2014 digital trends in australia

Death to Digital:

Australia &

Media In 2014 Ciaran Norris, Chief Digital Officer

3 Over-Arching Themes

Global retail LCD screen demand (bn sq feet)

• No More New Media

• Audiences vs. The Industry

• Truly Personal Computing

• Get Connected

• Content Everywhere

• Everything Is Screened

• It’s In The Game

• The Cookie, Monstered

• No More New Media

• Audiences vs. The Industry

• Truly Personal Computing

• Content Everywhere

• It’s More Important Than That

• Everything Is Screened

• The Cookie, Monstered

NO MORE NEW MEDIA

19%

13%

14% 14%

14%

12%

14%

0-14 15-24 25-34 35-44

45-54 55-64 65+

The “Adams” Generation

Source: Austraian Bureau of Statistics, 2011; UK ONS, 2011

c32% of Aus population born since

the web was invented

Douglas Adams: Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.

TV

Mobile

Desktop or laptop

Radio

Tablet

Newspapers/Mags

This Is Traditional Media

57% of AU media time is

online

6.4 HOURS OF MEDIA PER DAY``

Source: InMobi Mobile Consumption Research Feb 2014

• No More New Media

• Audiences vs. The Industry

• Truly Personal Computing

• Content Everywhere

• It’s More Important Than That

• Everything Is Screened

• The Cookie, Monstered

AUDIENCES VS. THE INDUSTRY

Jacob Bøtter on flickr

Budgets Are Out Of Kilter

Source: SMI Jan-Sep 2013

Consumers Are Out-Pacing Advertisers

Unless You Ask The IAB The rise of international and non-agency spend?

Source: PwC Australian Entertainment & Media Outlook 2013-2017

But Where Will The New Money End Up?

Source: PwC Australian Entertainment & Media Outlook 2013-2017

Spend by media owner, 2017

There Are Good Reasons

Logistics Count

Country/Provider Australia/Telstra UK/BT

Max Usage 50GB Unlimited

Max download (ADSL2+) 20Mbps 16Mbps

Max download (ADSL) 8Mbps NA

Price (monthly) $73 (24 months) £10 (12 months)

Average download 13.62Mbps 22.51Mbps

Global position 52 29

But Excuses Are Running Out

• No More New Media

• Audiences vs. The Industry

• Truly Personal Computing

• Content Everywhere

• It’s More Important Than That

• Everything Is Screened

• The Cookie, Monstered

TRULY PERSONAL COMPUTING

raneko on flickr

We like to talk about

the post-PC era

Steve Jobs, 2010

Tablets Smartphones Population Mobiles

Australia Is Smart

Source:Various

Tipping Point

51%

34%

14% 1%

Computer Phone

Tablet Other

Source:Nielsen Online landscape Review Jan 2014

Mobile Media Is Different

Source: Nielsen Smartphone Analytics USA

“Attention is a zero sum game; every minute spent in

Snapchat or LINE or WhatsApp is a minute not spent in

Twitter or Facebook or Instagram”

Ben Thompson, Stratechery.com, Dec 2013

20

GET CONNECTED

Smart Watches

Smart Health

Smart House

But we still lose our keys

tomscott.com

FUTURE OF SEARCH

Images of Money on flickr

Maps: The Search Of Mobile?

• No More New Media

• Audiences vs. The Industry

• Truly Personal Computing

• Content Everywhere

• It’s More Important Than That

• Everything Is Screened

• The Cookie, Monstered

CONTENT EVERYWHERE

brankomaster on flickr

>37 million views on YouTube

KLM Make Shareable Personal Experiences

Pharrell Makes 24 Hours Of Happy

• No More New Media

• Audiences vs. The Industry

• Truly Personal Computing

• Content Everywhere

• It’s More Important Than That

• Everything Is Screened

• The Cookie, Monstered

EVERYTHING’S SCREENED

Charles Nadeau on flickr

Everything Is Screened 73% of daily media consumption is via a screen

TV

Mobile (exc. SMS& calls)Desktop or laptop

Radio

Tablet

Newspapers/Mags

Source: InMobi Mobile Consumption Research

TV Holds The Least Exclusive Attention

0%

5%

10%

15%

20%

Smartphone Laptop Tablet Desktop TV

Exclusive Screen Use

Source: IAB Australia Multi-Screen Research, 2013

But It’s Getting Bigger

Lots Of Things Are Streamed

To Impatient Audiences

47

IN THE GAME

49

• No More New Media

• Audiences vs. The Industry

• Truly Personal Computing

• Content Everywhere

• It’s More Important Than That

• Everything Is Screened

• The Cookie, Monstered

THE COOKIE, MONSTERED

Regulation Is Coming

Whose Data Is It Anyway?

Do Not Track?

More Than Cookies

Who’s Next?

Summary

• There’s nothing new about new media

• Media is mobile, and it’s different

• Connected devices are creating utility

• Attention is a zero-sum game

• Anyone can be a publisher

• Media is only getting more important

• Games aren’t just for kids

• Cookies: can isn’t the same as should

Thank you

rarye on flickr

Ciaran Norris

ciaran.norris@mindshareworld.com