November 14, 2008 (updated December 1, 2008)

Australian Adult Social Technographics® Revealed

Three-Quarters Of Australian Online Adults Use Social Technologies

by Steven Noble

with Christine Spivey Overby, Cynthia N. Pflaum, Thomas Cummings, Emily Bowen

Executive Summary (This is a document excerpt)

Australian consumers are blocking marketing messages and turning to each other for advice. Three-quarters of Australian online adults now use social technologies, and one-quarter create their own content. With such a fundamental shift in how Australians use media, marketers must rethink their strategies. For example, to engage online women in Australia, interactive marketers should focus on content and connections. As a small, developed market that makes heavy use of social technologies, Australia is the perfect launchpad for global brands adopting social marketing tactics.

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