Nielsen’s 2017 Australian Connected Consumers Report has revealed what marketers need to focus on to maximise their consumer engagement and advertising spend.
The first area of focus is to cater for Australians’ appetite for smartphone content throughout the day and then adapt when consumers are at home in the evening when their attention becomes fragmented across devices.
Consumers are increasingly connected online – in and out of the home and Australians are increasingly engaging with online video via smartphones.
Monique Perry, Head of Media Industry Group Nielsen, recommends on the back of the research that brands need to ensure they have an in-home multi-device media plan.
“Consumers should be able to follow you from platform to platform. In the home Millennials and Generation X use three different devices on average and even Baby Boomers and The Silent Generation are connected on average to two different devices while in the home.”
New technologies such as near-field communication allows brands to target consumers with more personalised content and using proximity marketing is a great way to influence consumer’s decisions prior to purchase.
“We know that over the past 12 months, 40% of Australians are online while in a retail environment and the high prevalence of out-of-home connectivity presents opportunities to engage with consumers right before the point of purchase,” Perry added.
“Increasingly this technology is being used and 1 in 3 Australians have already been exposed to proximity based marketing communications. They would be open to receiving personalised marketing messages and this is especially the case for Millennials who are 44% more likely to be open to receiving these messages.”
Marketers need to understand their consumers beyond traditional measures such as age and gender.
“To communicate to your target audiences, dig deeper into their interests, desires, lifestyles and needs. You’ll be able to engage with your consumers in a way that is personal, engaging and relevant,” added Perry.
About the Australian Connected Consumers Report
The Nielsen Australian Connected Consumers Report is a one-of-a-kind industry tool to guide your business' marketing and media strategy in alignment with today's connected consumers. The comprehensive insights and data sets provide your business with a unique ability to identify core audience segments and deep-dive into their device and cross-platform content consumption, purchase behaviours and influences, and the way they interact with brands.