Australia’s Media Future: Why We’re Going ‘Off’ TV & Have Lost Trust In The ‘Old School’ Media Players

Australia’s Media Future: Why We’re Going ‘Off’ TV & Have Lost Trust In The ‘Old School’ Media Players
SHARE
THIS



Aussies increasingly want to get their news from niche sources (think podcasts and docos), 20 per cent of us no longer watch any TV whatsoever, and we’re increasingly distrusting of the ‘old school’ media players.

That’s just a few of the challenging findings of the bi-annual Mind And Mood Report by Sydney-based research firm Ipsos.

Admittedly, the Report attempts to represent a snapshot of the nation rather than a bespoke, indepth look at our media consumption; although it does include a strong focus on what ‘middle Australia’ thinks of the media they’re presently being served.

r9PAvxLE

Ipsos’ Laura Demasi (pictured above) is the research director of the Report and calls it “Australia’s longest running social trends study” with the end results digested by a number of corporations and government departments.

“It’s the reality of people’s lives,” Demasi said of the study and those who participate in it. “Marketers can be a little detached from reality. They need to be reminded that their experiences in life don’t necessary align with middle Australia’s. I think it (the Report) is a way for them to reconnect because it’s about a person not just a consumer. Consumers are people first.”

Demasi said the biggest surprise from this year’s Report were the expectations of different generations; be they the Ys, Xs or the Boomers. “This whole idea of ‘life stage’, the traditional idea of what’s expected of you at a certain stage of life, that’s gone out the window,” she argued of the study’s findings.

“The expectations of how we live; each generation is redrawing those and resetting those. What past generations thought was a successful life – a steady job, a mortgage, a house, kids… but you talk to people in their mid-20s and there’s a lot of indifference towards things like home ownership; there’s this idea that they just don’t care.

“You only need look at the (low) rate of car ownership (among the Ys) to know it’s not about ‘stuff’ for them. Their drivers in life are personal fulfillment, happiness and experience. And that’s it!”

Demasi said the Report showed we’re seeing a transfer of power from ‘them’ to ‘we’ and ‘me’; and that, she believed, was bad news for traditional institutions such as mainstream media, corporations and government. “We’re seeing this seismic shift in where power resides. The days of those old pillars guiding you in life are over. And that’s led by the digital revolution which has empowered the indvidual like we’ve never seen in history. Those old institutions are going to have to fight hard to remain relevant in peoples’ lives,” Demasi said.

And, ultimately, that idea will carry over to how we watch and consume our media. These were the Report’s main take-out points relating to media, according to Demasi.

  • We’re witnessing the rise of niche media. “It’s now quite possible to go through life in your own reality constructed only by social media,” Demasi said.
  • Millennials don’t even know the name of the Prime Minister! “That actually happened with a group of younger people we met. It’s not that they’re stupid; it’s just that their ‘new’ media doesn’t cover that.”
  • Mainstream media dumbs everything down. “That was a perception of what people felt about mainstream media, whether it’s actually true or not. People constantly talk about how it’s all full of crap celebrities and reality TV; news is overly-produced stuff, and all (the networks) really care about is ratings.”
  • Immense suspicion of ‘old school media’. “It’s a lack of trust, it’s this suspicion… they’re not held in the same sort of esteem they once were.”
  • A big ‘tick’ for the public broadcaster. “The ABC and SBS frequently come up as the only television worth watching. I think these comments (about dumbing down) are in relation to the commercial stations. Are people really engaged in these shows (such as MasterChefor is it just ambient stuff on in the background?”
  • We’re turning the TV off. “Our research has found that on any given day one in five Australians aren’t watching TV. Streaming, there’s lots and lots of streaming. And we’re getting our news from increasingly niche sources – podcasts, documentaries; these are discussed as the ‘new source of truth’.
  • Watch the Ys for your future. “Traditional TV won’t be wiped away but it will decrease as there’ll be other options. But Seven, Nine and Ten have a lot of challenges, for sure. If I had any advice for them (TV bosses) it would be come in and sit in on groups – particularly with young people – and it might be a good reality check. I think they (the networks) might be surprised how (badly) they’re perceived.”
  • Pay TV’s future looks bleak. “They’re the ones in most danger. There’ll always be a place for free-to-air, but I think Pay TV… I don’t know what will happen with them down the track. With streaming, I just don’t know how they’ll be able to compete.”

Demasi concluded: “I’m not saying any specific media will be wiped out, it’s just a reconfiguration of the landscape. It’s like any sort of disruption, any new technology, it doesn’t always wipe the incumbent out; it usually readjusts the power balance and makes the landscape much more complex. Take Uber, it won’t ever kill off our need to catch a cab, there’ll just be less of them and they’ll just have to be happy with that ‘X-per cent’ of the market when they used to have 100 per cent.”

Latest News

Social Change Maker Profile: Anthony Xydis, ARN
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Anthony Xydis, ARN

There's no denying ARN's Anthony Xydis is one of the industry's "nice guys", and that's despite B&T's fondness for evil.

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Aristotle’s Relevance To Experiential Marketing
  • Opinion

Aristotle’s Relevance To Experiential Marketing

In this guest post, group account director at GPJ Australia, Dylan McLaughlin (pictured below), is summoning some of history’s greats in his take on the 2018 experiential marketer… Extraordinary ideas are rarely serendipitous or eureka moments. They are the culmination of shared thoughts and notions that have been twisted and turned, built on and built from. They are […]

Opinion

by B&T Magazine

B&T Magazine
Samsung  Kicks Off First Campaign With Tim Cahill Via Leo Burnett
  • Campaigns

Samsung Kicks Off First Campaign With Tim Cahill Via Leo Burnett

Samsung Electronics Australia has kicked-off its partnership with Tim Cahill with the launch of TIMVITE. TIMVITE is an interactive digital campaign that encourages Aussies to invite their mates to watch this year’s biggest sporting events together. The activity supports Samsung’s QLED TV category, which includes a range of 75” and 85” large screen TVs, because […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine
We Are Social Acquires Socialize
  • Media

We Are Social Acquires Socialize

We Are Social has acquired Socialize; however, it will not be renamed We Are Socialize or even Margaret for that matter.

Global Marketing Player adm Appoints Country Manager For Australia & NZ
  • Marketing

Global Marketing Player adm Appoints Country Manager For Australia & NZ

International marketing services business adm Group Ltd has appointed Matt Cave as its country lead for Australia and New Zealand. Cave (pictured above) has more than 25 years of industry experience in the Asia-Pacific region, and will be instrumental in driving adm’s expansion throughout Australia and New Zealand. With 26 offices in 19 countries around […]

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”
  • Media
  • Technology

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”

Weploy began with a shared realisation between two friends that recruiting quality staff had become too complicated and it was high-time so declutter the process. Based in Melbourne, the start-up combines Tinder-style online skills-matching with Australian job market, and in doing so, rids eager employers of the strenuous – and at times incredibly uncomfortable – […]

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James
  • Marketing

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James

Nielsen has announced it has acquired Landsberry & James (L&J), a leading media analysis and software company based in Sydney, Australia. L&J designs, develops and markets software across the entire media analytics, planning, buying and post analysis process for television, digital, radio, advertising expenditure and advertising creatives. Nielsen’s investment in L&J enables an unparalleled and powerful […]