Contrary to industry speculation that Australians are using Facebook and YouTube less than they used to, social networking sites remain overwhelmingly popular online destinations among teenagers and young adults across the country. The latest findings from Roy Morgan Research indicate that Facebook and YouTube are very much embedded as the dominant social media platforms for Australians aged between 14 and 24.
There has also been growth, off a much lower base, for sites Twitter, Pinterest and LinkedIn.
More than 70% of Australians 14 to 24 visit Facebook or Youtube in an average week, compared with 90% who watch any free to air television.
Australians 14-24: Free to Air TV Audience compared with Social Media audience
Source: Roy Morgan Research, 12 month moving average, Oct 2012 – Sept 2013. Base: Australians 14 to 24 years old. Data shows those who have visited site in the last 7 days via computer, mobile phone, tablet or any other device at home, work, school, or elsewhere.
While social media’s continued overall popularity confirms what we already know — that it is an integral part of everyday life for most Australians — what is noteworthy is the relative reach of social media compared with free to air television to the younger audience.
While the amplification effects of combining social media and television to deliver bigger and more engaged audiences are still to be fully understood by media experts, it is very clear why media owners and agencies are so excited about working together across broadcast TV and social.
Tim Martin, Digital Director, Roy Morgan Research, says:
“Australia’s media landscape has undergone some major changes in the past decade, and continues to evolve at a dizzying rate. Not only does Roy Morgan’s latest State of the Nation Report provide an analysis of how digital technology is changing the way Australians consume media – both new and traditional – it reveals who is consuming it and how.
“While social media has great resonance with teenagers and young adults, their viewing of free to air hasn’t declined as a result.
“Through our different lenses and our segmentation analysis tools such as Values Segments and Helix Personas, we can really get to know the online and social media preferences of real Australians. Are young, tech-savvy Metrotechs really as switched on as we think they are? What is it about Facebook or YouTube that appeals so strongly to the Young Optimism segment?
“Marketing and media in the digital space come with unique challenges but offer huge potential. Understanding the demographics, attitudes and behaviours of consumers visiting different kinds of websites and social media platforms is vital.”
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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