Australians are world leaders for digital consumption
Australians are leading the world in the amount of digital content they consume, ranking in the top three countries, according to a recent survey from PQ Media. The research found that Australians are spending almost 16.5 hours a week on digital media, putting it ahead of other developed markets like the USA and Canada. The only…
Australians are leading the world in the amount of digital content they consume, ranking in the top three countries, according to a recent survey from PQ Media.
The research found that Australians are spending almost 16.5 hours a week on digital media, putting it ahead of other developed markets like the USA and Canada. The only countries to achieve higher levels of digital media consumption were the UK (16.87) and South Korea (16.58).
As well as providing national figures for countries, the survey also revealed how much these trends are expected to grow in coming months. The company forecasted that 2014 would see a 12.3 per cent increase in the amount of time spent on digital media.
With this shift towards virtual communication increases, it also opens up new opportunities for public relations efforts to be coordinated across multiple online channels.
In fact, the study revealed that the biggest indicators behind high consumption of digital content are high broadband speeds and smartphone penetration, coupled with demand for video content.
By platform, mobile is expected to achieve the highest growth, recording an annual growth rate of 17 per cent over the next four years.
In Australia, high digital media use is especially common among younger consumers, a trend which is increasing across other developed countries.
While the study revealed the rapid expansion that is occurring in digital content consumption, traditional media sources like television are still growing, although at a slower rate.
These avenues have grown in scope by 1.3 per cent, with the average person spending nearly 40 hours a week consuming content from established media sources. This rate is also slightly slower than in previous years, down from the numbers recorded in 2012.
As digital content becomes more widely consumed in coming years, organisations will need to adopt concrete strategies for reaching an online audience.
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