Vox Populi: State of the Media Democracy Survey 2nd Edition - Deloitte

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Vox Populi: State of the Media Democracy Survey 2nd Edition Australia’s media usage and preferences 2013

Contents

Foreword

1

About this survey

2

Key insights

3

Survey snapshot

4

Entertainment

7

Media devices

13

Internet

19

Advertising

23

Newspapers and magazines

29

References

34

Relevant Deloitte thought leadership

35

Contacts

36

Foreword

This, the second edition of our media usage and preferences survey, provides a current snapshot and unique demographic insight into how Australian consumers are consuming different media and entertainment, using technology and devices, using the Internet, responding to advertising – and how this might likely evolve in the future. This survey is part of a global Deloitte research project with data gathered in Australia, France, Germany, Italy, Japan, Korea, Norway, Spain, United Kingdom and United States. The research was undertaken at the close of 2012 and considers: • Australian consumer usage and preferences for traditional and emerging media devices and platforms • The role of social media in media and advertising • Reactions to traditional, online and next generation forms of advertising • Implications for broadcasters, advertisers, content producers, distributors, developers and device manufacturers, in responding to consumer behaviours and preferences.

The findings and insights are relevant to organisations across multiple sectors and are not limited to those within the media – the challenges of anticipating and responding to digital consumer behaviours and connecting with audiences and customers across platforms and devices are common across industries. Where possible, we have included comparisons with last year’s survey data to show where and how things have shifted. Likewise, we have included some international comparisons. Additional details can be found in the individual country reports published by different Deloitte member firms. It’s a cliché, but the only constant our clients are experiencing is change. We work with them everyday to help them anticipate and respond to the challenges and opportunities this change presents. As such, we hope you find the survey results interesting and more importantly useful, in informing your own responses to ever evolving consumer behaviours and preferences.

Damien Tampling Clare Harding Partner Partner National Leader Consulting Leader Technology, Media Technology, Media & Telecommunications & Telecommunications

1

About this survey

About Deloitte’s Australia media usage and preferences survey Focusing on four generations and five distinct age groups, the survey provides a point in time snapshot of how consumers between the ages of 14 and 75 are interacting with media, entertainment, technologies and information and – what their preferences might be in the future.

Identical questions were asked across all geographies and age groups. All data is weighted back to the most recent census data in each country.

Undertaken by an independent research organisation during December 2012 and January 2013, the survey employed an online methodology to obtain usage and preference data from consumers in ten countries, including over 2000 Australian consumers.

It should be noted, this report contains self-reported data, and therefore a ‘human element’ is always present in our findings.

Additional insights for this report were derived from Deloitte Telecommunications, Media and Technology experts who work every day with leading Australian companies in these sectors.

Figure 1 Consumer groups surveyed

Leading Millennials

Trailing Millennials

Age: 2