Australian public building their own communication links
The communications space has constantly changed in recent years, as new platforms emerge which are challenging traditional channels. That’s according to the Australian Communications and Media Authority (ACMA), which has released its latest update on the evolving nature of the Australian communications market. One of the biggest findings covered in the research has been the…
The communications space has constantly changed in recent years, as new platforms emerge which are challenging traditional channels.
That’s according to the Australian Communications and Media Authority (ACMA), which has released its latest update on the evolving nature of the Australian communications market.
One of the biggest findings covered in the research has been the development of new communication channels that are continuing to compete with one another among the public. For example, the development of mobile devices and social networking has introduced greater diversity into the digital communication space.
The result is that individuals now have a greater level of choice when it comes to consuming digital content, even when compared to the media landscape just a few years ago. For example, the number of individuals owning a smartphone, tablet or laptop has increased from 28 per cent in 2013 to more than half (53 per cent) last year.
This has had a number of different results for the way individuals communicate. The ACMA emphasised that the popularity of fixed-line phones has dropped off considerably, while multi-screening has grown considerably.
In fact, fixed-line phone connections were the only communication channel that has declined in recent years. Other avenues like social media, instant messaging and other online connections are all growing year-on-year.
What’s more, the number of Australians watching TV and browsing the internet simultaneously has risen considerably – from only 49 per cent in 2009 to 74 per cent in 2013.
As the media landscape continues to change and existing digital channels are challenged by new developments, communications experts will need to respond with innovative solutions. By finding new ways to engage with the public that can cut through the noise of competing digital channels, those working in the corporate affairs space will be able to stay ahead of these new developments.
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