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Appetite for digital content drives extensive changes

The Australian Communications and Media Authority’s Communications Report 2015-16 was tabled in parliament yesterday. You can read the full report here.   It provides an overview of the Australian telecommunications industry performance against a range of regulatory obligations. It’s major finding is that Australia’s increasing appetite for digital content, particularly video, is driving dramatic changes to mobile device use, services and infrastructure.

The adage, ‘Content is King’ remains true and shows no signs of slowing down in 2017. The ACMA Communications report helps us try to visualise that in broad, national strokes. According to the ACMA Chairman, Richard Bean:

 ‘Australians downloaded 2.2 million terabytes of data (read: CONTENT), in the quarter to June 2016 alone. That’s nearly double what it was 2 years ago. Looking this graph demonstrates the rise in data downloaded between 2012 and 2016′

Screen Shot 2016-12-02 at 10.32.38 AM

I would wager that much of that is due to the rise of the smart phone as the major traffic provider. The report also demonstrates that Australia has a very high rate of internet communications usage when compared to other nations, with 63% of Australians watching online content (up a whole 10 percent).

From the marketing perspective, the rise of content consumption, means two things:

One, there is a much larger audience to reach which is great. It’s obviously why we’re now seeing large and small scale marketing campaigns on social platforms for all sorts of businesses and movements.

The second thing that I’m seeing, however, is that the audience is getting smarter. The more people consume, the more they understand about paid content and advertising. One of the best ways to demonstrate this is the rise of the social networking channel SnapChat at the start of the year or live video across several companies. In both cases, the difficulty in editing the content means the result is genuine and that’s what people look for now.

This report is definitely worth a read for organisations of all sizes when planning their marketing spend for 2017.

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