Research

News Digital Media Insight Report

Quarterly analysis of what Australians are going online

Latest Report - November 2009 - News Digital Media Australia’s Online Home

The Lives and Attitudes of 10,000 Online Australians

Key Findings : 

  • Despite the global economic crisis, more than 70 percent of all respondents are planning to take a holiday in the next 12 months. 
  • 60 percent of the NDM audience have favourite brands for most things they buy, and they tend to stick to them. As a whole, NDM audience brand preferences include: Qantas, Woolworths, Apple, Harvey Norman, Sony, Nokia, Telstra, CBA and Subway.
  • Women are more likely to be found at taste.com.au, vogue.com.au, homehints.com.au, whereilive.com.au, truelocal.com.au, and the entertainment sections of news.com.au, heraldsun.com.au, dailytelegraph.com.au, couriermail.com.au and perthnow.com.au. They are more likely to choose: Virgin Blue, Coles, Toyota, Holden, LG or Panasonic, Nokia or Samsung and McDonalds.
  • Men are more likely to be found at AustralianIT.com.au, cricinfo, carsguide.com.au, soccernet, Times Online, Wall St Journal, and the sports sections of the heraldsun.com.au, dailytelegraph.com.au, couriermail.com.au, adelaidenow.com.au and perthnow.com.au. They are also more likely to choose: Singapore Airlines, BMW or Ford, Apple, JB Hi Fi, Sony, Nivea and KFC or Hungry Jacks.

Read the report in full.

July 2009 - Accountability the Top Issue Facing Marketers 

Australian Marketers attitudes to online advertising

 Key Findings : 

  • A more frequent monitoring of marketing activity by management with reporting cycles becoming shorter term for most marketers (57%).
  • Most marketers (59%) felt they were being given different objectives and instructions from management as a result of the economic downturn.
  • Truncated marketing planning cycles with 38% saying their planning cycle has become shorter as a result of the economic downturn. Plans spanning less than 6 months have grown from representing 9% to 66% of the marketers. 
  • Budgets are being cut with 62% of marketers experiencing marketing budget cuts in the current financial year as a result of the economic downturn.

Read the report in full.

 

May 2009 - Connecting Campaigns

Australian attitudes to online advertising

 Key Findings : 

  •  A campaign’s success should be judged by traditional metrics such as intent to purchase and not just click through rates with respondents most likely (49%) to search for products they are genuinely interested in later via a search engine after viewing an ad.
  • Young people are more likely to search for a product after seeing an advertisement with 60% of respondents under the age of 18 saying they search for a product as a result of seeing an ad. The number of respondents who search for products after seeing an ad decreased as respondents got older.
  • Trust of the host site has a significant impact on the believability of the advertising with 42% of respondents finding advertising more credible on host websites they trust.

Read the report in full.

November 2008 – Anxiety, the Internet and the Hip-Pocket

Australian Purchasing Behaviour in a Changing World

Key Findings:

  • More than 50% of consumers have increased their expenditure on their cars and groceries online over the past six months and at least 33% are spending more on travel and technology.
  • Around 40% of respondents now spend more than an hour each week researching their purchasing decisions – up from less than 30% six months ago.
  • Online advertising is regarded positively compared to other media, with ads involving interactivity generating good recall. Targeting ads at the interests of readers was also regarded as a positive.

Read the report in full.


July 2008 – The Inaugural News Digital Media Insight Report

Key Findings:

  • News Digital Media’s audience spends twice as long online as the average Australian – 28 hours each week verses 14 hours. They are more comfortable in the online environment and use the internet more than any other medium.
  • Email is thing we do most often online, but banking, pre-purchase research, and keeping up with the latest news and weather are regarded as the most important functions of the internet – particularly among high income households.
  • The internet is seen as the most useful source of information about technology, entertainment bookings, travel, financial services, insurance and property and housing.

Read the report in full.

Next report available March 2010.

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