The daily survival habits of Australians in the content jungle

Mario Tama/Getty Images
  • More Australians are turning to social media as their primary news source.
  • But daily social media use has dropped to 55% from 59% last year, says Deloitte’s annual Media Consumer Survey.
  • Most people (91%) multi-task while watching television.
  • 58% feel local content on streaming services is important
  • 82% would skip past video ads, if possible.
  • Australians are showing a fast takeup of digital voice assistants such as Google Home, Apple HomePod, and Alexa.

Deloitte just released its annual Media Consumer Survey, showing how Australians are coping with the proliferation of media and entertainment content.

Leora Nevezie, Deloitte Digital partner and report author, says the snapshot highlights growth areas of in-home voice technology and esports.

“While in-home digital voice assistants are relatively new, Australia’s take up rate is rapid,” she says.

Nearly 10% of respondents already have devices in their homes, with many having more than one and 55% of these using digital voice assistants daily (59% of millennials) and 86% weekly (90% of millennials).

“The race is on for advertisers and brands to adapt to this technology and become the ‘default option’ on a new channel which generally provides a single conversational response to each question,” says Nevezie.

“Esports are also emerging as a perfect storm of opportunity in our entertainment market, combining video-gaming, social networking, live-streaming and e-commerce in one hugely popular package.”

Nearly 35% of male millennials attended or streamed an average of 20 esport events last year and 47% are heavily influenced by advertising within the gaming environment.

A snapshot of the survey:

News

  • Traditional news formats (TV news stations, variety/talk shows, radio, newspapers and magazines) are still the most favoured news source for respondents, despite some decline (51% from 55% last year)
  • Newspaper subscriptions edged higher to 17% from 16%. But magazine subscriptions were down to 11% from 16% last year
  • There is an increase in the number turning to social media as their primary news source (17%, up from 14% last year), with the figure highest among millennials (28%)
  • 62% (65% last year) of respondents are concerned about fake news
  • 64% agree that nothing would make them pay for news
  • Leading millennial respondents identify three primary areas that would influence their decision to pay for news: trust and brand association (26%), unique content (24%) and alignment with their values (19%).

SVOD (subscription video on demand)

  • 57% require more than one service (average of two)
  • Netflix remains the top streaming provider for SVOD subscribers (89%) followed by Stan (26%) and Foxtel Now (23%)
  • 91% of respondents (96% of millennials) multi-task while watching TV
  • Nearly a quarter of SVOD users neither value (21%) nor are confident in (23%) the personalised programming recommendations provided by algorithms.

Social media

  • 85% (and 95% of millennials) use social media, with Facebook number one across all demographics
  • Daily social media use has dropped to 55% (59% last year) and is now close to 2014 levels (54%)
  • There has been a sharp drop in those who see social media contact as being equal in value to actual time spent together (40% from 55% last year)
  • Heavy users (those who check in at least 10 times a day) dropped to 9% (12% last year) with millennials (aged 14–28) dropping to 15% (26% last year).

Esports

  • 14% of all respondents attended, watched or streamed an esports event last year, including 26% of millennials
  • Millennial males averaged four events in person, six via live-streaming and ten using on-demand streaming.

Voice technology

  • Google Home (July 2017), Apple HomePod (Jan 2018) and Alexa (February 2018) are new into our homes, with 9% indicating they own at least one of these devices. The US has taken three years to reach 15% penetration.
  • Younger generations and high income earners ($100,000+) are the most likely purchasers (15%).
  • Data protection

    • Only 15% believe companies take adequate steps to protect data
    • 93% believe they should have the right to ask a company to permanently delete their data. Three-quarters (76%) said they would request permanent data deletion even if it resulted in a negative impact to their service
    • Financial service providers and banks were most trusted, followed by Telcos (52%). Less trusted were streaming services (20%) and social media (15%).

    Advertising

    • 82% would skip past video ads, if possible (77% last year)
    • 63% would abandon short form content if they didn’t have the option to do so (58% last year).

    The Seventh Deloitte Media Consumer Survey uses self-reported data from 2000 consumers in Australia.

    Business Insider Emails & Alerts

    Site highlights each day to your inbox.

    Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.