Study: 90% Of Aussies Unwilling To Pay For Online News

Newspapers on the computer keyboard close up
SHARE
THIS



The overwhelming majority of Australians aren’t keen on paying for online news, while there has been a decline how many use social media to access news, new research has revealed.

According to the 2017 Deloitte Media Consumer Survey, 90 per cent of Aussies remain unwilling to pay for online news.

Of those that will pay, trust in the brand and in-depth news analysis are the primary reasons why they would fork out some dollars.

Traditional forms of accessing news such as TV, print newspapers, radio and magazines are stable this year (used by 55 per cent of respondents in 2017, compared to 54 per cent in 2016), while 37 per cent most frequently access digital sources for news – down slightly from 40 per cent last year.

There has also been a decline in those who use social media to access news (14 per cent in 2017 compared to 18 per cent last year).

Deloitte Consulting media leader and co-author of the report, Niki Alcorn, said this modest decline puts social media sites back on par with online newspapers.

“Some of the change might be attributed to the growing awareness of so-called ‘fake news’ – 58 per cent of respondents agree that they have changed the way they access news material online given the prevalence of ‘fake news’,” she said.

While the daily usage of social media platforms remains high, Deloitte’s study shows there are signs that Aussies may be becoming dissatisfied with social media, with 20 per cent of surveyed social media users indicating they don’t enjoy their time on social media, and 46 per cent spend more time on it that they would like.

“We appear to be getting social media fatigue,” said Kimberly Chang, Deloitte’s newly-appointed technology, media and telecommunications leader.

“Daily social media usage has dropped slightly from 61 per cent to 59 per cent over the last year, and 31 per cent of respondents have temporarily or permanently deactivated one or more of their social media accounts in the past year.

“Both trends are driven primarily by leading Millennials.”

The rise of TV and SVOD

Chang also noted that not only is watching TV and video content on any device the preferred entertainment activity for 59 per cent of Australians (alongside browsing the internet), we are also watching more videos or TV show content each week than ever before, and we are binge watching for longer.

“Our report shows we are seeing a rise, not demise, of the viewing of TV-type content,” she said.

“However, we are now watching the content in very different ways, particularly through subscription video on demand (SVOD) services such as Netflix or Stan.

“Australians are combining a number of sources to get more of the content they want, and when they want it.”

Subscriptions to SVOD have increased since last year from 22 per cent to 32 per cent surpassing pay TV subscriptions for the first time. Furthermore, 32 per cent of SVOD subscribers access multiple services to get the right content – up from just 18 per cent in 2016.

Advertising influencers

After word of mouth and its digital equivalent (online reviews from someone we know), TV ads have the greatest influence on advertising decisions, according to Deloitte, with 53 per cent of survey respondents reporting high or medium influence.

The influence of social media advertising has continued to grow this year (36 per cent) to now be on par with news, magazines, radio and billboards.

The study also found that 77 per cent of survey respondents will skip an ad playing before a video, and half will abandon a short video completely if they cannot skip the pre-roll ad. One third use ad-blocking technology to avoid ads altogether.

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Nielsen, Ispsos & The Readership Works Evolve emma Readership Data Offering
  • Media

Nielsen, Ispsos & The Readership Works Evolve emma Readership Data Offering

The Readership Works (TRW), Nielsen and Ipsos have announced a strategic collaboration with Australia’s news media industry to deliver a ‘single source of truth’ in measuring, understanding and reporting Australian consumers’ increasingly fragmented engagement with brands and content. This evolution sees Nielsen now leading the fusion process that brings together accredited readership data, emma (Enhanced […]

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud
  • Media

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud

Network Ten has announced it has commissioned a new family entertainment series which will premiere on Ten and the WIN Network later this year. Game of Games is based on the US show of the same name, which only launched in January this year. The US show is produced by Warner Horizon Unscripted & Alternative […]

m2m Drives Away With $51m Hyundai Media Account
  • Media

m2m Drives Away With $51m Hyundai Media Account

Media agency m2m has been awarded the Hyundai media planning and buying account. The agency, under Omnicom Media group, was up against incumbent Initiative and Havas, with Hyundai’s Innocean Australia handling the pitch process. Speaking to B&T, a Hyundai spokesperson said, “We’d like to thank Initiative for their sterling service over the last 10 years – […]

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]

WPP AUNZ Launches ‘The Bond & Associates’
  • Advertising
  • Marketing
  • Media

WPP AUNZ Launches ‘The Bond & Associates’

Advertising conglomerate WPP AUNZ has launched an innovative new stakeholder and community engagement practice called The Bond & Associates. Led by newly-appointed national director and former Newgate Australia adviser Gail Morgan (pictured above), The Bond & Associates will provide a complete solution for both government and private sector clients involved in complex public projects and […]

MYOB Partners With Network Ten’s Shark Tank
  • Marketing
  • Media

MYOB Partners With Network Ten’s Shark Tank

Accounting software provider MYOB has announced it has signed as a major sponsor of Shark Tank on Network Ten, which returns to screens tonight. In its fourth season, Shark Tank continues its format of having budding business owners and entrepreneurs pitch their ideas to the ‘sharks’, who have invested $21 million of their own money […]

Aussies Back ABC Over Budget Cuts
  • Media

Aussies Back ABC Over Budget Cuts

A new poll has found a resounding 70% of Aussies oppose cuts to the ABC despite only 7% actually bothering to watch.

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC
  • Advertising
  • Campaigns

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC

Leading comparison service comparethemarket.com.au has launched its latest TVC nationwide to announce its dream Safari holiday competition. The TVC – ‘Safari’ – which sees the meerkats back in their ancestral home ‘selflessly’ test-driving the amazing Safari trip that is up for grabs for one lucky winner. Narrowly avoiding an elephant trampling their picnic, an inquisitive […]

Women In Media Profile: Lauren Nicole
  • Media

Women In Media Profile: Lauren Nicole

We'd like to say B&T provides a delightful high tea for all Women In Media interviewees, but it'd be a scandalous lie.

by B&T Magazine

B&T Magazine