2014 digital trends in australia
DESCRIPTION
An overview of the global and local trends impacting on media, technology and marketing in Australia in 2014TRANSCRIPT
Death to Digital:
Australia &
Media In 2014 Ciaran Norris, Chief Digital Officer
3 Over-Arching Themes
Global retail LCD screen demand (bn sq feet)
• No More New Media
• Audiences vs. The Industry
• Truly Personal Computing
• Get Connected
• Content Everywhere
• Everything Is Screened
• It’s In The Game
• The Cookie, Monstered
• No More New Media
• Audiences vs. The Industry
• Truly Personal Computing
• Content Everywhere
• It’s More Important Than That
• Everything Is Screened
• The Cookie, Monstered
NO MORE NEW MEDIA
19%
13%
14% 14%
14%
12%
14%
0-14 15-24 25-34 35-44
45-54 55-64 65+
The “Adams” Generation
Source: Austraian Bureau of Statistics, 2011; UK ONS, 2011
c32% of Aus population born since
the web was invented
Douglas Adams: Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.
TV
Mobile
Desktop or laptop
Radio
Tablet
Newspapers/Mags
This Is Traditional Media
57% of AU media time is
online
6.4 HOURS OF MEDIA PER DAY``
Source: InMobi Mobile Consumption Research Feb 2014
• No More New Media
• Audiences vs. The Industry
• Truly Personal Computing
• Content Everywhere
• It’s More Important Than That
• Everything Is Screened
• The Cookie, Monstered
AUDIENCES VS. THE INDUSTRY
Jacob Bøtter on flickr
Budgets Are Out Of Kilter
Source: SMI Jan-Sep 2013
Consumers Are Out-Pacing Advertisers
Unless You Ask The IAB The rise of international and non-agency spend?
Source: PwC Australian Entertainment & Media Outlook 2013-2017
But Where Will The New Money End Up?
Source: PwC Australian Entertainment & Media Outlook 2013-2017
Spend by media owner, 2017
There Are Good Reasons
Logistics Count
Country/Provider Australia/Telstra UK/BT
Max Usage 50GB Unlimited
Max download (ADSL2+) 20Mbps 16Mbps
Max download (ADSL) 8Mbps NA
Price (monthly) $73 (24 months) £10 (12 months)
Average download 13.62Mbps 22.51Mbps
Global position 52 29
But Excuses Are Running Out
• No More New Media
• Audiences vs. The Industry
• Truly Personal Computing
• Content Everywhere
• It’s More Important Than That
• Everything Is Screened
• The Cookie, Monstered
TRULY PERSONAL COMPUTING
raneko on flickr
We like to talk about
the post-PC era
Steve Jobs, 2010
Tablets Smartphones Population Mobiles
Australia Is Smart
Source:Various
Tipping Point
51%
34%
14% 1%
Computer Phone
Tablet Other
Source:Nielsen Online landscape Review Jan 2014
Mobile Media Is Different
Source: Nielsen Smartphone Analytics USA
“Attention is a zero sum game; every minute spent in
Snapchat or LINE or WhatsApp is a minute not spent in
Twitter or Facebook or Instagram”
Ben Thompson, Stratechery.com, Dec 2013
20
GET CONNECTED
Smart Watches
Smart Health
Smart House
But we still lose our keys
tomscott.com
FUTURE OF SEARCH
Images of Money on flickr
Maps: The Search Of Mobile?
• No More New Media
• Audiences vs. The Industry
• Truly Personal Computing
• Content Everywhere
• It’s More Important Than That
• Everything Is Screened
• The Cookie, Monstered
CONTENT EVERYWHERE
brankomaster on flickr
>37 million views on YouTube
KLM Make Shareable Personal Experiences
Pharrell Makes 24 Hours Of Happy
• No More New Media
• Audiences vs. The Industry
• Truly Personal Computing
• Content Everywhere
• It’s More Important Than That
• Everything Is Screened
• The Cookie, Monstered
EVERYTHING’S SCREENED
Charles Nadeau on flickr
Everything Is Screened 73% of daily media consumption is via a screen
TV
Mobile (exc. SMS& calls)Desktop or laptop
Radio
Tablet
Newspapers/Mags
Source: InMobi Mobile Consumption Research
TV Holds The Least Exclusive Attention
0%
5%
10%
15%
20%
Smartphone Laptop Tablet Desktop TV
Exclusive Screen Use
Source: IAB Australia Multi-Screen Research, 2013
But It’s Getting Bigger
Lots Of Things Are Streamed
To Impatient Audiences
47
IN THE GAME
49
• No More New Media
• Audiences vs. The Industry
• Truly Personal Computing
• Content Everywhere
• It’s More Important Than That
• Everything Is Screened
• The Cookie, Monstered
THE COOKIE, MONSTERED
Regulation Is Coming
Whose Data Is It Anyway?
Do Not Track?
More Than Cookies
Who’s Next?
Summary
• There’s nothing new about new media
• Media is mobile, and it’s different
• Connected devices are creating utility
• Attention is a zero-sum game
• Anyone can be a publisher
• Media is only getting more important
• Games aren’t just for kids
• Cookies: can isn’t the same as should