Get a demo Do I subscribe? News sign-up
Print

Aussies omnivorous on content

News, 25 November 2015

SYDNEY: Connected Australians are consuming content daily from a wide range of sources, including smart refrigerators and thermostats, according to a global study.

For The State of Content: Expectations on the Rise, Adobe surveyed more than 6,000 consumers across the US, UK, France, Germany, Japan and Australia and found that Australia was the only country to have connected home devices and appliances as one of their top five sources of content used every day.

On average, Australians were accessing 11 sources of content through five different devices every day, B&T reported, with smartphones and laptops the devices most frequently used by Millennials.

"Australians are generally early adopters of new technologies, so it's no surprise to see the country is among the leaders in the adoption of connected home products such as internet connected fridges, home security systems and nanny cams," said Chris Skelton, managing director of Adobe Australia and New Zealand.

The report also said that more than three quarters (78%) of Australians were consuming content across multiple screens and that, on average, they were using more than two devices at the same time.

But it also appeared that Australians are becoming increasingly sceptical about the content they consume: more than half (55%) questioned whether a news article was biased or wondered if an author had been paid or incentivised to post a positive review.

And a similar proportion (56%) were likely to wonder whether a photo in an ad had been altered.

Younger age groups, however, were less likely to be concerned by such issues. Over one-third of Millennials valued entertainment over accuracy and more than half admitted they didn't fact-check content they shared.

Skelton noted that 64% of Australians trusted content from a family member or friend, significantly more than those trusting content from government officials or celebrities.

"It is becoming increasingly vital for brands to develop content that is authentic, to provide an accurate and valuable source of information," he stated.

And not just authentic – the report said it also needs to be well-designed and easy to consume if it is to hold an audience.

Data sourced from B&T; additional content by Warc staff