Roy Morgan Research launches ‘The Digital Universe’

Published: Tue 28 Aug 2012 12:10 PM
Roy Morgan Research launches ‘The Digital Universe’
Roy Morgan Research has been tracking digital media, like Facebook, for more than ten years. But as more technologies emerge and are adopted with ever increasing rapidity by the new Connected Consumer the time has come to connect all the dots. The Digital Universe is a new module available in Roy Morgan Single Source which connects the myriad of digital touchpoints, providing a 360 degree view of the new Digital Universe and how the exponentially expanding range of touchpoints is affecting Australians’ daily lives - their media consumption, shopping habits, socialisation and expectations.
The Digital Universe quantifies many of the trends everyone has been suspecting over the last few years - provides facts about the way the digital universe is affecting Australians’ behaviour — and explodes numerous myths that have been gaining currency.
Michele Levine, CEO, Roy Morgan Research launching The Digital Universe
As this ground-breaking multi-mode research uncovers consumers’ connections with new and emerging technology, savvy marketers will quickly realise that delivering a compelling, targeted message is no longer enough — you need to deliver your messages where and when your customers and prospects choose — and where and when they are most receptive.
Michele Levine, CEO, Roy Morgan Research says:
“The Digital Universe has created an unparalleled, seismic shift in the way Australian consumers are interrelating and behaving. With over $22 billion spent online last financial year, eBay is now Australia’s No. 1 shopping mall — with more shoppers in a typical 4 weeks than Westfield shopping centres nationally.
“As connected consumers increasingly choose to read their newspapers on their PCs, tablets and smartphones, total masthead readership of newspapers is now higher than it’s been in over a decade.
“These seismic shifts mean that a thorough understanding of The Digital Universe will be essential to the survival of every Australian business in the next decade.
“Roy Morgan’s Digital Universe is the definitive resource that provides a complete picture and valuable, in-depth insights into the lives of Australia’s Connected Consumers.”
Key findings include:
• 12.5 million Australians use Facebook, and 2.9 million Australians use Google+.
• 46% of Australians own a smartphone - 8.6 million.
• 25% of Australian smartphone owners have used their mobile for Social Networking. Only 11% of Australians have Tweeted.
• 7.3 million Australians visited Ebay in the 12 months to June compared to 5.2 million Australians who shopped at Westfield Shopping Centres nationally.
• 22% of Australians use their Credit Card online compared to 18% of Australians using Online Payment (Eg. Paypal).
• Sydney Morning Herald – Biggest Audience of any Newspaper: 3.3 million Net Readership (up 1.0 million since 2002); Herald-Sun: 3.04 million (up 0.59 million); Daily Telegraph: 2.64 million (up 0.08 million); The Age: 2.4 million (up 0.97 million). The Australian: 1.8 million (up 0.5 million).
• 5% of Australians now access the Internet on their TV, 19% would like to.
For more information: Visit (Best viewed in Chrome)
Roy Morgan Research
New Zealand's leading social and market research company
A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years' experience in collecting objective, independent information on consumers. Roy Morgan Research was set up in New Zealand in the 1990s and has been collecting information across a wide range of industries in New Zealand ever since. Roy Morgan currently has over 10 years of trended data on a geographically and demographically representative sample of over 12,000 New Zealanders aged 14+.
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