2009 Australia - Digital Economy - E-Commerce and Advertising

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Last updated: 17 Mar 2009 Update History

Report Status: Archived

Report Pages: 136

Analyst: Stephen McNamara

Publication Overview

This annual report offers a wealth of information on the trends and developments taking place in the worldwide m-commerce and c-commerce sectors. The report provides analyses of the issues surrounding the growth of e-commerce, including e-banking, e-payments and online advertising. Information on mobile commerce developments are also provided, including m-payments and m-banking. Comprehensive information on the exciting developments taking place on a regional level is included along with statistics and forecasts for both the e-commerce and m-commerce sectors.


Subjects covered include:

·         Analyses of key e-commerce trends;

·         E-commerce statistics and forecasts;

·         Information on e-payment and e-banking sectors;

·         Analyses of key m-commerce trends;

·         Advertising market including statistics and forecasts;

·         Digital Media marketing strategies;

·         Media industry analyses;

·         Internet Media company activities.



Researcher:- Paul Budde

Current publication date:- March 2009 (8th Edition)

Next publication date:- March 2010

Executive Summary

The Digital Economy affects everybody. Existing players such as telcos, banks, media, and retail will need to adapt to the new environment, while new players will enter these markets from different angles. British research indicates that online users can save £70 per month. The report surveys the first areas that customers are interested in and which are therefore interesting commercial starting points. It looks at topics such as e-money, mobile email, and buying and selling over the Internet.



New business models are now emerging, giving the industry the confidence to begin changing their more traditional models. An equally important factor is that this is backed up by a phenomenal growth in online advertising revenues. Video-based service on broadband and interactive digital TV networks is becoming a whole new area of advertising opportunities.


Personalised media and one-to-one communication will be the predominant mode on the Digital Media. New models will need to be developed to succeed in this highly competitive and highly consumer service sensitive market. Video ads in Australia could outpace Internet search advertising as the fastest growing online revenue stream over the next several years. This report analyses this market and highlight the key strategies.


As the Australian Internet audience grows many advertising companies have jumped on the digital media bandwagon. Their cautious approach to competing in the digital marketing segment has enabled new entrants, focussed purely on digital media, to establish themselves.


Key Australian companies in this market are The Belong Group, BlueFreeway and Hyro. Advertisers are migrating from traditional media to new media as the web audience grows, potentially at the expense of the traditional media audience. Digital platforms will in future enable digital advertisers to employ targeted advertising-based on a user’s specific profile. This promises to increase the effectiveness of advertising and as such should enable digital marketers to charge a significant premium relative to traditional advertising forms.


The key reason why the market is suddenly turning towards the new digital media is the success they have in attracting new revenues, by 2008 worth well over $1 billion. They are very much concentrated around advertising, but often in new formats such as searching, online directory listings and other permission-based models.


This report provides revenues shares by product and company, overall statistics and tables on sub market segments. Forecasts towards 2010 are also provided.


Data in this report is the latest available at the time of preparation and may not be for the current year.



The following notes provide some background to our scenario forecasting methodology:

·         This report includes what we term scenario forecasts. By describing long-range scenarios we identify a band within which we expect market growth to occur. The associated text describes what we see as the most likely growth trend within this band.

·         The projections shown in the tables in this report are based on our own historical information, as well as on telecommunication sector statistics from official and non-official, national and international sources. We assume a possible deviation of 15-20% around this data.

·         All statistics for GDP, revenue, etc are shown in US$, in order to maintain consistency within and between markets. At the same time we acknowledge that this can introduce some irregularities.

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