what makes australians click? may 2007

Online Consumer Trends

Lee Hopkins

“I help businesses join the conversation” better communication > better result

Hello


It’s the dreaded“after-lunch” session


Many of you probably wantto have a nap.


I know I do.


So, can you keep a secret?


How about weall ‘pretend’ weare thinking…


…with our eyes closed.


I’m playing somecalming musicby Erik Satie.


I don’t even know why Iam here…


I’m not atraditional‘PR’ person.


I’m a‘conversationalist’

…


…a Web2.0evangelist.


I know how tostart onlineconversations.


Have any of you heard of MySpace?


You might beinterested towatch this, then

better communication > better result“I help businesses join the conversation”

5Gen What comprises the Aussie demographic?

14%

25%

21%

19%

18%

Builders: aged 61-82

Boomers: aged 43-61

Gen X: aged 28-42

Gen Y: aged 13-27

Gen Z: aged under 13


“ ! ”

regular reader versus news grazer

media connoisseur

Things that make you go hmmm…


toys What’s new, Doc?

tv, trannies

8-track,walkman, vcr

pc, www, mobiles

dvd, mp3, iPod video

Builders: aged 61-82

Boomers: aged 43-61

Gen X: aged 28-42

Gen Y: aged 13-27


“ ! ”

During breakfast the other

day our six-year-old son

Lachlan decided to make

himself some toast...

Digital immigrant – digital native


“ ! ”

Grabbing a piece of bread,

and on the point of placing

it in the toaster, he said to

his mother,



“ ! ”

Mum, how do I put the

bread in:

landscape or portrait?Sydney Morning Herald 2006, 11 May, p.24



news I would turn to the internet first

OPA Generational Media, 2004

if I wanted to… 18-24 years 35-34 years 35-54 years

Get national news 45% 44% 29%

Get breaking news 36% 37% 27%

Get local news 15% 18% 10%


“ ! ”

“most important source of

news for all individuals

polled …less than 54 years

of age”


OPA, 2004


online Where are they going?

1. google.com.au 2. google.com 3. hotmail.com 4. ninemsn.com.au 5. myspace.com 6. ebay.com.au 7. au.yahoo.com 8. mail.myspace.com 9. wikipedia.org 10. msn.com

11. youtube.com 12. bom.gov.au 13. yahoo.com 14. mail.yahoo.com.au 15. images.google.com.au 16. netbank.commbank.com.au

17. gmail.com 18. mail.yahoo.com 19. smh.com.au 20. news.ninemsn.com.au

HitwiseMarch 2007


online Who’s clicking who?

Builders: news, travel, games

Boomers: news, travel, games, blogs

Gen X: news, im, blogs (r), downloads

Gen Y: news, im, txt, blogs (r+w), downloads, games

Gen Z: txt, im, news, blogs (r+w), downloads, games


online What’s driving us?

New and innovative: X & Y = insatiable desire for complex technology



Life-enhancing:spirituality is an increasingly yearning ache



Cool and socially desirable: Louis Armstrong: “if you have to ask, you’ll never know”



Fun and entertainment:

“seen it, done it,smelt the bullshit”

keep it real and fun


“ ! ” “No bull” pr


“ ! ”

Online,

no one

likes

‘PR’

PR in the online world



Social connection:

myspace

web2.0

virtual worlds


Web2.0 State of the Live Web

71 million blogs…some of them have to be good.

120,000 new weblogs being created each day.

That's about 1.4 blogs/second.



1.4 million postsper day.

That's about 17 posts/second.



Q3 2006:12 blogs in Top 100.

Q4 2006: 22 blogs inTop 100.


online Virtual worlds

World of Warcraft: 8.5m players / 100,000+ Australians

Second Life:3.1m residents / 75,000Average age = 3052 : 121.48% - 2.43% (the Telstra/ABC factor?)

Age range % Gen

13-17 (teen grid) 1.04 Z

18-24 25.74 Y

25-34 38.46 X

35-44 22.2 X

45+ 12.56 B+B


!@#! Conclusions

Web1.0 and Web2.0 – lines are blurring

Authenticity is key ‘no spin’ pr no astroturfing

3D virtual worlds are the future bandwidth technology

what makes australians click? may 2007

Business

online whats

communication

businesses

games

google

mail

downloads

myspace