Roy Morgan Research today released the latest Digital Universe report, Australia’s most comprehensive examination of consumer and business attitudes, behaviours and trends.
The report is a panoramic perspective on the nation’s current digital position, viewed through the lens of:
- The attitudes which drive the adoption and usage of technology
- The infrastructure, hardware and software services that underpin this adoption
- The increasing part technology and the internet play in Australians’ day to day lives
Understanding these three elements – attitudes, underlying technology, and usage – is a vital for businesses to assess the impacts of these digital trends today, tomorrow and in the future.
Tim Martin, Digital Director, Roy Morgan Research, says:
“Our research shows that different segments of the population adapt to new technologies at very different rates. For instance, infiltration into the mass market is only possible when certain attitudes prevail, which promotes adoption and comfort with technology.
“For example, concern about online privacy is on the rise, and two-thirds of Australians still don’t feel comfortable giving credit card details over the internet.
“Another integral element is the technological infrastructure and availability and user-friendliness of hardware and software. The result is a fundamental change in the way people live, their priorities, behaviours and intentions.
“The Digital Universe report is an atlas for any B2B or consumer business impacted by the rapid changes in digital technology.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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