Australia in the Digital Economy - Trust and Confidence

ACMA March 2009

http://www.acma.gov.au/WEB/STANDARD/pc=PC_311655

The Australian Communications and Media Authority (ACMA) has just released an interesting report on the trends in the take-up and use of the internet by Australian consumers.

The evidence is that the growth and uptake of the internet is approaching saturation in Australia. However consumer behaviour in relation to e-commerce has a long way to go yet. Some of the interesting statistics:

1. Over 11 million use the internet for a variety activities
2. 27% prefer the internet as a source of information rather than radio, newspapers and TV
3. Over 80% of 18-64 year olds use the internet. Only the 70+ year olds have less than 50% usage.
4. Education level affects usage. Of those who have achieved senior secondary school or higher over 80% use the internet.
5. There is a very positive attitude to use of the internet, which declines with age, but stays relatively high across education levels. However there are significant concerns about privacy and security.
6. There is still a significant barrier to internet use for some due to the complexity and technology.
7. However internet users’ measures against online risks and dangers are quite low with less than 50% have anti-virus software and about 22% having a firewall.
8. There is a low level of knowledge of risks and measures to reduce risk.
9. Just over 68% are self-taught and less than 18% received formal training.
10. All internet users rate themselves as having average or well above average skills.

Q1. How would you describe the take-up of the internet from a marketing point of view?

Q2. What should internet marketers pay more attention to in the light of these results?

Q3. What are the emerging marketing opportunities?