Social media is proving to be far more than just an aspirational feed of imagery and memes, but the news source of choice for most Australians. Technology analyst firm Telsyte recently conducted a survey in media consumption habits - discovering one in three Aussies turn to social media apps as their first source of news.
More than 1000 nations were surveyed about their attitudes and behaviours to digital technology, revealing a strong preference towards digital as the most important media source, followed by print.
Sixty per cent of Aussies over the age of 16 believe online news is more influential than print, and 35 per cent confirmed they find their news first on social media sites including Facebook and Twitter. The results have largely been put down to the rise in smartphone usage across all age groups.
Meltwater ANZ area director David Hickey says the study’s results highlight the importance that should be placed on social media strategy by businesses: “We are seeing changes in media consumption habits across all age groups, which businesses can’t afford to ignore if they want to remain competitive. To get the most out of investments and engage existing and untapped audiences, companies must adjust their communication strategies to be in line with the shift toward digital.”
Hickey says the dependency on digital is only set to increase with the incoming generation: “Younger Australians understand that social media feeds online news, and vice versa. Their media consumption habits will transform the way companies do business and engage with customers. After all, the 35-year-olds of today are tomorrow’s business leaders.”
