In 2017 Australian consumers are bracing themselves for an onslaught of incoming media. Not only are we binging on our favourite tv program but we’re tweeting, posting and blogging about it through social media. In a year where content is king how will media be expected to survive the winter?
Reshaping the definition of TV
In 2017 TV is the most trusted source of advertising after word of mouth reviews. And while tv content continues to engage viewers as the most dominant form of media (Sensis) it’s the type of tv content that is changing. According to Deloitte’s 2017 Media Consumer Survey 32% of people (Figure 4) now have a SVOD (Subscription Video on Demand) and 50% of people now own a Smart TV (with IP enabled access). Consuming video content on devices (PCs, tablets and smartphones) has increased in popularity and is the preferred method of entertainment (Lynch). The level of accessibility to all consuming and readily available content is reshaping Australians definition of TV in 2017.
Trends and influences in purchasing decisions
Social media is the fastest growing influence on purchase decisions in Australia. Amongst the media landscape in 2017 40% of people (Figure 13) were influenced to make a purchase decision via Search Engine Advertising compared to the 37% in 2016 (Deloitte). Similarly in Ads Delivered on Social Media Platforms and an endorsement from an online personality were important influences on purchase decisions to 36% and 29% of people respectively (Deloitte). User focused, more intimate forms of communication are becoming increasingly popular amongst all consumers of social media (PwC). By engaging with consumers companies are creating accessible touch points using social media ads, sponsored posts and network sites to increase their influence on purchase decision.
Decline in the use of Social Media and the rising demand for engaging content
In 2017 more Australians are disengaging with social media than ever before. This problem has led to a rise in demand for more engaging social media content (PwC). Whilst 59% of us engage with social media on a daily basis, 31% of people have temporarily or permanently deactivated their social media accounts this year (Deloitte). Only the most purposeful and engaging content will peak the interest of consumers and increase levels of trust towards the brand (Sensis). In light of consumer’s decline in social, many Australians are prioritising personal relationships in real life over maintaining their social media image.
Consumers prefer to pay for content rather than watch ads
Consumers in 2017 would rather pay for content online in exchange for not being exposed to advertisements. When given the choice more Australians use technology to filter unwanted ads altogether. Deloitte’s media consumer survey indicates that 77% of people will skip an ad playing before a video, and one in three people use ad blocking technology to avoid ads altogether. In a culture where online entertainment is instant consumers are becoming more skeptical and discriminating (Schonbrun). Across all forms of media (Figure 14) Australians have ultimately shown an eagerness to pay for content to avoid all exposure to ads.
In 2017 will social media advertising bend the knee and make way for a new content king?
If you’re interested in discovering how to engage your Social Media audience and would like some advice on what options would be best for you just drop us a line!
Shea, Alana, and the team
Deloitte, Media Consumer Survey 2017. Retrieved: http://landing.deloitte.com.au/rs/761-IBL-328/images/tmt-media-consumer-survey-2017-INB_pdf.pdf?utm_source=marketo&utm_medium=email&utm_campaign=tmt-media-consumer-survey-2017-INB&utm_content=text-cta
Lynch, J. How Millenials Consume TV Depends on Which Stage of Life They’re In. AdWeek, 24 March 2017. Retrieved:http://www.adweek.com/tv-video/how-millennials-consume-tv-depends-which-stage-life-theyre-170393/
Sensis, Sensis Social Media Report 2017; Chapter 1 Australians and Social Media, 22 June 2017. Retrieved:
Schonbrun, Z. Consumers May Be More Trusting of Ads than Marketers Think, The New York Times. 30 July 2017. Retrieved:https://www.nytimes.com/2017/07/30/business/media/consumers-may-be-more-trusting-of-ads-than-marketers-think.html?rref=collection%2Ftimestopic%2FConsumer%20Behavior&action=click&contentCollection=timestopics®ion=stream&module=stream_unit&version=latest&contentPlacement=2&pgtype=collection
PwC. Perspectives from the Global Entertainment and Media Outlook 2017 – 2021!, 2017. Retrieved: