Étude sur les pratiques culturelles des Australiens - Deloitte

Étude sur les pratiques culturelles des Australiens - Deloitte

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Media Consumer Survey 2015 Australian media and digital preferences – 4th edition Contents 2 Foreword 5 Snapshot 10 About this survey 12 Entertainment 13 A balanced digital diet 17 T -Me 19 Subscribe to the future 20 Long live the (content) King 23 Masters of multi-tasking 26 Discovery in the age of choice 30 Devices 31 Modern (connected) Family 34 No move for mobile 37 It’s what you do with it that counts 39 Dancing to a different tune 40 Social 41 Seeing the world through social 45 From network to ecosystem 48 The fne line 50 Books, magazines and news 51 The renaissance of reading 53 Bucking the subscription trend 55 Nuance in the news story? 58 Advertising 59 Mixed fortunes for mass media 62 Charting the digital frontier 67 References 68 Authors 69 Contacts Foreword Our fourth edition of Deloitte’s Media Consumer Survey provides a snapshot of how Australians Consumers appear to be are currently consuming different media and maintaining a balanced digital entertainment and how this has changed over diet, while placing social at the time. In it, we consider: heart of everything they do and • How we like to be entertained • With what and whom we interact embracing all things subscription.

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Media Consumer Survey 2015
Australian media and digital
preferences – 4th editionContents 2 Foreword
5 Snapshot
10 About this survey
12 Entertainment
13 A balanced digital diet
17 T -Me
19 Subscribe to the future
20 Long live the (content) King
23 Masters of multi-tasking
26 Discovery in the age of choice
30 Devices
31 Modern (connected) Family
34 No move for mobile
37 It’s what you do with it that counts
39 Dancing to a different tune
40 Social
41 Seeing the world through social
45 From network to ecosystem
48 The fne line
50 Books, magazines and news
51 The renaissance of reading
53 Bucking the subscription trend
55 Nuance in the news story?
58 Advertising
59 Mixed fortunes for mass media
62 Charting the digital frontier
67 References
68 Authors
69 ContactsForeword
Our fourth edition of Deloitte’s Media Consumer
Survey provides a snapshot of how Australians Consumers appear to be
are currently consuming different media and maintaining a balanced digital
entertainment and how this has changed over
diet, while placing social at the time. In it, we consider:
heart of everything they do and • How we like to be entertained
• With what and whom we interact embracing all things subscription.
• Our preferred technologies and devices
too, in the renaissance this year of activities that
• How we use social networks and their infuence are completely offine such as live performances
• How we are responding to advertising. or a mixture of the digital and non-digital, such as
reading or listening to music. This on and offine One of the key themes in our report this year
or traditional and digital mix is also evident in our is that consumers appear to be maintaining a
methods of content discovery. In an environment balanced digital diet. And where we have talked
of seemingly endless choice, we mix the established of ‘digital tipping points’ previously, this does not
methods of TV advertising or indeed the broadcast seem to mean that once past the point where
schedule itself, with social network and platform-digital methods and means of consumption are
generated recommendations. mainstream or preferred by the majority, we
totally forgo our offine lives and non-digital This year we have seen social establish itself at
behaviours. This balance is manifest in the equal the heart of everything we do – augmenting our
pegging that using the internet and watching TV on and offine lives and becoming integral to
have as our top entertainment preferences. And many of our modern media consumption habits.
2The proportion of survey respondents engaging pay-as-you-go and rental models of consumption.
with social media on a daily basis has increased Undoubtedly heralded by telco retail plans over
from 27% in 2013 to 59% this year. This growth recent years, these have paved the way for, and
has seen networks morph into platforms and educated us in, monthly, low-cost subscriptions
platforms into ecosystems – through which we across multiple forms of media and entertainment.
consume news, connect with friends and family, Free music streaming services have introduced
broadcast ourselves, contribute to the debate premium subscription models, Subscription Video
and much more. On Demand (SVOD) services have launched in
our market this year and pay TV subscriptions The infuence of social advertising is increasing
have held frm with the introduction of lower faster than other media (with the exception of
cost channel packages. Our survey, felded after video) and as consumers we are becoming more
the launch of Presto TV and Stan and during the engaged with social channels as a route for
launch of Netfix, likely understates the extent discovery of entertainment and news content.
of user exploration and experimentation with And on news – what should we consider news
these services. The low price points support the on social these days? Rather than the usual
ownership of multiple services and consumers will, domain of funny baby and animal videos, the
in the year ahead, work out what they actually emergence of publishing in a social context
use, what they value and which services they feels like a contemporary newsstand and may
will retain. yet offer a viable revenue model for platforms
and publishers alike. In news too, the subscription story has played out
further – we have seen a slight (and so far ‘one A consumer trend we have seen this year is the
off’) increase in our willingness to pay for news embracing of all things subscription – or that as
(from 8% of respondents last year to 11% this consumers we are increasingly comfortable with
3year) – perhaps as we are getting used to paying distinctions may even have become obsolete
for content more broadly, aided by publishers as devices, platforms and consumer behaviours
offering up innovative bundles to both entice and continue to evolve.
retain customers. It’s a challenging and exciting time, not just for
Our fndings and insight in this report represent media, telco and tech companies, but for any
just a snapshot of what continues to be an ever organisation engaging with consumers in the
changing digital consumer landscape. The market digital age. We hope this year's report provides
has moved since we felded our survey in March you with some interesting food for thought....
and by next year some of our questions and
Niki Alcorn Clare Harding Stuart Johnston
Partner – Consulting Partner – Consulting Partner – Consulting
Digital Strategy Leader Media Leader TMT Leader
4Snapshot
Entertainment can already be seen among Trailing Millennials
who now view 31% of content using streamed We’re consuming a balanced digital diet –
means and 26% via traditional linear broadcast.This year, using the internet has joined watching
television as our preferred source of entertainment, Subscribing to the future – This year we
with 60% of survey respondents ranking each of have seen consumers begin to embrace the
these in their top three entertainment activities. idea of monthly, low-cost subscriptions across
Below the top spot, we have seen an upswing in multiple forms of entertainment, whether
the popularity of activities that are either solely or this is video streaming (12% of households),
largely performed in an offine context. Reading music streaming (10% of households) or the
books, attending live performances and listening emergence of ‘lifestyle’ bundles for news and
to music have all increased in popularity.
magazines subscriptions. Thirty nine percent
TV whenever and wherever – Time spent of survey respondents subscribe to a pay TV
watching TV and video content has increased service, a level which has been stable for the
to 17.2 hours per week in 2015 and options for past four years.
how we watch continue to rise with this year’s
Content is still King – We are zoning in on
advent of mainstream video streaming services.
the number of pay TV channels we regularly
Our survey was felded in March 2015, after the
watch, and over half of those with pay TV
launch of Presto TV and Stan, but prior to the
(55%) would rather just subscribe to the
release of Netfix Australia, and we watch with
channels they watch regularly or purchase
interest to see the impact on our time spent
the individual shows that they want to watch,
viewing linear broadcast – currently 44% of
rather than subscribe to a broader packaged
all TV and movie content viewing. This impact content offering. Content also drives cinema
5flm and video game selection. In video important discovery tool for the Trailing
streaming, rights to the best content will Millennials (59%) and Leading Millennials (52%).
produce the winners as the market matures. Devices
Masters of multi-tasking – Our love of The Modern (connected) Family – At our
multi-tasking continues; 85% of respondents disposal in the modern connected household
now multi-task while watching the home TV, are, on average, two TVs, two laptops, two
up from 79% last year. On average we perform tablets and two smartphones.
two additional activities while watching TV,
In what may be the result of device however only 25% of multi-taskers are engaged
convergence, for the frst time we’ve seen in activities that actually relate to the program
a small reduction in household ownership we are watching.
of laptop computers (from 87% to 82%),
Discovery in the age of choice – Almost a gaming consoles (from 55% to 51%) and
quarter (22%) of survey respondents identifed DVRs (from 46% to 43%) – all of which have
‘simpler ways to search and fnd content’ as utility and function that can be provided by
the most important factor to improve their another device.
viewing experience.
And the next tech trend lies in wearables
We rely on a balance of traditional and digital – after just over two years in the market,
means of discovery. We usually learn about new ftness bands are already at the same levels
TV shows, movies and online content through TV of adoption as tablets were in 2012 (owned
commercials (62%) and friends or family (56%), by 13% of households).
but social networks are becoming a particularly
6No move for mobile – After the signifcant Social networks have become social
growth in adoption of mobile technologies ecosystems – We now use social to interact
in recent years, this year ownership of with a much wider ‘ecosystem’ of content and
smartphones and tablets are stable at 81% information. We both contribute to and draw
and 62% of respondents respectively. But from this ecosystem – 26% of respondents
smartphones still keep us spellbound. They maintain a blog, while keeping up to date on
are our most valued devices, ranked by 58% breaking news is in the top three reasons for
using social for 36% of survey respondents.of survey participants in their top three.
The fne line for social – The use of social Social media
media presents a paradox for business. Half Seeing the world through social – Both our
of us (49% of survey respondents) believe our overall engagement with social media and the
customer service issues are more effectively frequency with which we use it are increasing.
raised and resolved through social media, and Now, 80% of Australian survey respondents use
55% of respondents say they are able to learn social media, up from 65% in 2012. Fifty nine
more about a company, brand, product or percent use social media on a daily basis and
service through their use of social media than 23% use social media more than three times
via their website. per day.
But consumers are still wary of commercial Social media use is so ingrained that for the
presence on social platforms and how their frst time over half of survey respondents (51%)
opinions are curated. Fifty nine percent of us stated that the time they spend interacting with
are concerned with the use of our posts and others through social media is as valuable as
tweets for promotional purposes. the time they spend together in person.
7Books, magazines and news the value of digital magazines, this does not
appear to be at the expense of print formats – Reading is having a renaissance – Reading
60% of respondents who have read a magazine books (in any format) has gained popularity,
in the last 12 months prefer to read a print copy. rising (slowly but steadily) at 3% CAGR since
2012, with 33% of people now ranking it in Nuance in the news story? – The landscape
their top three entertainment activities. Only of news continues to change, but there may
watching television, using the internet and yet be nuance in the long running story of the
listening to music are more preferred forms demise of traditional print news.
of entertainment. Household ownership of newspaper
E-book purchases continue to increase, with subscriptions remains relatively static and has
not fallen further this year – 21% of households a quarter of survey respondents purchasing
purchase a print or digital news subscription. at least one in the last 12 months and 70%
of survey respondents who purchase e-books News providers continue to fght an uphill
buy more digital books than they previously battle – most of us (89% of survey respondents)
bought in print formats. Although not all of are still not willing to pay for online news,
these e-books are actually being read; 57% of although this is slightly down (3%) since last
us are buying more e-books than we can read. year. Social media sites are emerging as a
popular method for accessing news – 9% Magazine subscriptions continue to fall –
of survey respondents reported social media Just 15% of households purchase magazine
as their most frequently used source of news, subscriptions, down from 27% in 2012. And
equal to print newspapers and radio news.whilst consumers are beginning to appreciate
8Advertising The impact of advertisements shown during
or after online videos continues to increase, Mixed fortunes for mass media – After
having grown at 19% CAGR over the past word of mouth, television ads continue to
three years – 40% of respondents now rate have the biggest infuence on purchase decisions
this ad format in their top three most infuential (with high or medium infuence on 63% of
on purchases. Although really capturing the respondents). The infuence of magazine and
attention of consumers remains a challenge newspaper advertising fell further this year
– 34% of survey respondents state that they (from 48% to 41% and from 50% to 42%
look for the skip button on ads when watching respectively) – overtaken in the ranks by
digital programming.cinema advertising (up from 41% to 47%).
New entrants on the list of infuences on
buying decisions this year are online personalities
and celebrity endorsements – both rated as
infuential by 27% of respondents.
Charting the digital frontier – In a digital
environment, sponsored search is still the
most infuential on purchase decisions, but
the number of respondents rating in their
top three infuences has declined from 48%
in 2014 to 42% in 2015.
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