More Than Half Of Aussies Stay In Watching Content Rather Than Going Out As Cost Of Living Concerns Bite

More Than Half Of Aussies Stay In Watching Content Rather Than Going Out As Cost Of Living Concerns Bite
B&T Magazine
By B&T Magazine
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52 per cent of Australians have said that they spend more time consuming daily content than they did pre-pandemic due to concerns over the cost of living.

53 per cent say that inflation is the key reason for staying at home — higher than the global average of 45 per cent. In lieu of going out on the town, 46 per cent of Australians have subscribed to additional services in the last year. 22 per cent of Aussies expect to spend more time on social media.

Half of Australians are open to ad-supported video streaming apps if it cuts prices. However, this is less than the global average of 59 per cent.

The statistics comes from a new DoubleVerify study that looked at more than 16,600 global consumers from 18 countries — including more than 500 Australians.

Along with concerns around the cost of living forcing people to stay at home, more than two-thirds of Australians say that if an ad captures their attention in the first five seconds, they will be more likely to pay attention.

Similarly, three-fifths of Australians are even less likely to purchase/use a brand again if they see it advertised beside mis- or disinformation. Meanwhile, 68 per cent of Australians reported they were more likely to pay attention to an ad if it’s relevant to the content they’re viewing — such as reviews or gift ideas.

“The study sheds light on the extensive impact and influence macro social and economic trends have had on Australian consumers’ digital content consumption habits and preferences post-pandemic, particularly in the face of rising economic uncertainty. Brands must respond to these changes in order to ensure they continue to reach the right audience and drive optimal return on digital advertising spend,” said Imran Masood, country manager AUNZ.

“The Australian data from the research shows a real opportunity to grab consumer attention and maximise campaign performance if brands focus on targeted, contextually relevant, and brand-safe ad placements. Brand values are also a key consideration for the majority of Australians, and an important factor advertisers will need to evaluate closely in their ad strategies to safeguard their reputation and consumer trust as consumer concerns about mis- and disinformation surge.”

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