Aussie marketers ‘fail at multi-screening’

New research for Google on the multi-screening behaviour of Australians suggests marketers are not maximising their online marketing to take account of growing mobile and tablet usage.

The research conducted by IPSOS/Google shows that while smartphone penetration in Australia has now reached 65 per cent, up from 37 per cent in 2011, only around half of Australia’s top brands have optimised their websites for mobile devices.

Smartphone“When we talk about the top companies in Australia almost half of them still do not have a mobile optimised website,” Karim Temsamani, President of Google’s APAC Operations told Mumbrella.

“Users are there, they are looking for products and services and they are wanting to engage with brands but when they go to Australian sites is less than satisfactory.”

The survey also found that 88 per cent of media interactions today are are screen based, across mobiles, tablets, computers and television. It also found that mobile devices are an increasingly important source of news with 36 per cent of daily media interactions occurring on a smartphone.

According to Google, seven per cent of daily media interactions are on tablet, 23 percent on PC and 23 per cent on television.

Source Google/IPSOS

Source Google/IPSOS

While television remains an important part of consumer habits the report also found that second-screen viewing continues to grow with 77 per cent of the time spent watching TV is now accompanied with the use of another device.

Source: Google/IPSOS

Source: Google/IPSOS

Jason Pellegrino head of mobile ads at Google Australia points to examples like Foxtel’s Foxtel Go app and Telstra’s New Year’s Eve app as examples of brands which are maximising their consumer’s experience across all devices.

“From a business perspective there is realisation that consumers and their customers are consuming content across multiple screens and they have then backed that up, on the marketing side, to focus their marketing across multiple screens and then optimising the messaging for those devices,” said Pellegrino, in reference to Foxtel and Telstra.


Click to enlarge | Source: Google/IPSOS

Nic Christensen


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