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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in