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Young Australians Slide 1 Young Australians Slide 2 Young Australians Slide 3 Young Australians Slide 4 Young Australians Slide 5 Young Australians Slide 6 Young Australians Slide 7 Young Australians Slide 8 Young Australians Slide 9 Young Australians Slide 10 Young Australians Slide 11 Young Australians Slide 12 Young Australians Slide 13 Young Australians Slide 14 Young Australians Slide 15 Young Australians Slide 16 Young Australians Slide 17 Young Australians Slide 18 Young Australians Slide 19 Young Australians Slide 20 Young Australians Slide 21 Young Australians Slide 22 Young Australians Slide 23 Young Australians Slide 24 Young Australians Slide 25 Young Australians Slide 26 Young Australians Slide 27 Young Australians Slide 28 Young Australians Slide 29 Young Australians Slide 30 Young Australians Slide 31 Young Australians Slide 32 Young Australians Slide 33 Young Australians Slide 34 Young Australians Slide 35 Young Australians Slide 36 Young Australians Slide 37 Young Australians Slide 38 Young Australians Slide 39 Young Australians Slide 40 Young Australians Slide 41 Young Australians Slide 42 Young Australians Slide 43 Young Australians Slide 44 Young Australians Slide 45 Young Australians Slide 46 Young Australians Slide 47 Young Australians Slide 48 Young Australians Slide 49 Young Australians Slide 50 Young Australians Slide 51 Young Australians Slide 52 Young Australians Slide 53 Young Australians Slide 54 Young Australians Slide 55 Young Australians Slide 56 Young Australians Slide 57 Young Australians Slide 58 Young Australians Slide 59 Young Australians Slide 60 Young Australians Slide 61 Young Australians Slide 62 Young Australians Slide 63 Young Australians Slide 64 Young Australians Slide 65 Young Australians Slide 66 Young Australians Slide 67 Young Australians Slide 68 Young Australians Slide 69 Young Australians Slide 70 Young Australians Slide 71 Young Australians Slide 72 Young Australians Slide 73 Young Australians Slide 74 Young Australians Slide 75
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Australian Media Consumption Trends 2015
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Young Australians

  1. 1. it’s all changing …and this is important we understand the change within the: who, how, when and where….
  2. 2. who how when and where The The media customers that got us The way we have sold that got us here, won‟t to customers in the past here, won‟t work as well won‟t work as well into get us there anymore the future
  3. 3. Forget Baby boomers, Gen Y (11-29 years of age) is now the largest and it’s all changing potentially most influential group of consumers in Australia. 27% of the Australian population* They Eat, Pray, Love and do just about everything else differently * ABS Australian Demographics Statistics, Jun 2010
  4. 4. 1. WHO 1. Gen Y 5.85M 2. Gen Z 3.06M 2. WHAT THEY Connecting 3.WHAT THEY ARE VALUE • Family CONCERNED ABOUT • Friendships with youth is (PERSONALLY) • Health • Body Image complicated but • Family conflict • Coping with stress necessary 4. ONLINE • 85% want to pay 7. HEALTH 6. SOCIAL MEDIA 5. ATTITUDES TO for online content • Losing sleep to • Very wide ON-LINE • Downloaded music gadgets spread (RETAILING) without paying • Not enough fruit • Creating & BRANDS AND (28% as their & veggies sharing SHOPPING primary source of • Not enough their ??? music) physical activity • Protective of their to have health online identity
  5. 5. Defining Who
  6. 6. gen y Born 1982 - 2000 Age: 11 – 29 5.85 Million 27% Sources: The Australian Bureau of Statistics
  7. 7. gen z Born 2001 + Age: < 11 3.06 Million 14% *Also termed Generation I (Internet) or Generation M (Multitasking) Sources: The Australian Bureau of Statistics
  8. 8. what young people value… Top 3 across all age groups:
  9. 9. 1 family 2 friendships 3 health Source: National Survey of Young Australians, 2010
  10. 10. School/study satisfaction was highly valued by a greater proportion of 11-19 year-olds (30%) compared to 20-24 year-olds (14%) Source: National Survey of Young Australians, 2010
  11. 11. Young adults were more likely to highly value financial security and being independent than their younger counterparts Source: National Survey of Young Australians, 2010
  12. 12. what issues are of concern?
  13. 13. 1. Personal Concern Top 3: Body Image, Family conflict Coping with stress (up 8.6% compared to 2009) Differences by age groups: 11-14 years – bullying in 3rd place 20-24 years – depression in 3rd Differences by gender: Alcohol top ranked issue for males Source: National Survey of Young Australians, 2010
  14. 14. 2. Concern for Australia Top 3: Environment (45.7%) Alcohol and Drugs (37.1%) Crime, Safety & Violence (21%) Source: National Survey of Young Australians, 2010
  15. 15. how do young people feel about the future?
  16. 16. 64.3% felt positive or very positive 27% felt neither positive nor negative 8.7% felt negative or very negative about the future Source: National Survey of Young Australians, 2010
  17. 17. Where do young people turn for advice? TOP 3 Friends (85.9%) Parents (74.9%) relative/family friend (60.9%) 25.5% of respondents identified the internet as an important source of advice. Consistent growth of internet as source of advice over last years (up 10% from 2002) Source: National Survey of Young Australians, 2010
  18. 18. What activities are young people involved in? TOP 3: sports as a participant (71.3%) sports as a spectator (57.2%) arts/cultural activities (31.2%) Source: National Survey of Young Australians, 2010
  19. 19. Miss Gen Y • Traditional skills (cooking, baking, gardening) on the decrease – 51% of women aged under 30 can cook a roast compared with 82% of baby boomers – 23% can grow a plant from cutting, compared to 78% of baby boomers • New skills on the rise – Working full or part-time – Taking on men’s tasks: of the under 30 year-old women, 77% mow the lawn, 70% wash the car Source: Gen Y Women losing female skills such as cooking, ironing, and sewing, The Sunday Mail, 2011
  20. 20. health
  21. 21. 14% of the students were found to meet both the recommended daily intake of vegetables and fruit Source: “Survey of Australian school students reveals they are overweight and a 'chronic disease time bomb‘”, Feb 2011
  22. 22. 85% of the students did not engage in enough activity for it to have a health benefit
  23. 23. Young Australians and money matters
  24. 24. 54% of 12-18 year old teenagers used their bank accounts for saving money 33% of Gen Y believe they will be permanently locked out of owning a house 21% save for clothes and education Sources: Money matters,, June 2011; Money matters, 2011
  25. 25. 35% save for a tech gadget 32% save for a car Source: "Teenagers are on the money", June 2011
  26. 26. • 25% of Gen Y would consider moving back home with their parents in a effort to gather enough cash to enter the property market. • Job motivation: Almost 33% of Gen Y indicate money as the main motivator, compared with 15% of Gen X and 9% of Baby Boomer respondents. Sources: "One third of gen [..], April 2010; "Gen Y, [..], 2007
  27. 27. Defining How?
  28. 28. Internet & online behaviour
  29. 29. the conservative, „ethical‟ generation” Source: Gen Z – the conservative, ethical generation, June 2011
  30. 30. Meet gen Z, the digital natives who will shape the future” Source: Meet Gen Z [..], Oct 2010
  31. 31. – 50% say online is their favourite type of media (up from 37% in 2009) – Top online pastimes: playing games (31%), chatting (27%), social networking (22%) – 84% have accessed the internet via their mobiles; 25% do it constantly – Most popular app on the phone is social networking – More than 41% prefer TV as their main source of news; 22% online newspaper/magazines (up from 16% in 2009) – 37% identified comedies and sitcoms as the most popular programs – Cross-task: 10% said they surf the net on TV or watch TV on the internet (up from 4% in 2009) Source: Gen Z – the conservative, ethical generation, June 2011
  32. 32. – 28% claim to never pay for online content. – Online activity encourages teens to engage more with their real life contacts – Teens keep their online identities true to themselves – When using an online ‘avatar’ identity, teens are protective about revealing their identity Source: Meet Gen Z [..], Oct 2010
  33. 33. “Australian Teens Protective of their Online Identity” – Online relationships are considered fun, not serious. Real life relationships are more important than online ones – Online activity encourages teens to engage more with their real life contacts – Teens keep their online identities true to themselves Source: Australian Teens [..], Feb 2010
  34. 34. Online behaviour – risky “Teenagers open to web dangers, survey reveals” Source: Teenagers open [..], Jan 2011
  35. 35. More than a quarter of Australian teens surveyed said they were allowed unsupervised use of the internet at home Source: Teenagers open [..], Jan 2011
  36. 36. More than57 % of Australian teens were allowed to use computers in their bedrooms Source: Teenagers open [..], Jan 2011
  37. 37. 24% of children aged eight and under are using the internet without supervision Source: "Oz Teens Security Online", Jan 2011
  38. 38. Half admitted to occasionally hiding details of their online activities from parents Source: Teenagers open [..], Jan 2011
  39. 39. More than 60% don't believe it is safe to reveal a password to a friend they trust, while 46% won't open an unfamiliar attachment Source: Teenagers open [..], Jan 2011
  40. 40. “Survey finds free internet downloads primary music source for teenagers” – 28% of Australian teens nominated ”downloading from the internet without paying” as their primary source of music – 26% of Australian teens admit they ”at least sometimes” download or stream movies, compared with a global average of 46% Source: “Arr, we pillage [..], Dec 2010
  41. 41. losing sleep over gadgets Source: “Gen Z [..]”, June 2011
  42. 42. social media
  43. 43. “Habbometer” – Habbo Hotel research • Habbometer: survey tool to survey teens on Habbo Hotel • Launch: Sep 2010 • Habbo Hotel: Virtual community and social game for teenagers 200 million registrations = virtual characters (Jan 2011) Users from over 150 countries Founded 2000 Source:,
  44. 44. What role do social networking sites play? • Widespread usage of social networking sites (Facebook, bebo, flickr, etc): – 90% of 12 – 17 year olds – 97% of 16-17 year olds Source: Literature review of the Cooperative Research Centre for Young People, Technology and Wellbeing
  45. 45. How do users communicate on social network sites? • Predominantly by updating and customising their profile, commenting on photos, posts and walls, and instant messaging. • By creating and sharing their own ‘small media’ in their everyday communicative, creative and social activities. • By combining online and offline worlds as one in a physical and temporal sense. Source: Literature review of the Cooperative Research Centre for Young People, Technology and Wellbeing
  46. 46. Defining When and Where
  47. 47. attitude to online (retailing), brands and shopping
  48. 48. “Enthusiastic embracers” communicate on the go • Market segment “enthusiastic embracers” are – 18-30 years old – knowledgeable about new services and technology – engage heavily with 3G mobile and internet services • 95% of 24-35-year-olds have a mobile phone • 79% of 18-24-year-olds use their mobiles more often than a fixed- line service • VoIP services adoption rate highest among 25-34 and 45-54-year- old, above early adopters (18-24-year olds), likely due to cost Source: Convergence and Communications, March 2009
  49. 49. 18-24 year olds have highest level of full mobile substitution. ⅓ of Australians in this age group live in a mobile-only household (significantly higher rate than any other group). Source: Convergence and Communications, March 2009
  50. 50. Mobile phone preferences • Attitudes of children (aged 6-13) to their mobile phone Who pays? 59% of cases: parents 34% of cases: the child Source: Mobile phones and the consumer kids, Australia Institute Research Paper No. 41, Feb 2007
  51. 51. Smartphone market Australia 50% of Australians with a mobile phone own a smartphone • More than ¼ of • Shopping and banking via the smartphone? smartphone owners – Only 6% have used it to pay for have an iPhone (compared to 17% something in a shop globally) – ⅕ of Australians have used mobile • 6% have a BlackBerry banking • 4% have Android phones (compared to 25% globally) Source: “iPhone dominates Australian smartphone market”, May 2011
  52. 52. Parents’ view of kids’ internet and mobile phone usage • Internet access of children (5-17 year olds) mainly determined by age – 72% access the internet in an open family space (e.g. living or family room) – 17% use the internet in a private space (e.g. their bedroom) • Types of online activities shift with age – 5-10 year olds most likely to play online games – 12-17 year olds most likely to use SNS and email – 91% (across all age ranges) use the internet for educational activities • Average time spent online (parents’ estimate) 7.1 hours per week with more time spent as children get older • One in two children has access to a mobile phone, with 16% of the mobiles linked to the internet Source: Australian Children’s Cyber-safety and E-Security Project, June 2010
  53. 53. Talking about your generation Young Australians (16-30 year olds) are looking to their friends to validate who they are, what they consume and what’s important in life Source: Urban Market Research 2010/11
  54. 54. More young people have mortgages (up from 11.5% last year to 14% this year) Source: Urban Market Research 2010/11
  55. 55. 80% do other things while surfing the web and being active on social networks Source: Urban Market Research 2010/11
  56. 56. 47% live with their parents 24% rent and 15% live in a share house Source: Urban Market Research 2010/11
  57. 57. TV lives: 21% of respondents watch 10 hours or more each week. Masterchef, the Simpsons and the Big Bang Theory are the favoured shows. TV is also the number one way young people access news and current affairs (68%) Source: Urban Market Research 2010/11
  58. 58. An internet connection and mobile phone were rated the two top things respondents couldn’t live without (30% and 20% resp.) Source: Urban Market Research 2010/11
  59. 59. Nokia (still) the leading brand (41%) followed by iPhone (22% up from 0%) Source: Urban Market Research 2010/11
  60. 60. Shopping habits across generations • 85% of Gen X love and like to shop Source: “Shopping – A consuming passion” Directional Insights, 2007
  61. 61. Gen Y’s attitude to shopping
  62. 62. • Consumer segmentation study defining 7 categories: Gen Y: -Shopaholics – Shopaholics (“addicted” to buying, often - Price sensitive (¼) buy on impulse) ⅓ of this segment made up of Gen Y – Shopaphobes – Shopping tolerators – Quality seekers – Price sensitive – Traditionalists (no credit/ loyalty cards, not shopping online) – Online geeks Source: “Shopping – A consuming passion” Directional Insights, 2007
  63. 63. Gen Y, more than any other generation, is less likely to purchase items that have a high cost, become dated quickly, or aren’t used very often Source: “Gen Y shift from ownership to access “, April 2011
  64. 64. Gen Y hires, swaps, and shares products, from electronics and white goods to fashion items Source: “Gen Y shift from ownership to access “, April 2011
  65. 65. ¾ of under 30 year-olds are concerned about debt level they will be committed to when purchasing a property Source: “Gen Y shift from ownership to access “, April 2011
  66. 66. Gen Y is experiential: • Changing jobs more frequently than any generation in the past • Travelling more Source: “Gen Y shift from ownership to access “, April 2011
  67. 67. Online shopping habits – by age and category • Age has great impact on the likelihood of online shopping: The younger the more likely to purchase online only or a mix of online and physical store, independent of category. Examples: Purchase likelihood online/offline across all ages – Technology: 62% of 18-24 year-olds purchase from online only or mix – Inexpensive everyday fashion 21% of 18-24 year-olds, 3% of 65+ purchase from mix – Household goods: 40% of 25-34 year- olds purchase from mix – Local holidays: 42% of 25-34 year-olds purchase from mix – Overseas holidays: 30% of 25-34 year- olds purchase online only Source: Australia’s shopping intent report, Feb 2011
  68. 68. Gen Y’s favourite jewelery and watch brands • Most liked and recognized • Brand consciousness among Gen Y brands – 65% of women • Tiffany, Cartier, Rolex, Bulgari – 61% of men are conscious of brands • Most disliked brands • Louis Vuitton • Burberry • Most luxury brands are purchased in physical store; however, 54% of females purchasing on discount websites (, Source: “Study reveals Gen Y favourite brands", May 2010
  69. 69. Children as main decision-makers for purchases • Children (aged 6-13) as main decision-makers for purchases: – 53% are the main decision makers “In terms of marketing in the first instance when it comes to buying games and (your product) has to be really appealing to toys the children because they’re the ones racing – 46% decide which breakfast cereal is to their parent or guardian and trying to purchased influence them to purchase it [..] The next – 42% decide which computer and challenge is to convince parents that your console games are purchased product is worth purchasing.” Lisa Tartaglia, Australian Centre for Retail Studies at Monash University Source: “Child pester power on the rise”, Feb 2011
  70. 70. so what…
  71. 71. who Gen Y look set to fuel future business growth and they are very different to the Boomers who have fueled the last 30 years of business Everything from body shape to media consumption to technology is different It’s ALL changing than the baby boomer generation. Enormous implications on Telco's Telstra cannot give up on them. You can engage but it will need to be a very different experience than MTE
  72. 72. how Reaching Gen Y and Z is going to be different as media consumption, trust and attention is different Moving from mass communications to one on one marketing offers that are tailored. It’s ALL changing Enormous implications for Telco’s What people say about us (WOM) is almost all that matters
  73. 73. when and where From traditional retailing in store to online to mobile. It’s ALL changing The rules will be different. Trust and reputation in the online retailing/online transaction space will be critical moving forward. Enormous implications for Telco’s The market is shifting in the same direction as Telstra.
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