Government advertising could turn to Facebook to reach indigenous communities

Facebook autoplayAdvertisers targeting Indigenous communities could turn to Facebook as a way of reaching their audience after research showed Aboriginal and Torres Strait Islanders use the social site more than the national average.

Figures show that six out out 10 Indigenous Australians use Facebook on a daily basis against the national average of only 42 per cent.

The highest usage is in metropolitan areas of the capital cities where Facebook use is 68 per cent. That falls to 61 per cent in regional towns and 44 per cent in remote areas where home computer ownership is particularly low and fast internet connections are less available.

The findings emerged in the latest wave of research by McNair Ingenuity Research which it conducts on behalf of Government agencies and corporations and Indigenous media organisations.

Lead researcher Matt Balogh told Mumbrella that while few brands are likely to begin targeting indigenous communities due to the high cost of servicing remote areas and the lack of disposable income, it could interest Government agencies and telco’s,

“Most of the advertising is around employment, health and educational messages, so there is money being spent,” he said. “Most of the use in these communities is also on smartphones or tablets so that could potentially interest a company like Samsung.”

Balogh added that Indigenous communities “are not easily reached by main media” which could also play into the hands of Facebook.

Steve Jones


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