Simple Guide to EY’s Digital Australia: State of the Nation Report
Ernst and Young’s (EY) Digital Australia: State of the Nation report explores the digital engagement, attitudes and behaviours of Australians in 2015. The report focuses on how Australian consumers are utilising technology in personal and professional settings.
It also explores how businesses and the government can respond in order to advance digital innovation in Australia. So we discussed how the Digital Australia: State of the Nation report’s key findings will inform your digital strategy in 2016.
The Rise of Smartphones
Australia has been considered a leader in smartphone uptake for many years now. However, it was only last year that smartphone penetration amongst Australians broke through the 80% barrier. This is a key takeaway of the report.In 2015, 81% of Australians used Smartphones vs. only 78% in 2014 Click To Tweet
In 2015, 81% of Australians used Smartphones – compared to only 78% in 2014 as shown below. Coincidentally, use of laptops and notebooks has decreased. This could suggest that the smartphone has become the computer of choice for many Australians. Therefore, your digital strategy could not only include a mobile optimised web presence, but also a native app.
The Staying Power of Desktop
However, that’s not to say that desktop devices are irrelevant. In fact the Digital Australia: State of the Nation Report suggests that laptops are still the device of choice for researching products and services (50%), finding lifestyle information (47%) and reading blogs (44%). Therefore, your digital strategy must include a solution that can publish the content across multiple channels. This will allow your organisation to share content in an adaptive way across small phone screens as well as tablet and desktop devices.
Going Digital with a Multichannel Offering
EY Customer Leader, Jenny Young asserted that, “digital as a multichannel offering is about enabling consumers to interact with businesses in the way they want – anywhere, anytime”. Therefore, by providing consistent information across devices, you can ensure that your communications have a better chance of reaching your audience. For example, an app would allow your organisation to share key messaging with consumers or employees directly on their devices. That way your audience can choose how to engage with your content.#Digital as a multichannel offering enables consumers to interact with businesses anywayClick To Tweet
Download Multiple Apps, Yet Only Use Few
Although Australians download multiple apps to their smartphones, they often only use a few regularly. Specifically, the median number of smartphone apps on a phone is 15, yet the median number of apps used in the last 24 hours is only 4. These statistics fluctuate based on age as younger users (18-34 years old) have 20 apps on their phone, yet they only use 5 in the last 24 hours. Whereas, older users (55-69 years old) download 10 apps yet only use 2 in the last 24 hours. Although this may appear negative, as an app download may not translate into usage – many users access an app when needed. Therefore, notifications or updates can encourage the user to engage with your app more frequently.
Gap Between Digital Leaders and Laggards
The Digital Australia: State of the Nation Report also points out that constant and incremental improvements are an expectation in today’s digital economy. Digital leaders understand how important a positive user experience is to consumers and employees. However, organisations, which fail to embrace digital solutions, face the risk of isolating their audience.Organisations that fail to embrace digital solutions face the risk of isolating their audience Click To Tweet
EY Tech, Media & Entertainment and Telecommunications Leader, David McGregor asserted that there is a sense of momentum surrounding digital engagement in Australia. One of which is facilitated by increased infrastructure, penetration of digital devices and the growing usage in everyday life. Ultimately, this will only widen the gap between digital leaders and laggards. Now is the time to analyse how your organisation can utilise technology to connect with consumers and employees in this digital age.
App Creation in your Digital Strategy
Therefore, understanding how market attitudes and digital behaviour evolve to impact business is essential when crafting an effective digital strategy. Particularly, by understanding how they access information digitally will allow you to craft personalised messaging directly to their devices. For example, you can connect with your audience by creating an app. This will allow you to publish once and deliver across all smartphone, tablet and desktop devices.