With 80 per cent of Australians spending more time on the Internet than they do watching television, CMOs must look beyond traditional channels and harness online if they are not to be left behind by an increasingly connected and digitalised consumer.
Following the release of Digital in 2018, a report on social media and digital trends around the world by Hootsuite and We Are Social, it seems seamless digital integration, audio visual content, and influencers are now key to meeting customers where they are in the digital age.
The report found nearly 90 per cent of Australians are online and spend more than five hours a day on the Internet, compared to only three hours watching TV. Ninety-three per cent use the Internet daily, and 36 per cent also use an ad-blocking tool.
In addition, six in 10 Australians watch online videos every day, and more than 12 million Australians purchased goods online, an increase of 4 per cent year-on-year. However, 28 per cent of Internet users identify TV as the channel to first introduce purchased products, followed by online at 16 per cent.
According to the report, the top four Australian websites are google.com.au, followed by YouTube, google.com, and Facebook.
Hootsuite also found two-thirds of the Australian population, or 17 million people, use social media each month, with Facebook the top social media platform, followed by YouTube. More than half a million people started using the Internet in the past 12 months, an increase of three per cent, and one million people started using social media for the first time in 2017, an increase of six per cent over 12 months. In addition, Australians spend almost 100 minutes using social media each day.