A new report from Meltwater ANZ has reaffirmed digital’s position as the most influential media, surveying 1000 Australians on their attitudes and adoption of digital technologies.
The report aims to show Australian organisations how they can improve their communication by providing an understanding of consumer behaviour.
With the closure of Famous being announced earlier this week, it is evident younger audiences have shifted to social platforms for not only news content, but also entertainment, with more than 50% of Australians above 16 years of age considering the internet as their main source of entertainment. The statistic is up 11% from 2014.
Meltwater ANZ director David Hickey believes all the signs are pointing to a digital future and businesses cannot afford to ignore this if they wish to remain competitive.
Speaking on the closure of Famous, Hickey says: “Publishers need to be asking the tough questions including where are our users sitting? Whether they stop printing magazines altogether, I think there should be a natural shift in focus to spending most of the resources on engaging users online.”
The report found that online media is now considered more influential to businesses and their customers than any other medium, with a third of respondents indicating that preference, followed by print with 24% and TV scoring 22%.
Hickey says advertisers have followed users in their shift to online mediums.
"As a result businesses have paid for that, so they have shifted their budgets to more of an online focus because that’s where their clients are," he says.
“Typically our clients were focusing on monitoring, broadcast and print. Now we are driving our customers to focus most of their attention to online and to have an auxiliary plug for print and broadcast."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.