Most influential advertising media in Australia 2017

Despite the continually growing digital and online advertising market, ‘’word-of-mouth’’ is still one of the most influential forms of advertising for consumers in Australia. In a survey conducted in 2017, 73 percent of consumers stated that recommendations from a friend, family member or known acquaintance influenced their buying decisions. Apart from this form of advertising, online reviews and television advertising were both influential advertising media according to over 50 percent of respondents in each case.

Advertising in Australia

In Australia, consumers are protected by Australian Consumer Law so that any form of misleading advertising is prohibited. Additionally, advertising certain products or services, such as tobacco, gambling, alcohol or financial products or services, are restricted and must meet specific industry requirements. Regardless, advertising spending in Australia was forecasted to continue growing, reaching 12.15 billion U.S. dollars by 2020. Internet advertising accounted for almost 60 percent of the market in 2021, with free-to-air television advertising trailing behind. Mobile internet advertising was forecasted to grow significantly by 2020. In the TV advertising segment, growth in spending was expected to be milder.

Consumer attitudes

Despite the effectiveness of online advertising, almost 50 percent of Australians stated they were often annoyed by advertising on the internet in a survey conducted in 2019. For targeted advertising, the majority of Australians agreed that their personal information was being misused. This was particularly true when it came to websites keeping track of their online behavior when they were not signed into specific accounts. In a world where almost any form of digital media presents an advertising opportunity, stricter regulations and data protection laws may change the future composition of the advertising industry in the country.

Leading advertising media influencing buying decisions among consumers in Australia as of March 2017

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Source

Release date

August 2017

Region

Australia

Survey time period

March 2017

Number of respondents

>2,000

Age group

14 years and older

Method of interview

Online interview

Supplementary notes

Question: "To what degree do the following influence your buying decisions?". Figures represent the share of respondents describing the medium as having a high or medium influence.

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