12 July, 2012 – Australians are spending the majority of their time online. According to various sources* including ExactTarget’s Digital Down Under Report:
Lee Hawksley, managing director of ExactTarget Australia said, “It is a fact that social media is revolutionising the way people communicate. These statistics show that people are increasingly spending more time online which creates a tremendous opportunity for businesses to connect with their consumers across the channels they use most.”
“Creating relationships between brands and consumers requires more than just a clever tagline and some posh marketing materials. To truly connect with customers, we need to understand their behaviour and motivations.”
“94 per cent of Australians are now internet users, with mobile device sales outnumbering PC’s for the first time in 2011. From the smartphone to the tablet, the digital revolution is affecting every corner of the globe. With the revolution happening now, it is important to understand how individuals in Australia are using social media, email, mobile, and the internet.”
ExactTarget has researched daily online behaviours in Australia. This is the first of a two part series, the second is around a day in the life of an online Australian including how motivations change throughout the day and how this impacts what they view online.
Average internet use by state
13.4 million Australians are online an average of 18.8 hours a day
How Australians spend their time online
The Australian Facebook user
Australian consumers like Facebook - a lot. According to ExactTarget’s Digital Down Under report Aussies are more active on Facebook than either the US or UK consumers surveyed.
The Australian Twitter user
Twitter users tend to be some of the most active online consumers. Of those who are active on Twitter, 51 per cent check it at least once per day, and 18 per cent report using Twitter consistently throughout the day.
Lee Hawksley said “Examining the online behaviour of Australia is crucial for marketers as it gives insights into consumers to deliver the right message, to the right audiences, through the right channel, at the right time. Understanding your customer is the first step in designing a marketing campaign.”
The full Digital Down Under report is available upon request.
About the Digital Down Under report
Based on a survey of more than 1,400 online Australian consumers (ages 18 and older), ExactTarget’s Digital Down Under report is the latest research report in ExactTarget’s Subscribers, Fans and Followers series to explore consumer behavior across email, Twitter and Facebook.
Digital Down Under research provides marketers exclusive insight into consumers’ online preferences and motivations for interacting with brands on email, Facebook and Twitter.
Other sources include; *Australian Bureau of Statistics, AIMIA Sensis Social Media Report, Stephen Cater Social Media in Australia, Australian Direct Marketing Association.
ExactTarget is a leading global provider of email marketing and cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media and websites. ExactTarget’s powerful suite of integrated applications enable marketers to plan, automate, deliver and optimise data-driven interactive marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices across North America and in Europe, South America and Australia, ExactTarget trades on the New York Stock Exchange under the ticker symbol “ET.” For more information, visit www.ExactTarget.com.
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