the first time since the IAB report began in 2002. According to the IAB, online expenditure was valued at $1.88bn against $1.8bn on television (CMO, June 2013)
38. Mobile spend continues to outpace other categories in terms of growth, increasing 190 per cent year-on-year. Mobile spend reached $45.9m and 58 per cent was tablet-based (CMO, June 2013)
39. Video display advertising is also on the rise, increasing by 56 per cent year-on-year in the June quarter to $35.7m (CMO, June 2013)

What the data is telling us: Whilst digital advertising has now surpasses TV advertising for the first time ever, Australian businesses are still investing a disproportionate amount into traditional advertising vs. digital given Australians spend more time engaging with the web vs. any other medium.

Video: Internet Statistics Australia (eCommerce 2013)

Galaxy Research, July 2013 – http://www.afr.com/p/tech-gadgets/five_reasons_your_customers_don_8PwxkBRExFef4JCFQmy8rO
Frost & Sullivan’s Australian & NZ Online Shopping Market report, July 2013, http://www.frost.com/prod/servlet/press-release.pag?docid=281435628
EMMA Data, September 2013 –http://www.adnews.com.au/adnews/online-retail-not-just-about-price-and-marketers-should-focus-on-big-spenders
Telstra’s third annual Smartphone Index, October 2013 – http://www.telstra.com.au/abouttelstra/media-centre/announcements/shopaholics-get-smartphone-savvy.xml
Telstra’s How Mobility is Changing the Rhythm of Australian Retail Report, October 2013 – http://www.telstra.com.au/business-enterprise/download/document/business-enterprise-teg1398_mobility_retail_white_pages_v08_hr_singles.pdf
Experian Social Media Research, April 2013 – http://www.marketingmag.com.au/blogs/the-state-of-social-media-usage-in-australia-41342/#.UmnfQPmkzz4
Google Mobile Statistics, June 2013 – http://www.adnews.com.au/adnews/google-australian-advertisers-missing-out-through-mobile-site-fail
Business Day, Oct 2013 – http://www.businessday.com.au/business/twitter-has-growth-plan-for-australia-20131004-2uzp7.html
Mobile Ad Spend, Sept 2013 – http://www.bandt.com.au/news/digital/m-c-saatchi-advertisers-failing-to-capitalise-on-o
Online Ad Spend, June 2013 – http://www.cmo.com.au/article/523459/australian_online_ad_spending_hits_3_6bn_iab/
Yellow social media report, May 2013 – http://about.sensis.com.au/IgnitionSuite/uploads/docs/Yellow%20Pages%20Social%20Media%20Report_F.PDF
IPSOS Research, Sept 2013 – http://ipsos.com.au/majority-of-australian-internet-users-share-on-social-media-sites/
Frost & Sullivan Australian Mobile Device Usage Trends 2013, August 2013 – http://www.frost.com/prod/servlet/press-release.pag?docid=282630973
AdCorp Population Analysis, May 2013 – http://www.financialstandard.com.au/news/view/33355466
Social Media Users Australia, August 2013 – http://www.smh.com.au/digital-life/digital-life-news/facebook-checked-by-9-million-australians-every-day-20130820-2s7wo.html

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Real Time Marketing – How Brands Are Embracing The Trend

Last week AdTech descended on Melbourne for another year, and whilst I couldn’t find the time to attend most of the event I was glad I found the time to hear Ekaterina Walters from Branderati present 5 trends marketers can’t ignore.

Amongst the key trends covered was that of real time marketing. Whilst this concept is not new it is starting to come of age and it got me thinking. How have global brands successfully leveraged the trend and what can be learnt from it. And more importantly what does it take for organisations to embrace real time marketing?

What is real time marketing?

A quick definition for those unfamiliar with the concept of real time marketing;

Real-time marketing is the outcome of a deliberate process that allows brands to respond authentically, quickly and based on the context of conversations through content, experiences or service.

Virgin Real-Time MarketingHow global brands have adopted real time marketing

By now most of you would have heard of Oreo’s successful real time marketing efforts during the Super Bowl – so rather than regurgitate this case study how has other brands leveraged real time marketing. Here are a few clever examples I have come across;

Within minutes of the bill legalising gay marriage in the UK, Virgin Holidays tweeted this image and posted it to their Facebook and Google+ Pages. Selecting the most appropriate “real time marketing opportunities” for a brand is key – otherwise it can feel a little forced / commercial. For Virgin, legalisation of gay marriage was one of those relevant moments based on audience fit, their founders’ views of gay rights and the fact they offer honeymoon vacations. They used the #equalmarriage hashtag to expand their reach and were rewarded with 265 re-tweets from their community.

Pantene’s hairstyles of the stars

For Pantene, the Oscars marked the ideal time to try their hand at real time marketing. With luscious locks on display from celebs Pantene decided to get a piece of the Oscars buzz by sketching the trendiest Oscar hairstyles of the most popular celebrities in how to formats featuring their own products. For years women’s’ magazines have given tips to re-create a celebrity look and Pantene have learnt from the experts bringing this concept to life in real time.

SmartCar – it takes more than just one bird

Too often consumers are tweeting on deaf ears – but not this time. @adtothebone tweeted that he “Saw a bird had crapped on a Smart Car. Totalled it.,” SmartCar saw this as an opportunity to extend a simple tweet into a branded SmartCar message through the creation of a hilarious / engaging infographic and tweeted back, “Couldn’t have been one bird, @adtothebone. Sounds more like 4.5 million. (Seriously, we did the math.)”

SmartCar USA was rewarded with over 500 re-tweets and 300 favourites by being great social listeners and capitalising on an opportunity to engage.

SmartCar Real-time MarketingWhat it takes for organisations to embrace real-time marketing

This form of marketing goes far beyond simply posting a timely tweet or status update. To succeed in this brave new marketing world Ekaterina Walters identified some of the key fundamentals during her presentation at AdTech Melbourne.


In a real time world there is little time to work through traditional approval processes – thus real time teams need to be empowered to make the decisions they think are appropriate at the time. Related to this concept of empowerment is the need to be agile / nimble. The vast majority of advertising creative is generated the same way it has been for decades: first comes the creative brief, followed by several concepts / ideas followed by selection and approvals before the piece finally sees the light of day. But tomorrow is too late when it comes to real time. Re-architecting internal processes is an important consideration for brands wanting to engage in real time marketing (and these processes usually extend beyond marketing department boundaries). Rick Wion, Director of Social Media at McDonalds stated in a recent interview “our partnership with our legal team comes in handy. They help us understand what we can react to very quickly, what things are going to take a little bit more time to do, and what things we would probably avoid.

Think and operate like a publisher

In the world of real time marketing – content is king. For brands it’s important to shift away from broadcasting the products and services we offer and instead focus on publishing content desired by their audience. Pantene did exactly that during the Oscars, they learnt from publishers who regularly communicate with their audience to tell a relevant story in real time.

Allow on brand risk taking

Cutting through in real time is a challenge and for some brands it hasn’t panned out – but for those actively engaging in the real time marketing space brands need to be prepared to take “on brand” risks. For the risk adverse this is a challenge, it is also difficult for organisations who don’t celebrate failure as part of the journey to success.


When the Super Bowl hit, Oreo’s social media team as well as their agency were waiting for an opportunity to get in the game. Activating resources incurs costs as does investing in the tools to effectively monitor the social space to identify opportunities and paid media spend to amplify earned media. This is not to say that real time marketing is therefore only for the big end of town – but if you want to get serious about real time marketing then marketing investment is an important consideration.

In addition I believe it takes leadership. Why?

It takes a brave and bold senior leader to champion real time marketing and drive a change in ways of doing things.

Real Time Marketing EffectsSo is it worth it? Do the numbers stack up?

Whilst research on the effects of real time marketing to the bottom line is somewhat few and far between, preliminary research conducted by GolinHarris in 2012 found consumer behaviour from awareness through to try / buy is positively impacted by exposure to real time marketing.

But if this isn’t enough to convince you to try it for yourself – it is probably case studies like that of Oreo that helps to paint the picture of the value of real time marketing. Oreo’s Super Bowl real time marketing efforts generated in-excess of 17,000 re-tweets combined with a substantial amount of press coverage which in PR value alone probably more than justifies the investment.

Video: What is real-time marketing? (from Adobe Summit 2013)




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Understanding The Role of Tablet Devices

Australians appetite for technology has been unabated in recent years despite soft economic conditions with tablets becoming the object of affection. More than 5 million Australians now have tablet devices – with 2.4 million tablets sold in Australia in 2012 alone. What’s more this growth is only anticipated to gain momentum in the years ahead with Telyste forecasting this annual figure will rise to 7 million by 2017.

Whilst many organisations are still grappling to understand the role of mobile, fewer are able to dedicate the time to consider the role of tablet. In fact tablets and smart-phones are often lumped into the same bucket – due to a lack of understanding of the differences in device consumption. Furthermore few also consider tablets beyond Apple – even though Android is anticipated to account for nearly 70% of tablet users by 2016 (currently controlling 36% of the Australian market).

Connected Consumer Device UsageBy understanding the profile of tablet owners as well as their usage behaviours in terms of the types of content consumed, brands and publishers have an opportunity to tailor experiences to make them more relevant, engaging and useful.

What local & global research tells us about tablet users

Understanding the “who” and “when” of tablet device consumption
Over recent years, the proliferation of mobile & tablets in Australia has created a more complex digital environment for marketers. Understanding basics like the profile of tablet ownership and time of day usage by Australians can influence media buying decisions as well as support tablet strategy investment decisions.

Tablet ownership by age

Both global and local research suggests tablet penetration is higher amongst a more mature audience. The recent “Nielsen Australian Connected Consumer Report” revealed tablet ownership was highest amongst the 35 – 44 age group whilst smartphone ownership was highest amongst the 25 – 34 age group.

Peak usage time of tablet devices

Tablets like laptops tend to peak in usage terms after work / dinner – as consumers begin to settle down for the evening.

Device Time Usage Stats

Tablet share of user time

The recent Australian IAB mobile advertising landscape report revealed the percentage of time consumers spend interacting with each device – with tablet now commanding 1 in every 5 minutes.

Device Share of Time
A device to entertain and to shop – the “why” of tablet usage

Tablets have been dubbed the new in-home entertainment device as a result of the way in which consumers are interacting with the device. According to the comScore “mobile focus in future 2013 report” some of the most popular tablet based activities include playing games (66.3%), watching video’s (50.9%) and reading books (51.2%).

Tablet UsersBut tablets aren’t solely used for passing the time away. As tablet functionality more closely resembles that of the computer or laptop, the impact tablets are influencing in-home shopping behaviour. The comScore research revealed tablet owners are twice as likely to purchase an item on their device (38%) than smartphone owners (19%).

Mojiva research delved into consumers’ preference to utilise tablets vs. smartphones for key activities and found similar trends with consumers’ preferring to use their tablet to perform entertainment based and shopping based activities. In all demographic segments, watching video/TV and reading topped the list at 63% and 48%, respectively. 45% of all respondents indicated they would use their tablet to make a retail purchase, as opposed to their mobile.

Multi-Screen Computer Device

In a sequential screen context, being able to move cross device and pick up where you left off is crucial – which means device based experiences should not be built in isolation.

Watch: The Mobile & Tablet Advertising Market: 2013-2020

SMH Tablets To Reach 70% by 2017
Mojiva Tablet Rule Report
Google Report: Navigating The Multi-Screen World
comScore Mobile in Focus Report 2013
IAB Australia Mobile Advertising Report
Nielsen Connected Consumer Report 2013

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Mobile: Retailer Loyalty Friend or Foe?

Some hail mobile as the saviour of the high street – whilst others are concerned about the impact mobile is having on bricks and mortar businesses as retail stores become showrooms for online retailers. Regardless of which corner you sit in – both points of view speak to the influence mobile is having on retail sales and that influence is only set to grow. A recent Deloitte study, titled the Dawn of Mobile Influence, affirmed the increasingly influential role mobile will play in the coming years with the report anticipating that by 2016 as much as 17-21% of all retail sales will be mobile influenced.

So is mobile a retailers’ friend or foe, and is mobile helping or hindering customer loyalty?

Mobile: A Foe of Retailer Loyalty

Online Retail CustomersOne of the biggest threats mobile poses is the heightening of consumer promiscuity. Price comparison is obviously not new – but the trusty mobile device has made it easier than ever to compare retailer pricing instantly and not just on a local scale. So easy has mobile price comparison become that a recent Telstra study has shown 49% of Australians now use their mobile phones to compare prices in-store. But it isn’t just price comparison that is the problem, traditional bricks and mortar retailers are being subjected to show-rooming – a trend where consumers browse shelves in store to touch, feel and experience the product before venturing online to buy it at a cheaper price.

Rather than bury their head in the sand, smart retailers are embracing the trend and tackling it head on. UK retail powerhouse John Lewis now offers free Wi-Fi in stores to enable consumers test their price guarantee.

Sean O’Connor John Lewis’ Head of Online Delivery and Customer Experience believes “when we supplement the price commitment with good advice, service, trustworthiness and the instant gratification of making a purchase there and then, we believe we have a winning recipe.”

But unfortunately not all retailers have shared the same sentiment to John Lewis. Take Best Buys in the US as an example – as an electronics retailer competition is fierce and comparing like for like products is easier than in verticals like fashion. Initially Best Buys considered how to stop the price comparison phenomenon in-store by adopting unique barcodes so consumers couldn’t easily scan and compare pricing. For Best Buys, price comparison and switching has become a thorn in the retailer’s side and the lack of positive action has led to significant revenue decline.
Regardless however of how retailers are reacting to the trend – price comparison and show-rooming are fuelling brand switching more than ever before – which makes mobile a bit of a retailer loyalty foe.

Dunkin Donuts Loyalty AppMobile: A Friend of Retailer Loyalty

Whilst the always-on nature of mobile is diluting brand allegiance and fuelling a breed of disloyal consumers, mobile is presenting new opportunities for brands to take personalisation to a new level. Best in class retailers are integrating mobile location data with ones social graph and other customer information, such as purchase history and browsing behaviour to build more memorable brand experiences with shoppers to drive repeat purchase and loyalty.

The powerful nature of combining mobile technology and data has resulted in a proliferation of retailers building and experimenting with mobile loyalty apps that;
• Provide personalised local based offers
• Reward consumers for repeat purchase
• Store loyalty program data and preferences to streamline the in-store experience.

Brands like Dunkin Donuts, Game UK, Costa Coffee, Monsoons and a host of others have launched loyalty based apps to better engage their customer base over the past 12 months.

Starbucks Loyalty AppTo date however Starbucks has been the stand out in the mobile loyalty space. Amongst other features, the app stores a virtual rewards card for the “myStarbucks reward program”. By doing so the app has enabled Starbucks to grow its loyalty program to over 10 million members, half of whom have opted in to receive personalised offers which keep Starbucks top of mind and increase shop frequency. The app also seeks to drive repeat purchase at shorter intervals by providing a “free pick of the week” which is a free download of music, content or even a game that can only be downloaded if the consumer ventures in-store. The Starbucks app even allows consumers to store their favourite drinks and pay for their purchase (25% of Starbucks consumers now pay via this method) – which streamlines the ordering process in-store.

By leveraging mobile as a central pillar of its customer management strategy – Starbucks has demonstrated the powerful role mobile can play in building deeper, more engaging relationships with its consumers.

Mobile: A Consumers Friend – Make it Yours

They say the way to a man’s heart is through his stomach. As mobile devices are the one item consumers can’t live without – you could say that the way to a consumer’s heart is through their mobile. With the launch of Apple’s Passbook in September 2012 and Google’s continued focus on growing Google Wallet, 2013 is set to be even bigger in the mobile space for retailers. Retailers must start to see mobile as a “friend” and core pillar to achieving CRM and loyalty success – as thinking any other way is a distraction.






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2013 Digital Predictions From The Experts + Some of My Own!

Digital Marketing Trends 2013

Once again digital predictions are coming out of the woodwork. I’ve scoured the web for some of the most insightful digital trends of 2013 from the experts.

IT departments make room for the new IT employee: marketers

As organisations continue to shift spend from traditional marketing to digital channels – software is high on the marketing shopping list. According to Forbes, marketing budgets are headed on a collision course with IT. What if anything isn’t connected through the website? Online, inline and offline communications and real-time changes will drive investments that match those of IT departments shifting the technology and budget power balance. IBMs Vice President, Elana Anderson added “In 2013, CIOs and CMOs will stop looking at their differences and consider the benefits that their combined strength can bring to an organization. This alliance isn’t just logical, it’s essential. The CMO and CIO can’t afford to operate on separate stages any longer. Smarter, more empowered consumers using smart phones, tablets and cloud services pose new challenges for the C-suite. There are already good examples of leading companies as diverse as financial services and retail chains bringing IT to bear on marketing goals. It’s this combination of engagement, innovation, measurement and collaboration – all enabled by technology – that lies at the heart of better business performance in 2013.”

The question is though whilst this trend will be a key theme in markets like the US and the UK– the level of digital sophistication in the local market may mean that this trend is a little premature for Australia. As local brands adopt more and more digital,those new to the game will start to call into question structures and processes to enable progress in the space whilst those truly progressive few will start to tackle these bigger issues as it impacts a brands ability to be agile and move towards “real time marketing”.


Real-Time MarketingCampaigns are out, real time marketing is in

According to Hubspot in 2013 we’ll see many more marketers take advantage of the power of real-time communications to grow business. As buyers instantly engage with brands on their websites, talk back via social media like Twitter and Facebook, and follow breaking news in the markets they are interested, the old model of marketing built on a company timeline doesn’t work so well.

With marketing automation and cross channel marketing platforms, marketers have the tools to move towards a “real time marketing” approach but the biggest hurdle is marketing team mindsets – particularly if the organisation is still led by a traditional marketing approach, which is still the case in many organisations down under.

Advertising is going native

The continued decline in engagement with display advertising has led to innovation in the digital advertising space. Over recent years “native advertising” has begun to grow in popularity (eg Facebook’s sponsored stories and Twitter’s promoted tweets) as brands looks to integrate their message into the conversation or story rather than distract from it. According to Rebecca Lieb, an analyst from the Altimeter Group 2013 will be a big year for native advertising “we are seeing a number of technologies and solutions emerge to facilitate native advertising. Products and solutions in this area will continue to emerge, more publishers will accommodate, and there’s no doubt we’ll see some interesting, large-scale media partnerships emerge as a result.”

Facebook Sponsored Stories


The battle of the living room

Whilst multi-screen use isn’t new – 2013 will be a year of innovation for TV networks as brands look for new opportunities to capitalise on multi-screen usage – which will of course filter down to Australia. According to Caitlan Mitchell & Chris Ferrel of the Richards Group;

Google Glasses2013 will show that hashtags are not the only way to engage in conversations around your favorite TV shows. Social TV will play an integral role in the battle for the living room as part of a concerted effort to blur the line between live and on-demand content. FX and Twentieth Century Fox seek to be leaders in this space, exemplified by their “Sons of Anarchy” app, completely redeveloped for the fourth season of the show. By taking advantage of audio fingerprinting technology, the app automatically detects audio from the episode and displays real-time content on the second-screen device. Everything from 3-D gyroscopes, virtual scene tours, real-time content, an e-commerce merchandise store and social sharing are integrated right within the app.


Technology is the new accessory
In 2012, Google introduced us to a whole new world with the release of Google Glasses – but in 2013 it seems a host of new products will be launched in market which will take “personal computing” to a whole new level. According to David Armano, the Managing Director of Edelman, from fuel bands to bracelets – these are just a preview of what we will see a lot more of in 2013 as we begin to look part human, part machine. There are already ski goggles that display a tiny screen allowing you to not only sync your mobile device but help you determine where you are and how fast you are going.


And to finish it off, here are a few predictions of my own – related to the local market.

Digital marketers in demand for top jobs

With brands rushing to evolve in the new digital world, we will begin to see brands, particularly those that have smaller teams and flatter structures – look to hire digital marketers into senior marketing positions to lead the way in digital. When Sportsgirl set out to hire their new Strategic Brand Manager last year, digital marketing experience was at the top of their list of wants – and as one of the more progressive retailers this is a sign of things to come and in 2013 I believe we will begin to see more brands focus on strong digital experience “as a pre-requisite” for the top job.

The year of the mobile for Australian brands

The tipping point for mobile has well and truly come – but not for Australian brands. During last year’s Click Frenzy event it was revealed that only 50% of participating retailers had a mobile enabled site – which is low given those that participated are some of the more progressive retailers in the country.

With mobile internet take up and usage charging along – I believe this year, brands across a range of industry sectors will really begin to embrace mobile as an integral part of their digital strategy.

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The Small Device Having a Very Big Impact on Your Email Strategy

With smartphone penetration in excess of 50% in Australia, and mobile internet usage continuing to surge – spare a moment to think about the impact that this could be having on your email marketing strategy. Although it is not one of the more sexy digital topics, email is still a very important staple in the digital toolkit – and now more than ever the channel needs love to adapt to the change in consumer behaviour bought on by mobile.

So what are some of the most important things to think about?

When was the last time you tested send times?

Time of Day
A recent study conducted by Pure Profile (which surveyed over 1,000 Australians) found that 41% of Australians check their mobile phone at or before 7am, with almost half indicating they check their phone as soon as they wake, even on weekends. Whilst a report released in September by ExactTarget found that 71% of Australians checked their email as their first digital priority of the morning. Research by Pure Profile also found that 45% of Australians, check emails on their phone as the last thing they do before they go to sleep at night, even on weekends. This opens up new opportunities for marketers to trial sends before 9am and after 5pm in an attempt to kick start declining open and click through rates.

Is Saturday & Sunday the new “in” days to send
For years email marketers avoided Saturdays and Sundays like the plague as consumers moved into leisure mode. But unsurprisingly email viewing via mobile devices is highest towards the back end of the week and on the weekends – as consumers switch away from desktops. With bricks and mortar retail trade often highest towards the end of the week and on weekends – this represents a significant opportunity for retailers as inboxes are largely uncluttered.

Email and Social Media IntegrationShould you be thinking mobile first when designing email templates – you betcha!

According to Return Path, by the end of 2012 more emails in the US will be read on a mobile device than via a desktop / webmail experience. As Australia’s smartphone penetration is the second highest in the world (second only to Singapore) it is safe to assume this trend is as equally as relevant. The implications of this are fairly self explanatory – those that aren’t optimizing their emails for mobile devices stand to lose out. But what are the most important things to think about when designing the ideal mobile friendly email template?

eDialog reports that around 80% of all users find it harder to read email on their phones and sums up the biggest complaints (so you can ensure you avoid them):
• Having to scroll to read all information (15%),
• A surplus of textual content (9%),
• Images rendering badly or not at all (8%)

Are mobile devices for viewing or subscribing?

One of the hotly debated topics is whether or not consumers go to the trouble of subscribing to emails via mobile devices – given subscription forms can be difficult to complete on a mobile device. According to a study conducted by The Relevancy Group, 20% of consumers have used their mobile device to opt in to emails – demonstrating that mobile isn’t hampering consumers desire to sign up to email communication. As a result, brands need to ensure not to do away with sign up functionality on mobile sites when attempting to provide a more simplified mobile version of their desktop website.

Here’s a video from Hubspot on Social, Mobile, and Email Marketing Updates:


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31 Insightful Facts about Australians Internet Usage

It’s been a long time between drinks but I have finally found the time to collate my latest stats compilation for the Australian digital market. So to make up for it I have compiled over 30 insightful statistics into the digital market down under.

General Statistics

1. Australia’s internet audience reached 16.2 million in May 2012 – Nielsen Australian Online Landscape Review

2. Six in ten online Australians have used the internet while watching TV; more than one third do it on a daily basis – Nielsen, Australian Online Consumer Report

Mobile & Tablets

3. An estimated 18% (up from 8%) of Australian households now own at least one tablet device. Tablet devices are forecast to reach 39% of homes by 2013 – Nielsen, Australian Online Consumer Report

Nielsen Australian Online Consumer Report Technology Ownership

4. An estimated 48% of Australians aged 16+ years own a smartphone (35% in Q1 2011) – Nielsen Australian Multi-Screen Report

5. Time spent accessing mobile internet continues its upward trend: 4.2 hours per week, up 20% from 3.5 hours in 2010 – Nielsen, Australian Online Consumer Report

6. 71% of Australians have access to the internet from their phones, but only five per cent use their phone to make a purchase – MasterCard Online Shopper Survey

7. 17 per cent of Australians were willing to use a mobile service to pay for goods in-store – MasterCard Online Shopper Survey

8. A recent IPSOS Research / Google survey revealed of those who owned a smartphone, 49% had purchased an iOS device, 25% used Android, 8% had a Symbian and 4% had a Windows Phone – Our mobile planet: Australia – understanding the mobile consumer’ report

9. 24% of Australian smartphone users take their phones with them when shopping to research products, and 22% of them change their minds while in-store about a purchase after completing a mobile search – Our mobile planet: Australia – understanding the mobile consumer’ report

10. 57% of smartphone users actively searched on their mobile device after seeing an ad on TV – Our mobile planet: Australia – understanding the mobile consumer’ report

11. 61% of mobile users are unlikely to return to a site that they had trouble accessing from their phone – Our mobile planet: Australia – understanding the mobile consumer’ report

12. Australia has the second highest smartphone usage by population density, second only to Singapore – Our mobile planet: Australia – understanding the mobile consumer’ report

13. 51% of smartphone users access internet via their mobile multiple times a day – Our mobile planet: Australia – understanding the mobile consumer’ report

14. On average Australians have downloaded 28 apps on their smartphone, however only 10 of those apps have been accessed in the past 30 days – Our mobile planet: Australia – understanding the mobile consumer’ report

AIMIA Yellow Pages ResearchSocial Media

15. 62% of Australian internet users, use social media sites, of those users 36% access social networking sites at least once a day – AIMIA Yellow Social Media Report

16. 97% of those using social media sites – use Facebook. Year on year usage of LinkedIn grew from 9% to 16%, whilst Twitter usage grew from 8% to 14% – AIMIA Yellow Social Media Report

17. Australian social media users have, 227 friends and followers on average, however they have seen less than half of them face-to-face in the past year – AIMIA Yellow Social Media Report

18. More than half of social media users are accessing social media sites through their smartphone. – AIMIA Yellow Social Media Report

TV Programs on Social Media

19. 33% of social media users, discuss TV programs on social media whilst watching the show – AIMIA Yellow Social Media Report

20. 71% of Australian internet users have read other consumers’ opinions and discussions about brands online and 59% watch online videos to help inform their purchase choices – Nielsen Australian Online Consumer Report 2011‐2012

21. 71 per cent of Australian internet users check their email at the beginning of the day while only 17 per cent will check Facebook – ExactTarget Digital Down Under Report

22. The last thing 47% of the Australian consumers do before going to bed is check email; 27% check Facebook – ExactTarget Digital Down Under Report

23. Facebook users visit the site on average 16 times a week – ExactTarget Digital Down Under Report

24. Australians spent an average of 3 hours and 15 minutes per month watching any online video (not just television broadcast related content) in Q1 2012, up from 2 hours and 7 minutes in Q1 2011 – Nielsen Multi-Screen Report

Online Purchasing Behaviour
25. Australian businesses received online orders worth $189 billion in the 12 months to 2010-11. This figure is up from $143 billion in 2009-10. – Smart UpStart (ABS Statistics)

26. More than one in five online Australians shop/browse between 6pm and 10pm – Nielsen Australian Online Consumer Report 2011‐2012

27. Older generations prefer to purchase from Australian sites with those aged 50 to 64 years old making online purchases from retailers located onshore 71% of the time – MasterCard Online Shopper Survey

28 Gen Y are more likely to shop overseas with 42% of all online purchases made by 18-24 year old shoppers made through international retail sites – MasterCard Online Shopper Survey

29. 44% of Australian shoppers said they would move on if a page takes more than 15 seconds to load – Roy Morgan Research

Online Advertising

30. 15.6 billion display ad impressions were delivered online in Australia, reaching 15.1 million Internet users in January 2012 – comScore

31. Facebook accounts for nearly 1 in every 4 (23%) display ad impressions in Australia – comScore

Watch this Video on Social Media Marketing Strategy:


AIMIA / Yellow Social Media Report – http://www.aimia.com.au/social-media-report
Australian Multi-Screen Report – http://www.nielsen.com/au/en/news-insights/press-room/2012/australia_s-multi-screen-report-for-q1–2012-shows-television-vi.html
Australian Online Consumer Report – http://www.nielsen.com/au/en/news-insights/press-room/2012/new-online-activities-services-and-devices-bringing-australians-.html
ComScore Ad Metrix –
Nielsen Australian Online Landscape Review www.iabaustralia.com.au/images/uploads/Nielsen_Online_Landscape_Review_May_2012_Media_Pack.pdf
ABS Statistics – http://www.startupsmart.com.au/internet/mobile-web-searches-surge-as-online-orders-hit-$189-billion-a-year/201206276742.html
Herald Sun – MasterCard Survey Results –http://www.heraldsun.com.au/news/in-store-shoppers-pay-by-smartphone/story-e6frf7jo-1226410642276
Google Mobile Planet – http://mumbrella.com.au/australian-mobile-users-more-sophisticated-than-us-or-uk-counterparts-says-google-australia-92082
Google Mobile Planet – http://www.thinkwithgoogle.com/mobileplanet
ExactTarget Digital Down Under Report Findings – http://www.mtmag.com.au/australians-online-around-the-clock-survey/
ExactTarget Digital Down Under Report Findings – http://anthillonline.com/1824-94100-maximum-internet-down-under/
Mastercard Online Shopper Survey – http://www.mastercard.com.au/media-releases/03222012.html
Roy Morgan Research – http://www.powerretail.com.au/insights/selfish-impatient-australian-shoppers/


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Internet TV Advertising – Taking Centre Stage

Internet TV Advertising

According to Nielsen’s online consumer landscape report, 24% of Australians are viewing some of their favourite TV programs on demand or via catch up TV. As a result, Mediacom estimates TV streamed from the internet now accounts for up to 12 per cent of total TV viewing (March 2012). There is thus little wonder why brands are flocking to take up internet TV advertising for Australia’s most popular TV programs.

So popular is internet TV advertising becoming; the cost to advertise is starting to outstrip the cost for placement during the traditional scheduled format. In fact last week it was reported that online TV advertising for the Voice reached a CPM of $75 whilst advertising during the scheduled TV slots for the hit format was $37 CPM.

But whilst online TV advertising is commanding a premium – it is still early days……

It’s big and it’s going to get bigger.

According to Comscore in late 2011, internet TV had already reached upwards of 12 million viewers per month in Australia. But where are the eyeballs going? Vincent Dempsey, Head of Digital Media at Ten, recently stated catch-up TV viewing on the 10 network (across mobile and TV) attracts 1.5 – 2 million unique visitors a month. Whilst ABCs’ iView recorded an average of 2.9 million visits per month (during 2011), which was up 48 per cent on the previous year.

Internet TV Advertising

However these already impressive audience figures are set to explode over the next 12 months with researcher Nielsen forecasting that by next year, six out of 10 Australians will get TV from the internet. This growth is set to have an on-flow effect to internet TV advertising revenue over the next 5 years with Frost and Sullivan predicting the Australian industry will grow from $54m in 2011 to $311m in 2016.

To integrate or not to integrate?

With fewer placements and the allure of direct response – internet TV advertising is obviously able to command a premium – but the real question is should internet TV advertising be used in isolation?

TV audience fragmentation is one of the key issues traditional scheduled TV advertisers are now trying to grapple with. Add to this the distraction of second screen usage and it’s no wonder that TV advertising is losing some of its appeal – however it is those who look to integrate that will gain the greatest benefit. As much of these audiences migrate between traditional scheduled TV and online viewing to accommodate their lifestyle and own timetable – integration of activities enables brands to maximise frequency. Catch Up TV is also one of the key factors fuelling growth in TV viewing – as opposed to decimating traditional viewing, thus through integration it provides brands with the opportunity tap into a larger audience overall.

Video: Does Television Advertising Influence Online Search?

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Australian Brand Interest in PINterest

Whilst Facebook is anticipated to reach its billionth member in 2012, it seems Pinterest is stealing the limelight. And despite the fact that Pinterest usage is unlikely to rival Facebook visitation at least in the foreseeable future, its growth cannot be ignored.

A social media fairytale

According to ComScore, Pinterest traffic reached a high of 11.7 million unique visitors in January 2012 – up from 400,000 less than 12 months ago – making it the fastest growing website to reach 10 million visitors in history. What is however most extraordinary about this growth however is that Pinterest is still at the “invitation only” phase.

But the darling networks success doesn’t end there. According to Shareaholic, in February 2012, it was announced that Pinterest drove more traffic to retail sites than Google+, YouTube and LinkedIn combined, and Pinterest also drives more traffic to blogs than Twitter.

But whilst the Pinterest phenomenon has caught on globally, are Aussies showing the same enthusiasm towards Pinterest? The answer is definitely a resounding YES, with Nielsen reporting a surge in Pinterest’s unique audience numbers in Australia, from 140,000 in December to 360,000 in January.

What is of PINterest?

With up to 80% of Pinterest users female – there is little surprise that the most popular content being pinned is related to all things girly. According to analysis from RJMetrics globally, the most popular broad categories of content being pinned are;
• Home (17.9%)
• Arts & Crafts (12.4%)
• Style & fashion (11.7%)

Pinterest Category Interest

However the analysis also revealed the content category achieving the highest levels of repins is Food.

Pinterest Repins By Category

Brand Interest

Globally the number of brands flocking to Pinterest over the past few months has begun to snowball and it seems Australian brands are beginning to dip their toes in the water.

Tourism Australia in PinterestTourism Australia

In recent years Tourism Australia (TA), has been one of the first brands to experiment and successful leverage key digital channels – particularly within the social sphere. Thus it would come as little surprise that TA is one of the first brands to trial Pinterest in Australia.

According to an article published on Mumbrella, TA’s strategy is “the same as our wider social media strategy – to inspire people to share their experiences and advocate Australia, with the ultimate aim of encouraging more people to visit.”
At the time of preparing this article, TA has 31 pinboards and 840 pins as well as over 400 followers.


Kikki K Pinterest MarketingKikki.K has also shown interest in the new virtual pinboard site and as a result has integrated the “follow” and “pin it” badges within its site to encourage people to share / pin its latest stationary. A quick search on Pinterest shows that the brand is definitely doing something right with many Kikki.k products already pinned by users. In addition to date Kikki.K has established a following of over 750 followers and boasts 22 pinboards and 581 items pinned.

Other Australian brands which seem to be experimenting with Pinterest at the time of writing include Amnesty Australia, and Triple J – Obviously it is early days when it comes to Pinterest thus it will take some time for brands to master Pinterest. But based on referral data and the sheer growth – it is probably safe to say that brands may need to start to consider if Pinterest is relevant to their social strategy as first mover advantage is key.

Video: Pinterest Marketing Tips for Brands

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2012 – 2015 Digital Predictions & Trends

Digital Trends

If you thought digital has evolved rapidly over the past few years, you ain’t seen nothing yet. Over the next 4 – 5 years, digital innovation as well as spend is expected to sky-rocket. After reading countless prediction articles, this is a compilation of 22 forecasts and emerging trends which no major brand can afford to ignore. In particular more half of these are related to mobile – which demonstrates the impact it will have on the industry in the years to come.

Mobile & Tablet – Current Usage, Forecasts & Trends

1. Smartphone Penetration; In 2015 nearly 90% of all Australian mobile phone users will have a smartphone, up from just under 50% in 2011.
2. Tablet Usage; Gartner predicts tablet shipments worldwide will grow from 17.6 million in 2011 to an astounding 326.3 million in 2015. According to PWC one in every four Australian consumers will own a table computer by 2015 – which is higher than the global average which is anticipated to reach 15 – 20%.
3. Mobile Internet Overtakes Desktop Usage; Telsyte forecasts online publishers in Australia will have a larger smartphone audience than the computer-based online audience by 2015. The inflection point will occur sometime during 2014.
4. Mobile Gamification: By 2015, 70 per cent of global 2000 companies will have at least 1 gamified app.
5. App Downloads: IDC forecasts the number of annual mobile app downloads to increase from 10.7 billion in 2010 to nearly 183 billion by 2015.
6. Windows Marketshare; Windows Phone is forecast to reach 20% market share globally by 2015. Gartner/IDC said the big loser would be iOS and Android will only continue to grow reaching as high as 49% by 2015.

Mobile Gaming7. Mobile Payments; By 2015, Gartner predicts mobile payments will account for 5 per cent of all consumer electronic transactions worldwide.
8. Second Screen Usage; According to data from Yahoo/Nielsen, 86% of web users now use a mobile device while watching TV.
9. Mobile Gaming; Mobile gaming in the US is anticipated to be worth $591.5 million by 2015 up from $181 million.

On the basis of the above, there is little doubt that mobile will be the device of choice to access the internet in years to come. How marketers leverage mobile to connect and engage with consumers however is still in its infancy – and over the next few years marketers will need to focus on new trends to remain relevant. Some of which include;

10. Context Aware Experiences; Context-aware services and applications will provide improved user experiences by using personal information i.e. interests, intentions, history, environment and preferences to anticipate consumer needs and proactively serve up the most appropriate content, product or service.
11. Object Recognition; Object Recognition (OR) apps are penned as a hot trend to watch in 2012 and beyond. OR recognises a user’s surroundings including specific objects of interest. OR is anticipated to open up a world of new opportunities for marketers to engage and connect.
12. Near Field Communications (NFC); Near field communication can quickly swap information between devices when they’re touched together – and is tipped to become a popular mobile payment method in years to come – however near field communication (NFC) payment is not anticipated to become mainstream before 2015.

Video & Social Media Usage, Forecasts & Trends

13. Social Commerce; Gartner Research recently predicted that 50 percent of all digital sales will flow through social and mobile platforms by 2015. In addition $30 billion in global purchases expected to occur on social networking sites in 2015.
14. Personal Information Lock-Down; Gartner predicts in 2012, we will see the start of a negative backlash against social media, with 20 per cent of consumers reducing the amount of information they share online.
15. Shift from UGC to professional video content; In 2012, there will be shift toward professionally created video content. YouTube will launch at least 90 new original channels featuring celebrities, professional creators and more. This new trend, will drive consumer demand for more professional content.
16. Photo / Multimedia Networks Emerge; Growth in Instagram and Pinterest, demonstrates the rise of photo / multimedia social platforms. Instagram reached 15 million users by the end of 2011, whilst Pinterest received over 31 million visits and this is anticipated to accelerate over the coming years.

Ad PlacementOnline Advertising (Paid Search, Display & Video)

17. Online Video Advertising Growth; Forrester Research predicts digital video advertising (US) will reach at least $5.4 billion by 2016; in 2011 digital video ads pulled in $2 billion. Whilst eMarketer predicts video ads will overtake rich media advertising spend, growing to over $7 billion in 2015.
18. Mobile Advertising Growth; eMarketer predicts $1.07 billion to be spent on mobile advertising in 2015 of which $213.6 million will be spent on mobile video advertising.
19. Shift away from paid search; By 2016, Forrester predicts a shift away from paid search towards display advertising. Forrester predicts search share of online media spend will decline by 11% as paid search costs continue to rise and ROI is eroded.
20. Online Ad Spend Surpasses TV; According to Forrester, Interactive marketing spend is set to dethrone TV globally (this includes search marketing, display advertising, email marketing, mobile marketing, and social media) and represent 26% of all advertising.

Other Digital Forecasts

21. Connected TV Growth; It is predicted that 65% of TVs sold in 2012, will be connected TVs – rising to as many as 80% by 2015. Whilst a few brands have began investing in the space, 2013 is likely to see investment in TV apps and content accelerate – which will be partly driven by the introduction of Apple TV in 18 months time.
22. Connected Cars; In the same way TVs of the future are internet enabled, so too will cars – with an estimated 55 million global consumers able to access internet via their vehicle by 2016.



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