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What we learned from the 2018 Deloitte Media Consumer Survey

Social media in decline, multitasking millennials and newspaper subscriptions on the rise

The 2018 Deloitte Media Consumer Survey is a cornucopia of new insights regarding how consumers are interacting with media in Australia.  

Here are a few things that we found particularly relevant:  

 

Technology is driving multitasking 

The risk to advertisers that rely on digital platforms is that they cannot ensure a captive audience: 91 per cent on respondents multitask when watching TV, leading to more passive forms of consumption.  

This is one of the factors where print has a significant advantage: the physical act of reading requires a greater proportion of someone’s attention. While you can easily be scrolling on your phone while watching TV, having a conversation with your partner, and thinking about what to cook for dinner all at once, it’s much harder to be doing other mental tasks while reading a book, magazine or newspaper. Even listening to music while reading can be too difficult for some readers!  

So this results in newspaper readers having more of their attention focused on the medium they’re consuming, which is something to consider when trying to deliver a message or call-to-action. 

Related: 10 reasons why you should be advertising in newspapers 

 

Consumers are concerned about how their data is being used  

Digital platforms and companies will need to be working on strategies to rebuild the trust of users. Mistrust is endemic: only 15 per cent of respondents believe that companies are taking enough care to protect users’ personal data.  

Will this see a shift towards non-digital platforms receiving even higher levels of trust? We will have to wait and see.  

 

Social’s ongoing decline 

In 2016, 61 per cent of respondents used social media every day. In 2017 that fell to 59 per cent. Now it looks like this trend will continue, with only 55 per cent using social media every day in 2018. There was also a decline in the proportion of respondents who value time socialising online as much as face-to-face connections with friends and family, down 15 per cent from 2017 to just 40 per cent of total respondents in 2018.  

Respondents value face-to-face interactions over social media relationships

 

Newspaper subscriptions are up 

The 2017 survey found that 16% of respondents owned a newspaper subscription, which is up to 17% in 2018. Subscription loyalty was found to hold value, too, with 59 per cent of newspaper subscribers having held their subscription for three years or more.  

“Bringing younger age groups into readership and then retaining their subscription loyalty will be critical, particularly as the Millennial become the dominant consumer segment.” -Deloitte Media Consumer Survey 2018   

 

Readers want quality and sources they can trust 

Deloitte found “an increasing awareness of quality, integrity, and responsibility in news sources that likely to play an important role in our willingness to pay – or not pay – for content.” Respondents are also interested in seeing unique content that they can’t find elsewhere.

Related: Millennials trust ads in news media most 

 

Respondents are looking for sources of information that they can trust

 

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