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Australia - Digital Media - Apps and Services

  • June 2016
  • -
  • Paul Budde Communication Pty Ltd
  • -
  • 105 pages

The Apps and Entertainment market continues to evolve
With the rise of digital platforms, the media industry is rapidly changing. In newspaper and book publishing, TV and radio broadcasting, film, music, and other forms of media, we see that the national walls that protect local organisations within traditional models are crumbling. In other words, it is no longer an issue of local market share. It is now about international market share.

But in general, despite the obvious need to move with the times, many organisations are still grappling with the digital economy and questioning the impact it will have on them – or, even worse, are ignorant about it. In many cases, their own consumers are well ahead of them.

The public sector is also seriously affected by this, and may even have greater difficulties with the transition. They should learn from the problems in other sectors, especially book and newspaper publishing. The issues encountered by the Healthcare and Education industries are also classic examples.

The digital media companies are the clear leaders; however, there are parallel developments taking place: one driven by Digital TV using the broadcasting networks, and one driven by broadband using fixed and mobile telecom infrastructure. In 2016, the advertising spending being directed towards digital media continues to grow, further escalating the problems for the traditional media.

Mobile Advertising and Digital Marketing
The advertising scene has undergone radical change and is still changing. With profits down between 5% and 10% on an annual basis, the performance of the traditional advertising market is under constant pressure. Data analytics is exposing the weakness of these traditional advertising business models and, like all of the other sectors affected by the digital economy, this means that these business models need to change. As they become more aware of the power of big data, advertisers are demanding hard, quantitative data on their campaigns. Increasingly, campaigns are now linked to outcomes. These are predetermined and tested against the results, and payments are made to advertising agencies based on the success of these campaigns, which are becoming far more cost-effective.

Social media companies are becoming increasingly important website publishers. Compared to commercial broadcasters, these companies have one important difference – they have valuable data on their consumers, which they are monetising in a big way. Although consumers are happy to share data with companies operating in the digital economy, they are most unhappy when these companies disrespect their wishes for privacy. On the other hand, many companies involved in big data analytics are disappointed with the results. So a better system could be a win-win situation for both the demand and the supply side.

Apps, Entertainment, Social Networks and Gaming
The global digital media entertainment market continues to go from strength to strength in 2016. This highly competitive industry sector is flourishing on the back of improved mobile and broadband infrastructure and consumers continuing to embrace entertainment services such as gaming, social media, video streaming and music. The gaming sector in particular has become very competitive with some consolidation occurring and previously successful game developers such as Zynga beginning to struggle. Facebook continues to dominate social media platforms on a global level and video streaming continues to grow and place pressure on bandwidth around the world. The digital music sector is witnessing the rise of streaming music and it now accounts for around half of all digital music revenues.

Social media developments are fascinating and exciting. They show the great potential of the new communication and information tools that are becoming available thanks to the internet, Web 2.0, email, broadband infrastructure and mobile phones and tablets. However, for these new social media tools to succeed, they need to be fully and totally integrated into our daily communication. Popular social media sites have come and gone over the last five or so years as users trend to new features that allow them to experiment and connect. Services include Facebook, Twitter, YouTube, Wikipedia, Foursquare and LinkedIn Instagram, Pinterest and many others. The battle however is still far from over, with companies trying to build viable business models around their ever increasing customer data bases. Increased use of mobile broadband through mobile devices is driving consumer uptake, with many businesses now also investing in social media and also expecting a return.

As broadband speed and capacity increases we are seeing a whole new range of gaming applications entering the market over the next decade. Not needing a console has increased access and created distinctions between console vs. casual gamers. Games are now integrated with other online services such as music and movies. The video and computer games industry in Australia continues to grow strongly. Much of the growth in digital has come from a jump year-on-year in mobile game downloads.
Online gaming and gambling can take players from outside the boundaries of their home countries where these online activities may or may not be sanctioned by the authorities. The global market is an expanding one where virtual online gaming and virtual online gambling is a growth market. There is a decline in the number of Australians who are gambling – but an explosion in sports betting, especially via online.

Mobile Media and Mobile Device Market
The Australian mobile content services market has evolved with the increasing take-up of smartphones and tablets. Smartphones now account for up to 90% of all new device sales, while the market for tablets appears to have peaked in mid-2015, with sales into 2016 having fallen year-on-year, partly due to the popularity of phablets and to the latest versions of 2-in-1 devices. The market among providers has seen some changes over the last few years as company mergers and acquisitions bring consolidation to the industry. The major mobile media players are becoming digital media providers as they provide access to their services via mobile devices.

A major threat to the smartphone business arises from the limitations of the mobile broadband infrastructure. The mobile industry can develop all of these new applications and services, but if the infrastructure cannot handle the capacity, there will be little use for them.

Table Of Contents

Australia - Digital Media - Apps and Services
1. The media industry and the disruptive impact of digital services
1.1 The digital economy what is at stake for you?
1.2 Advertising important to media industry
1.3 Collapse of the traditional media industry
1.4 Market insights
1.4.1 From calls to applications
1.4.2 Expect delays and roadblocks
1.4.3 Fragmentation, consolidation, mergers and acquisitions
1.4.4 Where are the new opportunities?
1.4.5 Think international
1.4.6 Media and Telco's adapting business to the new Digital Economy
1.4.7 Copyright and the Internet attempts to regulate
1.5 Media companies need to disaggregate and rebuild
1.5.1 Brand key in online media
1.6 E-books and e-newspapers
1.6.1 Digital e-readers/e-books
1.6.2 The challenging newspaper publishing sector
1.7 The anomaly of the mass media
1.7.1 Analysis of media trends
2. Mobile advertising and digital marketing key trends and statistics
2.1 Market summary
2.1.1 Changes in digital advertising
2.1.2 Digital marketing key statistics
2.2 Key online advertising categories
2.2.1 In-game advertising
2.2.2 Social network advertising
2.2.3 Online video advertising
2.2.4 Search engine advertising
2.3 Mobile advertising
2.3.1 Advertising on mobile apps
2.3.2 Mobile Location-Based Advertising (Geo-marketing)
2.4 Market trends
2.4.1 TV and smart TV advertising
2.4.2 Digital ad exchanges
2.4.3 Click fraud
2.4.4 Multi-screen approach gains attention
2.5 Internet media companies Google versus facebook
2.6 The effect of big data on the advertising industry
2.6.1 Online advertising does not improve the overall result for advertisers
3. The digital media market
3.1 The advertising market
3.1.1 Analysis of the Online Advertising industry
3.1.2 Mobile internet advertising
3.2 Social networks
3.2.1 Social Networks - key developments
3.2.2 Social network trends in Australia
3.2.3 Key social networks
3.2.4 Social Networks - Business Market
3.3 Gaming and gambling
3.3.1 Video Game Market - Industry developments
3.3.2 Video Game Market surveys
3.3.3 Mobile gaming
3.3.4 Online gambling
4. Mobile media
4.1 Apps, entertainment, social networks and gaming
4.1.1 Entertainment driving digital and mobile services
4.1.2 Mobile entertainment
4.1.3 Video streaming
4.1.4 Social networks
4.1.5 Adult services
4.1.6 Online and mobile dating
4.1.7 Mobile photo-messaging
4.1.8 Online and mobile gaming
4.1.9 Online and mobile gambling
4.1.10 Online and mobile music
4.1.11 Advertising a key revenue source
4.2 Surveys and statistics
4.2.1 Introduction
4.2.2 Recent surveys
4.2.3 Australian Mobile Phone Lifestyle Index
4.2.4 Mobile data observations
4.3 Key service providers
4.3.1 Mobile operators
4.3.2 Service providers
5. Mobile devices market - smartphones, handsets, phablets and tablets
5.1 The future of the smartphone market
5.1.1 Hardware becomes a utility platform
5.1.2 Platform for innovation and industry transformation
5.1.3 Breaking into new markets
5.1.4 Affordable smart devices
5.1.5 Enviro-friendly handsets
5.1.6 Phablets and larger screens
5.1.7 Look towards emerging markets for smartphone growth
5.2 Who will dominate the WiFi market?
5.3 Global mobile handset statistics and forecasts
5.3.1 Historical handset market growth
5.3.2 Global handset sales and revenue
5.3.3 Global leading handset suppliers
5.3.4 Brief case study: Motorola (lenovo)
5.4 Smart connected mobile devices
5.4.1 Overview
5.4.2 Operating system
5.4.3 Smartphones
5.4.4 Touchscreen tablets
5.5 Safety and security issues
Table 1 Global media ad spending and annual change 2011 - 2016
Table 2 Global digital ad spending and annual change 2011 2016
Table 3 Ad spending by major countries total media, digital, mobile internet 2014 - 2015
Table 4 Global advertising spending market share by major types 2012 - 2014
Table 5 Most popular formats for receiving news in the UK 2015
Table 6 Most popular formats for receiving news in the USA 2014
Table 7 Global media ad spending and annual change 2011 - 2018
Table 8 Global digital ad spending and annual change 2011 2016
Table 9 Global mobile advertising spending and annual change 2011 2016
Table 10 Top ten countries by ad spending per person and per digital Internet user 2014
Table 11 Social network advertising revenue by region 2013 - 2015
Table 12 Global search engine advertising revenue major companies 2013 - 2015
Table 13 Global market share of mobile advertising revenue major companies 2012 - 2015
Table 14 Google (Alphabet) advertising revenue (total and mobile) 2006 - 2017
Table 15 Facebook advertising revenue (total and mobile) 2011 - 2016
Table 16 Global subscribers to key social networks 2015
Table 17 Estimated social networking members by major sites in Australia 2010 - 2014
Table 18 - Guestimates of Twitter users in Australia
Table 19 - Traditional vs Digital Sales - 2015
Table 20 Preferred devices for gaming
Table 21 - Constraints on Play by Broadband Services
Table 22 - The Digital Games Business
Table 23 Gaming machine turnover versus machines in operation 2002 - 2013
Table 24 Global - mobile entertainment revenues 2011 - 2017
Table 25 Global - leading app store competitors by number of apps 2011 Mid 2015
Table 26 Examples of social networks by user numbers
Table 27 Global subscribers to digital music services 2010 - 2015
Table 28 Global - digital music revenue 2007 - 2014
Table 29 Social network advertising revenue by region 2013 - 2015
Table 30 Preferred device for engagement, by activity 2014
Table 31 Customer satisfaction with mobile provider services 2010 - 2014
Table 32 Mobile phone brand ownership 2010 - 2014
Table 33 Use of mobile phones by service 2010 - 2014
Table 34 Data included in monthly plans 2010 - 2014
Table 35 Use of mobile phones by service 2010 - 2014
Table 36 Use of information services 2010 - 2014
Table 37 Tablet use of services 2012 - 2013
Table 38 Mobile data downloaded versus mobile subscribers 2012 - 2015
Table 39 Telstra mobile ARPU 2009 2016
Table 40 Telstra mobile prepaid and postpaid revenue 2008 2016
Table 41 Optus mobile revenue 2013 2016
Table 42 Vodafone Australia revenue 2009 2015
Table 43 HTA key metrics financial overview 2009 2015
Table 44 Telstra SMS traffic 2009 - 2016
Table 45 Mobile Embrace key financial performance indicators 2010 - 2016
Table 46 MOKO financial data 2010 - 2016
Table 47 Enero (Photon Group) key financial parameters 2010 - 2015
Table 48 Leading countries - used smart phone market - 2016
Table 49 Global mobile handset shipments 2004 - 2016
Table 50 Global mobile handset revenue 2010 - 2015
Table 51 Share of mobile handset shipments by region 2012 - 2015
Table 52 Global handset suppliers' market share 2011 Q3 2015
Table 53 Global smart connected device shipments by price band 2013; 2014; 2018
Table 54 Global smartphone operating system market share 2011 Q2 2015
Table 55 Global smartphone shipments 2010 2015
Table 56 Global smartphone share of handset market 2009 - 2015
Table 57 Global top five smartphone vendors shipments and growth 2012 - 2015
Table 58 Global top five smartphone vendors annual market share 2012 - 2015
Table 59 Global tablet shipments 2010 2015
Table 60 Global top five tablet vendors market share 2013 - 2015
Chart 1 Mobile Embrace financial data 2010 - 2016
Chart 2 Smartphone manufacturers' annual market share 2015
Exhibit 1 Price fixing allegations
Exhibit 2 Digital advertising cost considerations
Exhibit 3 Top industries estimated spending on mobile advertising 2015
Exhibit 4 Mobile video chat and conferencing a key growth area
Exhibit 5 Examples of popular online dating sites
Exhibit 6 LinkedIn at a glance 2014
Exhibit 7 Background information on the adult gaming category changes
Exhibit 8 Interactive gaming versus online gaming and online gambling defined
Exhibit 9 Popular mobile app examples - 2016
Exhibit 10 Examples of key IPTV vendors worldwide
Exhibit 11 Mobile video chat and conferencing a key growth area
Exhibit 12 MOKO.mobi at a glance 2014
Exhibit 13 Overview of MOKO.mobi subsidiary companies 2016
Exhibit 14 Enero at a glance 2016
Exhibit 15 Background information on Information Dialling Services (IDS)
Exhibit 16 Nokia's challenges and triumphs
Exhibit 17 Open Handset Alliance

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