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Expansion of our Internet Statistics Compendium within the last few months has now made it possible for us to separate out what was once the Asia-Pacific part of the compendium into two new parts.

We now have two respective documents devoted to the region, with one focused on Australia and New Zealand, and data from the remaining countries now being added to the Asia part.

This will not only make the job of curating statistics from this increasingly diverse region easier for our researchers, but it will also make finding country-specific information within each document more straightforward.

For Australia in particular, there has been a wealth of user-focused data published over the last few months, especially when it comes to what consumers want from brands via social and mobile media channels.

The latest social media report from search and directory specialists, Sensis, looks at the brand-consumer relationship on social networks as Australian marketers across the country seek to engage with customers on these fast changing, and fast growing, channels.

  • For brands to maximise on their social media connections with Australian consumers they should be keen to offer exclusives. 
  • 57% of those who follow businesses and brands want to be rewarded with discounts, while 45% want give-aways and 41% are eager to receive invitations to events. 

It’s clear that when web users make the effort to connect with brands or businesses, they want something in return which can’t be attained by simply visiting the website.

Sensis also discovered that there are significant differences between the types of brands Australian consumers are interested in on social media channels.

  • When researching products on social media sites, clothing and fashion is the most popular category with 42% of social networkers searching for information on these items.
  • When it comes to Twitter users specifically, food and dining type brands are the most popular with 11% of consumers following these businesses. 
  • There is still a vast difference between the percentage of people following the most popular brands and those who follow none at all, with 64% of Twitter users not yet following any brands or businesses.

Digital marketers and businesses should not only be keen to understand what consumers want from social media, but developments in mobile technology are highlighting new areas where consumers are expressing what they want from brands.

Data collected by Galaxy Research (published at DMI) is showing that while consumers are shopping at bricks and mortar outlets, many are eager to receive GPS-targeted information via mobile devices.

  • Currently, 40% of mobile users in Australia have GPS functionality. 70% of those use them to find restaurants and shops, while 75% say they are open to viewing targeted deals.
  • Young adults are most likely to want to receive geo-targeted information, with 83% of 18-34 year olds saying they consider such content an appealing prospect. 
  • 89% of all those with an interest in GPS services are most keen to browse price comparison to ensure they are getting the best deal in their area.

In Australia there is evidently an enthusiasm among consumers for receiving brand-related information via social and mobile channels. 

With discounts and price comparison proving most appealing to social media and GPS device users, the key is for marketers and businesses to ensure that when consumers are establishing connections and allowing information to be presented to them, they are likely to be most satisfied by content which will save them money when they come to make a purchase.

Luke Richards

Published 28 July, 2011 by Luke Richards

Luke Richards is a freelance writer and a guest blogger on Econsultancy. You can follow him on Twitter or check out his blog

58 more posts from this author

Comments (1)

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Sarah

Thanks for separating us Aussies and Kiwis from the rest of the region. The info will be much more useful for me now.
Cheers and beers from Down Under!

about 5 years ago

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