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

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...

Julia Summer

Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices

Read more

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

Latest Podcast

More podcasts

Sign in