Report shows social is at the heart of media consumption

Recent Deloitte survey shows we are using social to interact with a wider content ecosytem

Australians prefer a balanced diet for their media and entertainment and social is at the heart of everything, a recent survey has shown.

Deloitte’s annual Media Consumer Survey found put 60% of Australians put using the internet for social or personal reasons in their top three entertainment activities, equal with watching TV on any device.

According to the report, both overall engagement with social media and the frequency with which we use it are increasing. Now, 80 per cent of Australian respondents use social media, up from 65 per cent in 2012. Fifty nine per cent of survey respondents use social media on a daily basis, and 23 per cent do so more than three times a day.

“Social media use is so ingrained in Australia that for the first time more than half of survey respondents (51 per cent) stated that the time they spend interacting with others through social media is as valuable as the time they spend together in person," said Deloitte telco, media and technology leader, Stuart Johnston.

“In fact social networks have now become social ecosystems. We are now using social to interact with a much wider ‘ecosystem’ of content and information, and we both contribute to and draw from this ecosystem."

Keeping up to date with breaking news is one of the top three reasons for using social for 36 per cent of survey respondents. More than a quarter 26 per cent of survey respondents also said they maintain a blog.

When it comes to business, half of survey respondents said they believe customer service issues are more effectively raised and resolved through social media. Meanwhile 55 per cent said they are able to learn more about a company, brand, product and service through their use of social media than via their website. However, consumers are still wary of the commercial presence in social media, with 59 per cent are concerned with the use of posts and tweets being used for commercial purposes.

Johnston said social media for businesses presents something of a 'paradox' when it comes to effective engagement.

“This is useful information for all businesses, no matter whether in the technology, media and telecommunications sector, financial services, public sector, utilities or retail," he said. "If more than half of us rely on social media as the best way to connect with businesses, Australian businesses definitely need a social strategy.”

Mobile connectivity remains top of the engagement agenda, with 81 one per cent of Australians spellbound by their smartphones. For Johnston, this means that mobile technologies continue to be paramount when it comes to engaging and retaining customers.

“Connectivity is the name of the game," he added. “The modern Australian family or household is a connected one - with an average of two TVs, two laptops, two tablets and two smartphones!”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in