Indigenous Australians are significantly more predisposed to Facebook than the overall population, a recent survey conducted by McNair Ingenuity Research has revealed.
Six-in-ten adult Indigenous Australians use Facebook on a daily basis, compared to 42% of adult Australians nationally.
Aboriginal and Torres Strait Islanders living in metropolitan areas of the capital cities are the biggest Facebook users at 68%. In regional towns, the figures are slightly less at 61%. In remote communities where home computer ownership is low and ADSL Internet can be unavailable, Indigenous Facebook usage in is at 44%, slightly above the national average.
“Indigenous Australians living in remote areas are having a completely different experience of social networks and the Internet than mainstream Australia,” said lead researcher on the survey, Matt Balogh.
“Apart from at school or work, nearly all their Internet contact is on a pre-paid smartphone or tablet,” he said.
According to Balogh this is similar to other rapidly changing societies around the world, such as Asia and Africa, where involvement with the Internet has been almost exclusively through mobile smart devices, due to ease of access and affordability.
Response to the results were not all positive. While Associate Professor Ellie Rennie, Deputy Director of the Swinburne Institute for Social Research, agreed with the findings, she also raised concerns.
“Life in remote communities is still largely organised around kinship ties. The popularity of Facebook is unsurprising, in that it enables people to create an online network and to communicate with ‘family’, which may be dispersed across different communities and towns,” she said.
“However, senior women in Indigenous communities have told us that they are concerned about Facebook undermining traditional authority relations, since feuds can spread rapidly before elders can intervene.”
The McNair Ingenuity Research Indigenous survey is an ongoing study – in its fifth year, conducted on behalf of various Federal Government agencies and Corporations, as well as some Indigenous media organisations.
Foxtel Media has announced four new offerings to provide advertisers expertise in more targeted, dynamic media delivery as part of a realignment towards digital. The new offerings are Foxtel Xplore Audience targeting on Kayo, addressable audience targeting on Foxtel Go, the ability to target in-venue viewers on Fox Venues, and a new Dynamic Trading Platform. […]
On Thursday, Quantcast held their Virtual NOVA event, discussing the current state of the advertising industry, the end of third-party cookies, the open internet vs walled gardens, and data privacy and consent. The event coincided with the launch of their new Quantcast Platform. It is an intelligent audience platform powered by the company’s patented AI […]
Global marketing agency LEWIS today revealed findings from its new global research on gender inequality, conducted in support of the global HeForShe movement. You can read the report in full here. The report shows the impact and perceptions of gender inequities during the pandemic across 13 countries. The findings reveal an alarming trend: 98 per […]
Social relations agency, Haystac, part of the BWM Dentsu Group, has been appointed PR agency for Dairy Australia following a competitive pitch. As the national services body for the dairy industry, Dairy Australia supports the profitability and sustainability of dairy farming and its role in producing quality, nutritious food, while committing to the care of […]
While the Sydney Sixers won the BBL season ten trophy, Rexona Clinica won the summer sports marketing battle with a game-changing sponsorship idea. BBL 2020-21 series will go down as the ‘Year of the Pit’ after Rexona Clinical owned the summer after unveiling its new form of advertising sponsorship – ‘Pitvertising’. The concept, devised by […]