2B Canberra Media & Brand Survey Results

2B

2015 Canberra Media & Brand Survey results!

Who, what, when, where and how Canberrans watch, listen and use local media

c Bรถhm Pty Ltd April 2016

2B About the survey

In 2015, the second Canberra Media and Brand survey was conducted online, consisting of 37 questions focusing on local Canberra media and brands.

The first survey was conducted in 2013. The following results are from the 2015 survey and include a brief analysis of results against references to the 2013 survey results.

2015 Canberra Media & Brand Survey results!

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2015 survey results

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Based on the 954 completed 2B Media and Brand surveys, we can conclude that the average 24-44yr old Canberran does the following... ...is not using

... has increased their Instagram use

as much

... spends 1–4 hours a day online ... 98% of users use two screens during the day ... has used emojis when sending text messages ... hardly reads a printed newspaper

2015 Canberra Media & Brand Survey results!

... will only listen to the radio on the way to and from work ... more than half are willing to post online reviews ... loves and trusts Facebook more than any other social media platform ... is just as likely to ‘post’ about something as they are to tell you ‘face to face’

46.3%

41.3%

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About the survey The first media and brand survey was conducted in December 2013. The survey was extremely popular, with 1508 Canberrans between 18 to 65+ years old completing the survey. The broad age group provided a valuable insight into what the greater Canberra community thinks about our local brands and media. The second survey was run in 2015 and had 954 Canberrans complete the survey. The following results are a combination of the two sets of data from 2013 and 2015.

FINDINGS

WHY DO THE SURVEY?

t 2B, we have found it has never been easier and more A cost-effective for a brand or organisation to cut through and engage with its target audience, especially when knowing how and when to use an integrated mix of traditional, social and digital media to your brand’s advantage.

We felt we needed an independent overview of Canberra’s traditional media vs digital media, and local brand awareness within the community. This survey has shown who, what, when, where and how Canberrans watch, listen and see media and local brands. Survey findings will be made public so that all Canberrans, organisations and businesses can use the results to better interact and engage with the community.

THANK YOU We would like to thank everyone that took the time to complete the survey.

The survey supports what we have been implementing with our clients and brands since well before 2010. That is, Canberra brands or organisation can no longer rely solely on traditional media and old school thinking if they want to cut through. All the brands that ranked highly in the survey understand this and all have a strong and consistent integrated marketing strategy that includes a mix of traditional, social and digital.

Word-of-mouth marketing has always been the holy grail of the marketing and advertising industry. Social media is a supercharged version of word-of-mouth marketing with potentially no limits on how far your message can spread.

We have had single Facebook posts that reach millions of people. 10 years ago, to reach a million people would have required a massive advertising campaign and budget.

Tim Böhm – 2B Advertising Founder & Creative Director

2015 Canberra Media & Brand Survey results!

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2B About the survey

954 Canberrans completed the survey in 2015 18–24yr olds 14% 25–34yr olds 30% 35–44yr olds 34% 45–54yr olds 14% 55–65+yr olds 8%

2015 Canberra Media & Brand Survey results!

25–44yr olds made up the largest group that completed the survey - 64%

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Brand Findings

Club Lime voted most-liked brand for the second time in a row.

Capital Chemist comes in third.

Which of the following local Canberra brands do you like the most?

TOP TEN BRANDS IN 2015

TOP TEN BRANDS 2013

1. Club Lime – 300 votes

1. Club Lime

2. Canberra Milk – 247 votes

2. Canberra Milk

3. Capital Chemist – 223

3. Supabarn

4. Supabarn – 206 votes

4. Clubs ACT

5. Murrays – 182 votes

5. ACTEW

6. ACTEW – 161 votes

6. Sportsman Warehouse

7. Action Buses – 158 votes

7. Canturf

8. Canberra Airport – 157 votes

8. Beyond Bank

9. Clubs ACT – 148 votes

9. Independent Real Estate

10. Canturf – 94 votes

10. ACTTAB

FIRST SECOND

THIRD

NOTE: Restaurants and Bars were excluded as there are too many to list.

2015 Canberra Media & Brand Survey results!

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2B Brand Findings

Canberra’s most supported national sports brands are...

Please rank the following Canberra sports brands you support 2015 RESULTS

2013 RESULTS

1. ACT Brumbies

1. ACT Brumbies

2. Canberra Capitals

2. Canberra Raiders

3. Canberra Raiders

3. Canberra Capitals

4. Canberra Cavalry

4. Canberra Cavalry

5. Canberra Lakers

5. Canberra United

6. Canberra United

6. GWS

7. Vice City Rollers

7. Canberra Lakers

8. Canberra Meteors

8. Vice City Rollers

2015 Canberra Media & Brand Survey results!

FIRST SECOND

THIRD

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2B Brand Findings

Canberra’s most trusted services...

Which of the following do you trust the most?

2015 MOST TRUSTED SERVICES

2013 RESULTS

1. ACT Ambulance

1. ACT Police

2. ACT Fire Fighters

2. ACT Ambulance

3. ACT Police

3. ACT Fire Fighters

4. ACT Health

4. ACT SES

5. ACT SES

5. ACT Health

6. ACT Libraries

6. ACT Libraries

7. ACT Government

7. ACT Rangers

8. ACT Legal

8. ACT Work Safe

9. ACT Rangers

9. ACT Local Politicians

10. ACT Work Safe

10. Federal ACT Politicians

11. ACT Local Politicians

2015 Canberra Media & Brand Survey results!

FIRST SECOND

THIRD

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2B Brand Findings

Canberra’s top annual events Which of the following regular local events do you attend and enjoy? (more than one could be selected)

2015 RESULTS

2013 RESULTS

1. Floriade – 73%

1. Floriade

2. Enlighten – 48%

2. Multicultural Festival

3. Multicultural Festival – 47%

3. Canberra Show

4. Canberra Show – 36%

4. Handmade Markets

5. Handmade Markets – 30%

5. Canberra International Film Festival

6. Canberra International Film – 13%

6. Summernats

7. Canberra Craft Beer Festival – 12%

7. National Folk Festival

8. ACT Home & Leisure Show – 11.5%

8. Fringe Festival

9. Groovin the Moo – 11%

9. Kanga Cup

10. Mothers Day Classic – 10.5%

10. Voices in the Forest

2015 Canberra Media & Brand Survey results!

FIRST SECOND

THIRD

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2B Media Findings

How much time do Canberrans spend watching, listening and viewing content?

2015 RESULTS

4hrs 3hrs 2hrs 1hr 0hrs

Online Radio TV 34.4% 51% 50.4% of respondents selected 3–4 hrs

of respondents selected 1 hr

of respondents selected 1–2 hrs

2013 – 35.8%

2013 – 48%

2013 – 44.9%

2015 Canberra Media & Brand Survey results!

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Media Findings

Multi-screen, multidevice is the way of the future People that don’t use two screens 2%

People that use two screens 98% 2013 – 96.8%

How many hours on average do you spend with more than one screen? ie. TV & smartphone, tablet & smartphone, TV, smartphone, laptop & tablet, etc.

2015 Canberra Media & Brand Survey results!

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2B Media Findings

Canberrans love being online!

How many hours on average do you spend online per day?

2015

2015 Canberra Media & Brand Survey results!

2013

4.3%

4.9%

29.6%

31.2%

34.3%

35.7%

18.3%

16%

13.5%

12.3%

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2B Media Findings

Canberrans are just as likely to ‘post’ about something as they are to tell you ‘face to face’ 54.1%

2013 – 46.3%

32.7% 2013 – 41.3%

If you do share news or events, how do you share this content?

54.1% 32.7%

10.1%

2015 Canberra Media & Brand Survey results!

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2B Media Findings

Facebook still the king, Twitter going backwards in Canberra Which social media do you use the most?

78.1%

– Facebook increased by 1.3%

7.2% – Instagram increased from 5.1% to 7.2% 3.2% – LinkedIn decrease from 3.7% to 3.2% 2.2% – Pinterest increased from 1.6% to 2.2%

5.2% – Twitter decreased in the last two years from 5.5% to 5.2%

2015 Canberra Media & Brand Survey results!

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2B Media Findings

Facebook still most trusted, but overall trust of social media down across most channels Which social media do you trust the most for information?

49.2%

– Facebook decreased from 57.4% to 49.2%

10.8% 3.9% 13.2% – LinkedIn decreased from 15.8% to 13.2% 3.8% 17.8% – Twitter decreased from 19.7% to 17.8%

2015 Canberra Media & Brand Survey results!

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2B Media Findings

Canberra still has twice as many Facebook profiles than any other social platform What following social media profiles do you have? (more than one can be selected) 92.2% 32.1% 49.3% 45.7%

Instagram had the biggest increase in the past two years from 39.6% to 49.3%

39.9% 27.3% 5.9% 43.9%

2015 Canberra Media & Brand Survey results!

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2B Media Findings

Canberrans love the radio, but only for 1 to 2 hours a day How many hours on average do you spend listening to the radio per day?

2013

2015 51.2% 28.4% 10.4% 3.4% 3.4% 3.2%

2015 Canberra Media & Brand Survey results!

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2B Media Findings

Commercial radio clearly most popular Which radio station was the most popular?

2015 RESULTS

2013 RESULTS

1. FM 104.7 – 46%

1. FM 104.7 – 47%

2. MIX 106.3 – 32%

2. Triple J – 29%

3. Triple J – 27%

3. MIX 106.3 – 28%

4. 666 ABC Canberra – 19%

4. 666 ABC Canberra – 18%

5. Internet Radio – 11%

5. Internet Radio – 9%

6. ABC FM – 8%

6. ABC FM – 8%

7. 2CC – 7%

7. 2CC – 5%

FIRST 2015

SECOND 2015

2015 Canberra Media & Brand Survey results!

THIRD

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2B Media Findings

How much time do Canberrans spend watching TV? How many hours on average do you spend watching TV content per day?

2013

TV

2015 17.2% 50.4% 26.5% 2.5% 0.9% 2.5%

2015 Canberra Media & Brand Survey results!

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2B Media Findings

TV is the most trusted news source, followed by online, then radio Which local media channel do you trust the most for news and information?

2013

2015 32.5% 9.3% 22.1% 4.5% 31.6%

2015 Canberra Media & Brand Survey results!

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2B Media Findings

53% Do read printed newspapers, 47% Don’t read printed newspapers 60% Do read printed newspapers – 2013 40% Don’t read printed newspapers – 2013 How many times a week do you read a printed newspaper?

29.7% 13.5%

– decreased from 31.5% to 29.7%

– decreased from 15.3% to 13.5%

47.1%

2015 Canberra Media & Brand Survey results!

Almost one in two people never read a printed newspaper during the week, this has increased from the 2013 survey

– increased from 40.7% to 47.1%

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Media Findings

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An integrated campaign strategy is now more important than ever As a consumer where do you find advertising most effective? (more than one option can be selected)

1. TV – 47.5% 2. Radio – 44.3% 3. Facebook – 40.1% 4. Email – 30% 5. Outdoor – 27.7% 6. Print Ads – 26.5%

2015 Canberra Media & Brand Survey results!

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2B Media Findings

78% Do read online newspapers, 22% Don’t read online newspapers 76% Do read printed newspapers – 2013 24% Don’t read printed newspapers – 2013 How many times a week do you read an online newspaper?

2015 Canberra Media & Brand Survey results!

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2B Media Findings

Less than 1 in 2 people would consider paying for online content 39.3% would consider paying for content 60.7% said they wouldn’t pay for content 42.9% would consider paying for content – 2013 57.7% said they wouldn’t pay for content – 2013 Do you or are you willing to pay and subscribe to online media content?

2015 Canberra Media & Brand Survey results!

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2B Online Findings Have you ever posted a review on the following pages (more than one can be selected)

2015 Canberra Media & Brand Survey results!

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2B Media Findings

Canberrans love smartphones and laptops What devices do you use when viewing online content? (more than one can be selected)

2015 Canberra Media & Brand Survey results!

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2B Social Media Findings Do you use emojis?

Yes to emojis and most people think memes are funny?

Do you find memes...

2015 Canberra Media & Brand Survey results!

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2B Social Media Findings What would you consider to be the most annoying part of social media?

Game requests and over-the-top social activism the most annoying part of social media?

2015 Canberra Media & Brand Survey results!

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2B Social Media Findings

Acronyms/ abbreviations more popular than ever, LOL : )

Have you ever used any of the following acronyms/ abbreviations? (more than one option can be selected)

TOP 6 IN 2015 1. LOL 2. WTF 3. BTW 4. BRB 5. FFS 6. FML NEVER USE: 8% TOP 6 IN 2013 1. LOL 2. ROFL 3. FML 4. TOTES 5. JELLY 6. TIA

Only 8% of people in 2015 said they don’t use acronyms, compared to the 16.6% result in 2013 results

NEVER USE: 16.6%

2015 Canberra Media & Brand Survey results!

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THE END (LOL) Tim Böhm Creative Director www.2B.com.au Phone: 02 6247 8056 www.facebook.com/2BAdvertising Office: Level 1, 83 Petrie Plaza, Canberra City 2601 Mail: PO Box 6134 O’Connor, Canberra ACT 2602

2015 Canberra Media & Brand Survey results!