Social networking is now entrenched as a mainstream practice among Australian consumers, with users increasingly shunning marketing messages and turning to their own networks for advice. According to Forrester Research’s latest report, Australian Adult Social Technographics Revealed, three quarters of Australian online adults now use social technologies, with one-quarter creating their own content.
The report’s author, Steven Noble warned that marketers must rethink their strategies in light of such a fundamental shift in how Australians use media.
“As a small, developed market that makes heavy use of social technologies, Australia is the perfect launchpad for global brands adopting social marketing tactics,” he said.
“Historically, marketers have promoted their brands by carefully crafting and sending out messages. “However, Australian consumers are less and less likely to listen.”
The report found that consumers are resisting push marketing and actively seeking tools that allow them to block marketing messages. The report cites that rapid take up of the Do Not Call Register launched in May 2007, where it took less than a month for the first 1 million Australians to block telemarketers. Over 10,000 Australian households now use the IceTV electronic program guide (EPG), which allows consumers to skip TV advertising.
Online time has now outstripped TV viewing time with consumers favouring new interactive channels more than with any other form of media.
Online consumers have also embarced interactive channels on the back of a national swing towards more affordable and accessable broadband internet access. The number of households with non-dial-up Internet access rose from 1.8 million to 5.2 million in the period from March 2005 to December 2007. “The number of Australians using broadband at work also increased dramatically. With fast access at their fingertips, Australian online adults now spend more time with interactive channels than with any other form of media, “ Noble said.
Online consumers are also using peer recommendations on companies and brands to inform their purchasing decisions.
Meanwhile, almost half of Australian online adults are members of social networks. 3.3 million Australians have Facebook accounts, but beyond that consumers are also congregating around online forums.
Broadband discussion group Whirlpool, has topped 16.5 million posts. While dance music site InTheMix.com.au, has exceeded 5.7 million posts in its forum. Noble said as only 24% of online adults in Australia do not regularly use social technologies in some way it was crucial that marketers pursued their consumers in their newly create online habitats, which are distinctly Australian.
“If they assume that Australia follows the US experience, they’ll be surprised to find online adults in Australia are more likely to be content creators than their US counterparts.” he said.
“Our path is neither ahead nor behind the US experience; it’s just different.”
