Australia - Digital Media - Apps and Services

Publication Overview

This annual report offers a wealth of information on the digital entertainment and media market in Australia. The report includes analyses, statistics and trends. It provides a comprehensive insight into the progress of the various media internet and examines the key issues in the market and the business opportunities arising from the developments across social media, gaming and entertainment.

Content and themes covered include:

  • The Social Media market and its business challenge;
  • Mobile Advertising and Digital Marketing market overview;
  • Overview of the Apps and Entertainment market;
  • Online gaming and gambling market overview;
  • The rapidly growing mobile media and mobile device market;
  • Industry and market surveys and statistics.

Researchers:- Phil Harpur, Paul Budde, Kylie Wansink.
Current publication date:- May 2017 (9th Edition)

Executive Summary

The Australian Digital Media Industry Continues its Transformation

With the rise of digital platforms, the media industry has had to change and the transformation continues in 2017. In newspaper and book publishing, TV and radio broadcasting, film, music, and other forms of media, we see that the national walls that protect local organisations within traditional models are crumbling. In other words, it is no longer an issue of local market share. It is now about international market share. Over-The-Top providers have also had an enormous impact on the traditional media, as well as the telcos.

There are a number of sub-sectors which make up the overall digital media entertainment market and in 2017 many of these are demonstrating enormous growth. This highly competitive market is flourishing on the back of improved mobile and broadband infrastructure and consumers continuing to embrace entertainment services such as gaming, social media, video streaming and music.

The smartphone market has slowed from its boom years to a more modest growth.  Although Samsung and Apple remain the leading smartphone suppliers globally, their market share is being eroded by lower-priced phones from China.

Wearable technology has also become a thriving industry, with an ever-broadening range of possible uses and devices. With wearable devices still making their mark on the consumer market, the industry is looking at the potential of wearables in the enterprise sector – for example, being hands-free devices, smart glasses are ideal in the blue-collar business. A major threat to the smartphone and wearables business however arises from the limitations of the mobile broadband infrastructure. The mobile industry can develop all of these new applications and services, but if the infrastructure cannot handle the capacity, there will be little use for them.

Social media developments are fascinating and exciting. They show the great potential of the new communication and information tools that are becoming available thanks to the internet, Web 2.0, email, broadband infrastructure and mobile phones and tablets. However, for these new social media tools to succeed, they need to be fully and totally integrated into our daily communication.

Popular Australian social media sites have come and gone over the last five or so years as users trend to new features that allow them to experiment and connect. Services include Facebook, Twitter, YouTube, Wikipedia, Foursquare and LinkedIn Instagram, Pinterest and many others. The battle however is still far from over, with companies trying to build viable business models around their ever increasing customer data bases. Increased use of mobile broadband through mobile devices is driving consumer uptake, with many businesses now also investing in social media and also expecting a return.

As broadband speed and capacity increases we are seeing a whole new range of gaming applications entering the market over the next decade. Not needing a console has increased access and created distinctions between console vs. casual gamers. Games are now integrated with other online services such as music and movies. The video and computer games industry in Australia continues to grow strongly. Much of the growth in digital has come from a jump year-on-year in mobile game downloads.

Online gaming and gambling can take players from outside the boundaries of their home countries where these online activities may or may not be sanctioned by the authorities. The global market is an expanding one where virtual online gaming and virtual online gambling is a growth market. There is a decline in the number of Australians who are gambling – but an explosion in sports betting, especially via online.

The Australian mobile media provider market has seen some changes over the last few years as company mergers and acquisitions bring consolidation to the industry. The major mobile media players are becoming digital media providers as they provide access to their services via mobile devices.

Key developments:

Electronic gaming machines, interactive gaming, video games, gambling, online, gambling, social media, video streaming and music, social media, location based advertising, mobile broadband, mobile data speeds, increasing mobile data revenue and ARPU, SMS, smartphones.

Companied mentioned in this report include:

Optus, Tabcorp, Sportingbet, FOXTEL, Sky Racing,  IGEA, Facebook, Google, YouTube, Twitter, LinkedIn, Foursquare, MySpace, Pinterest, Optus, Telstra, Virgin, Vodafone, VHA.

Table of Contents

  • 1. The media industry and the disruptive impact of digital services
    • 1.1 The digital economy – what is at stake for you?
    • 1.2 Advertising important to media industry
    • 1.3 Collapse of the traditional media industry
  • 2. Mobile advertising and digital marketing – key trends and statistics
    • 2.1 Market summary
      • 2.1.1 Changes in digital advertising
      • 2.1.2 Digital marketing key statistics
    • 2.2 Key online advertising categories
      • 2.2.1 In-game advertising
      • 2.2.2 Social network advertising
      • 2.2.3 Online video advertising
      • 2.2.4 Search engine advertising
    • 2.3 Mobile advertising
      • 2.3.1 Advertising on mobile apps
      • 2.3.2 Mobile Location-Based Advertising (Geo-marketing)
    • 2.4 Market trends
      • 2.4.1 TV and smart TV advertising
      • 2.4.2 Digital ad exchanges
      • 2.4.3 Click fraud
      • 2.4.4 Multi-screen approach gains attention
  • 3. The digital media market
    • 3.1 Analysis of the Online Advertising industry
      • 3.1.1 The effect of big data on the advertising industry
      • 3.1.2 Online advertising does not improve the overall result for advertisers
    • 3.2 Mobile internet advertising
      • 3.2.1 Background
      • 3.2.2 Mobile ads in exchange for discounts
    • 3.3 Over-The-Top (OTT) Communication Tools
    • 3.4 The rise of the Access Economy
    • 3.5 Key Social Network Providers
      • 3.5.1 Statistics
      • 3.5.2 Facebook
      • 3.5.3 LinkedIn
      • 3.5.4 Twitter
      • 3.5.5 Instagram
    • 3.6 Social Networks – Global Trends
      • 3.6.1 Adult services
      • 3.6.2 Online dating
    • 3.7 Social Network Trends – Consumer Segment
      • 3.7.1 Sensis Social Media Report 2016
      • 3.7.2 Sensis Social Media Report 2015
    • 3.8 Social Network Trends – Business Segment
    • 3.9 Video Game Market - Industry developments
      • 3.9.1 Industry review 2015 – 2016
      • 3.9.2 The Video Game market in 2016
      • 3.9.3 The Video Game market in 2015
      • 3.9.4 Game classification
      • 3.9.5 Gaming targeted by DDoS attacks
    • 3.10 Online Shopping
    • 3.11 Video Game Market surveys
      • 3.11.1 Statistical Overview of the Market
      • 3.11.2 Gaming targeted by DDoS attacks
    • 3.12 Mobile gaming
      • 3.12.1 Mobile gaming
      • 3.12.2 Global trends
      • 3.12.3 Tabcorp betting via mobile devices
    • 3.13 Online gambling
      • 3.13.1 Statistics
      • 3.13.2 Online Sports betting - 2015
      • 3.13.3 Gambling down; online betting up
      • 3.13.4 Betfair Australia revenue increases
  • 4. Mobile media
    • 4.1 Apps, entertainment, social networks and gaming
      • 4.1.1 Mobile entertainment
    • 4.2 Surveys and statistics
      • 4.2.1 Smartphone and other Device Ownership
      • 4.2.2 Smartphones and wearables survey - 2017
      • 4.2.3 Smartphones dominate e-commerce
      • 4.2.4 Mobile data observations
    • 4.3 Key service providers
      • 4.3.1 Mobile operators
      • 4.3.2 Service providers
  • 5. Mobile devices market - smartphones, handsets, phablets and tablets
    • 5.1 The future of the smartphone market
      • 5.1.1 Hardware becomes a utility platform
      • 5.1.2 Platform for innovation and industry transformation
      • 5.1.3 Breaking into new markets
      • 5.1.4 Affordable smart devices
      • 5.1.5 Enviro-friendly handsets
      • 5.1.6 Phablets and larger screens
      • 5.1.7 Look towards emerging markets for smartphone growth
    • 5.2 Global smart phone and handset shipments
    • 5.3 Touchscreen tablets
    • 5.4 Wearable devices
      • 5.4.1 Wearable device categories
      • 5.4.2 Global wearable device market
      • 5.4.3 Enterprise wearable devices
      • 5.4.4 Legal implications of wearables gains attention
      • 5.4.5 E-health devices
      • 5.4.6 Virtual reality (VR) and wearable technology
      • Table 1 – Global media ad spending and annual change – 2011 - 2018
      • Table 2 – Global digital ad spending and annual change – 2011 – 2016
      • Table 3 – Global mobile advertising spending and annual change – 2011 – 2016
      • Table 4 – Global media ad spending and annual change – 2011 - 2018
      • Table 5 – Global digital ad spending and annual change – 2011 – 2016
      • Table 6 – Global mobile advertising spending and annual change – 2011 – 2016
      • Table 7 – Top ten countries by ad spending per person and per digital Internet user – 2014
      • Table 8 – Social network advertising revenue by region – 2013 - 2015
      • Table 9 – Global search engine advertising revenue – major companies – 2013 - 2015
      • Table 10 – Global market share of mobile advertising revenue – major companies – 2012 - 2015
      • Table 11 – OTT Communications Market – 2015 - 2016
      • Table 12 – Estimated social networking members by major sites in Australia – 2010 - 2017
      • Table 13 – Social Media Presence by Size of Business - 2016
      • Table 14 – Proportion of SMBs with a social media presence, by industry– 2011 - 2016
      • Table 15 - Traditional vs Digital Sales - 2015
      • Table 16 - The Digital Games Business
      • Table 17 – Global - mobile entertainment revenue – 2011 - 2017
      • Table 18 – Global - leading app store competitors by number of apps – 2013; 2015; 2017
      • Table 19 – Mobile data downloaded versus mobile subscribers – 2012 - 2016
      • Table 20 – Telstra mobile ARPU – 2009 – 2016
      • Table 21 – Telstra mobile prepaid and postpaid revenue – 2008 – 2016
      • Table 22 – Optus mobile revenue – 2013 – 2016
      • Table 23 – Vodafone Australia revenue – 2009 – 2016
      • Table 24 – HTA key metrics – financial overview – 2009 – 2016
      • Table 25 – Telstra SMS traffic – 2009 - 2016
      • Table 26 – Mobile Embrace key financial performance indicators – 2010 - 2016
      • Table 27 – MOKO financial data – 2010 - 2016
      • Table 28 – Enero (Photon Group) – key financial parameters – 2010 - 2015
      • Table 29 – Leading countries - used smart phone market - 2016
      • Table 30 – Global – mobile handset shipments – 2004 - 2017
      • Table 31 – Share of mobile handset shipments by region – 2012 - 2015
      • Table 32 – Global – smartphone shipments – 2010 – 2016
      • Table 33 – Global – smartphone share of handset market – 2009 - 2016
      • Table 34 – Global – tablet shipments – 2010 – Q2 2016
      • Table 35 – Global – top five tablet vendors– market share – 2013 – Q2 2016
      • Table 36 – Global – wearable devices by category – market share – 2013 - 2015
      • Table 37 – Global – wearable device shipments – 2014 - 2020
      • Table 38 – Global – top 5 wearable device vendors market share – Q3 2015; Q3 2016
      • Chart 1 – Social Networking Sites Used - 2016
      • Chart 2 – Social Networks Actively Used - 2016
      • Chart 3 – Proportion of businesses that have a social media presence - 2016
      • Chart 4 – Social Media Presence by Size of Business - 2016
      • Chart 5 – Proportion of businesses that have removed social media presence in last year- 2016
      • Chart 6 – Proportion of businesses that intend to get a social media presence in next year- 2016
      • Chart 7 – Proportion of SMBs with a social media presence, total – 2011 - 2016
      • Chart 8 – Proportion of Businesses that Advertise on each Channel - 2016
      • Chart 9 – Proportion of Businesses that found paying to advertise on a Social Media Channel Effective - 2016
      • Chart 10 – Preferred Entertainment Activities – Playing Video Games on any Device
      • Chart 11 – Preferred Entertainment Activities– 2012; 2016
      • Chart 12 – Most important influences on buying decisions – 2013; 2016
      • Chart 13 – Attitudes Towards Online Advertising - 2016
      • Chart 14 – PC, desktop and Mobile Device Ownership - 2016
      • Chart 15 – Mobile Embrace financial data – 2010 - 2016
      • Exhibit 1 – Digital advertising cost considerations
      • Exhibit 2 – Digital advertising cost considerations
      • Exhibit 3 – Top industries estimated spending on mobile advertising – 2015
      • Exhibit 4 – Examples of popular online dating sites
      • Exhibit 5 – Popular mobile apps - Apple iOS - 2016
      • Exhibit 6 – MOKO.mobi at a glance – 2016
      • Exhibit 7 – Overview of MOKO.mobi subsidiary companies – 2016
      • Exhibit 8 – Enero at a glance – 2016
      • Exhibit 9 – Background information on Information Dialling Services (IDS)
      • Exhibit 10 – Wearable smart rings

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Number of pages 77

Status Current

Last updated 29 May 2017
Update History

Lead Analyst: Phil Harpur

Contributing Analysts:

Paul Budde
Kylie Wansink

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