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.
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]
Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured). The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]
Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]