What Makes Australians Click? May 2007

Online Consumer Trends

Lee Hopkins

“I help businesses join the conversation” better communication > better result

Hello

“I help businesses join the conversation” better communication > better result

It’s the dreaded“after-lunch” session

“I help businesses join the conversation” better communication > better result

Many of you probably wantto have a nap.

“I help businesses join the conversation” better communication > better result

I know I do.

“I help businesses join the conversation” better communication > better result

So, can you keep a secret?

“I help businesses join the conversation” better communication > better result

How about weall ‘pretend’ weare thinking…

“I help businesses join the conversation” better communication > better result

…with our eyes closed.

“I help businesses join the conversation” better communication > better result

I’m playing somecalming musicby Erik Satie.

“I help businesses join the conversation” better communication > better result

I don’t even know why Iam here…

“I help businesses join the conversation” better communication > better result

I’m not atraditional‘PR’ person.

“I help businesses join the conversation” better communication > better result

I’m a‘conversationalist’

…

“I help businesses join the conversation” better communication > better result

…a Web2.0evangelist.

“I help businesses join the conversation” better communication > better result

I know how tostart onlineconversations.

“I help businesses join the conversation” better communication > better result

Have any of you heard of MySpace?

“I help businesses join the conversation” better communication > better result

You might beinterested towatch this, then

“I help businesses join the conversation” better communication > better result

better communication > better result“I help businesses join the conversation”

5Gen What comprises the Aussie demographic?

14%

25%

21%

19%

18%

Builders: aged 61-82

Boomers: aged 43-61

Gen X: aged 28-42

Gen Y: aged 13-27

Gen Z: aged under 13

better communication > better result“I help businesses join the conversation”

“ ! ”

regular reader versus news grazer

media connoisseur

Things that make you go hmmm…

better communication > better result“I help businesses join the conversation”

toys What’s new, Doc?

tv, trannies

8-track,walkman, vcr

pc, www, mobiles

dvd, mp3, iPod video

Builders: aged 61-82

Boomers: aged 43-61

Gen X: aged 28-42

Gen Y: aged 13-27

better communication > better result“I help businesses join the conversation”

“ ! ”

During breakfast the other

day our six-year-old son

Lachlan decided to make

himself some toast...

Digital immigrant – digital native

better communication > better result“I help businesses join the conversation”

“ ! ”

Grabbing a piece of bread,

and on the point of placing

it in the toaster, he said to

his mother,

Digital immigrant – digital native

better communication > better result“I help businesses join the conversation”

“ ! ”

Mum, how do I put the

bread in:

landscape or portrait?Sydney Morning Herald 2006, 11 May, p.24

Digital immigrant – digital native

better communication > better result“I help businesses join the conversation”

news I would turn to the internet first

OPA Generational Media, 2004

if I wanted to… 18-24 years 35-34 years 35-54 years

Get national news 45% 44% 29%

Get breaking news 36% 37% 27%

Get local news 15% 18% 10%

better communication > better result“I help businesses join the conversation”

“ ! ”

“most important source of

news for all individuals

polled …less than 54 years

of age”

Digital immigrant – digital native

OPA, 2004

better communication > better result“I help businesses join the conversation”

online Where are they going?

1. google.com.au 2. google.com 3. hotmail.com 4. ninemsn.com.au 5. myspace.com 6. ebay.com.au 7. au.yahoo.com 8. mail.myspace.com 9. wikipedia.org 10. msn.com

11. youtube.com 12. bom.gov.au 13. yahoo.com 14. mail.yahoo.com.au 15. images.google.com.au 16. netbank.commbank.com.au

17. gmail.com 18. mail.yahoo.com 19. smh.com.au 20. news.ninemsn.com.au

HitwiseMarch 2007

better communication > better result“I help businesses join the conversation”

online Who’s clicking who?

Builders: news, travel, games

Boomers: news, travel, games, blogs

Gen X: news, im, blogs (r), downloads

Gen Y: news, im, txt, blogs (r+w), downloads, games

Gen Z: txt, im, news, blogs (r+w), downloads, games

better communication > better result“I help businesses join the conversation”

online What’s driving us?

New and innovative: X & Y = insatiable desire for complex technology

better communication > better result“I help businesses join the conversation”

online What’s driving us?

Life-enhancing:spirituality is an increasingly yearning ache

better communication > better result“I help businesses join the conversation”

online What’s driving us?

Cool and socially desirable: Louis Armstrong: “if you have to ask, you’ll never know”

better communication > better result“I help businesses join the conversation”

online What’s driving us?

Fun and entertainment:

“seen it, done it,smelt the bullshit”

keep it real and fun

better communication > better result“I help businesses join the conversation”

“ ! ” “No bull” pr

better communication > better result“I help businesses join the conversation”

“ ! ”

Online,

no one

likes

‘PR’

PR in the online world

better communication > better result“I help businesses join the conversation”

online What’s driving us?

Social connection:

myspace

web2.0

virtual worlds

better communication > better result“I help businesses join the conversation”

Web2.0 State of the Live Web

71 million blogs…some of them have to be good.

120,000 new weblogs being created each day.

That's about 1.4 blogs/second.

better communication > better result“I help businesses join the conversation”

Web2.0 State of the Live Web

1.4 million postsper day.

That's about 17 posts/second.

better communication > better result“I help businesses join the conversation”

Web2.0 State of the Live Web

Q3 2006:12 blogs in Top 100.

Q4 2006: 22 blogs inTop 100.

better communication > better result“I help businesses join the conversation”

online Virtual worlds

World of Warcraft: 8.5m players / 100,000+ Australians

Second Life:3.1m residents / 75,000Average age = 3052 : 121.48% - 2.43% (the Telstra/ABC factor?)

Age range % Gen

13-17 (teen grid) 1.04 Z

18-24 25.74 Y

25-34 38.46 X

35-44 22.2 X

45+ 12.56 B+B

better communication > better result“I help businesses join the conversation”

!@#! Conclusions

Web1.0 and Web2.0 – lines are blurring

Authenticity is key ‘no spin’ pr no astroturfing

3D virtual worlds are the future bandwidth technology