Report finds 9% of Australian internet users feel represented in ads

Hootsuite and We Are Social have released the Digital 2021 July Global Statshot Report.

According to the report, just 9% of Australian internet users aged 16 to 64 said they feel represented in the advertising they see, compared to 16.5% of worldwide users.

China ranked amongst the highest, with 25.4%, and Israel amongst the lowest, with 3.3%.

Does advertising represent its audience?

In Australia, 33.4% of internet users aged 16 to 64 use ad blockers, with 37.5% of worldwide users.

The most popular reason for using an ad blocker worldwide was “there are too many ads” (61.1%).

Reasons for using an ad blocker

The report also found that 56% of people globally access news content via social media; 58% female, 54% male.

44% of people globally use Facebook to discover and access news content, 29% on YouTube, 23% on WhatsApp, 15% on Instagram and 13% on Twitter.

Of the Australians who responded to a survey, 43% said they can trust most news most of the time. 13% within those that responded said they pay for online news content.

Worldwide, the age group who said they pay for online news the most was 25 to 34 years old at 23%, followed by 18 to 24 years old and 35 to 44 years old (both at 20%). 16% of 45 to 54 years old said they pay, and 14% of those over 55 said they pay.

Paying for digital news

The percentage of 16 to 64 year old internet users in Australia who use social networks for brand research was found to be at 34.1%, with 43.4% worldwide.

52.1% of Australian internet users aged 16 to 64 said they research brands and products online before making a purchase, worldwide the figure being 52.9%.


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