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Australia - E-Commerce, Marketing and Advertising - Product Image

Australia - E-Commerce, Marketing and Advertising

  • ID: 1208416
  • Report
  • Region: Australia
  • 174 Pages
  • Paul Budde Communication Pty Ltd
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Digital Productivity Key to Transformation of Australian Economy
This annual publication offers a wealth of information on the trends and developments taking place in the m-commerce and c-commerce sectors. The publication provides analyses of the issues surrounding the growth of e-commerce, including e-banking, e-payments and online advertising. Information on mobile commerce developments are also provided, including m-payments and m-banking, included statistics and forecasts for both the e-commerce and m-commerce sectors.

Subjects covered include:

- Analyses of key e-commerce trends;
- E-commerce trends and statistics;
- Information on e-payment and e-banking sectors;
- Analyses of key m-commerce trends;
- Information on the key market players.

Researchers:- Paul Budde, Kylie Wansink
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1. Broadband Infrastructure facilitates Economic Transformation through Digital Productivity

1.1 Economic prosperity depends on digital productivity
1.2 ICT industry has the driver’s seat
1.3 Transformation requires open ICT infrastructure
1.4 Brief insights into ICT infrastructure developments
1.4.1 The National Broadband Network
1.4.2 The Changing Data Centre Landscape
1.4.3 The Cloud Computing Revolution
1.4.4 M2M and Big Data – Key Global Trends
1.4.5 Smart Grids – Transforming the Energy Industry
1.4.6 Smart Cities – the Way Forward
1.5 Comprehensive infrastructure policies are needed
1.6 Collaborative trans-sector policies
1.7 Case Study – Australia
1.7.1 NBN: a blueprint for ICT infrastructure policies?
1.7.2 National Digital Economy Strategy
1.7.3 Australia’s digital transformation is underway – Analysis
1.7.4 The issue is Industry Transformation, not Broadband – analysis
1.7.5 The impact on the economy
1.8 Conclusion

2. Internet Governance and Net Neutrality Insights

2.1 Complex societies depend on ICT infrastructure
2.2 The Internet and the economy – in statistics
2.2.1 Parochial politicians fail to address the complex global problems
2.3 Control of the internet
2.3.1 International discussion
2.3.2 Internet governanace back in the limelight
2.3.3 Net neutrality
2.3.4 Interests at play
2.4 E-security
2.4.1 Infrastructure issues
2.4.2 How safe is FttH?
2.5 Cybercrime
2.5.1 Child protection a priority
2.5.2 E-health security
2.5.3 E-commerce security
2.6 Security developments
2.6.1 Internet companies in China show interest
2.6.2 Security an issue for social media
2.6.3 E-security spending
2.7 Be prepared with robust national infrastructure
2.8 Conclusion - infrastructure essential for the digital economy

3. The E-Commerce, E-Payments and M-Commerce Markets

3.1 Global e-commerce market
3.1.1 The digital commerce evolution
3.1.2 Omni-channel retailing
3.1.3 Global e-commerce market statistics
3.1.4 Leading B2C e-commerce players
3.2 Key e-commerce insights
3.2.1 Underlying trends
3.2.2 E-payments
3.2.3 Content Delivery Networks (CDNs)
3.2.4 Cloud computing and e-commerce
3.2.5 Security concerns
3.3 E-books and e-newspapers
3.3.1 Digital e-readers/e-books
3.3.2 The challenging newspaper publishing sector
3.4 Internet banking (E-banking)
3.4.1 The changing face of e-banking
3.5 Global m-commerce market
3.5.1 M-commerce buzzword: SoLoMo
3.6 Key m-commerce insights
3.6.1 NFC and M-Wallets
3.6.2 Mobile payments apps
3.6.3 M-banking
3.6.4 Mobile money transfer services
3.6.5 Mobile auctions
3.6.6 Mobile location shopping and marketing
3.6.7 Mobile vouchers, coupons and loyalty cards
3.6.8 Mobile advertising

4. Advertising and Marketing in the Digital Age

4.1 Market summary
4.2 Market insights
4.2.1 Consumers will lead the way
4.2.2 Changes in internet advertising
4.2.3 Mobile advertising
4.2.4 Mobile Location-Based Advertising (MLBA)
4.2.5 TV advertising
4.2.6 Digital ad exchanges
4.3 Internet media companies – selected insights
4.3.1 Google - Advertising a main strategic drivers
4.3.2 Yahoo - profit up, sales down as it attempts to lure Google and Facebook users
4.3.3 Hulu - mostly positives for Hulu
4.3.4 Facebook - prepared to operate in different markets
4.3.5 Amazon’s rising threat
4.4 Key online advertising categories
4.5 A multi-screen approach gains attention
4.6 Consumers react to privacy misuse by Internet companies

5. National Digital Economy Strategy

5.1 Introduction
5.2 Other specific initiatives
5.3 Overview of activities mid 2013
5.4 Advancing Australia as a Digital Economy – update to the NDES
5.5 Progress of the program – mid 2013
5.5.1 Brief overview of grants provided.
5.6 Local e-government initiative
5.7 NBN 3D mapping/modelling project
5.8 Digital Citizens Guide
5.9 The NBN-enabled education and skills services program
5.10 Tuition for new migrants using the NBN
5.11 E- health services
5.12 Seniors
5.12.1 M2 delivers broadband for seniors
5.13 Australian Interactive Games Fund
5.14 Indigenous Communications Program
5.15 Smart home in Armidale
5.16 Smart Farm Armidale
5.16.1 Smart farming
5.16.2 Kirby Smart Farm
5.16.3 Smart Farm projects
5.16.4 Live map of soil and environmental conditions
5.16.5 Monitoring cattle behaviour using GPS collars and ear tag tracking devices
5.16.6 Access Cam
5.16.7 SMART Farm control portal
5.17 Energy efficiency and sustainability
5.18 Teleworking
5.18.1 Teleworking and SMEs
5.18.2 Traffic jams and teleworking
5.18.3 Market survey
5.18.4 Teleworking research from ACMA
5.18.5 Teleworking study
5.18.6 Australians working online – Sensis Report
5.19 NBN Regional Legal Assistance Program
5.20 High-definition videoconferencing pilot program
5.21 Digital Business Kits for small businesses
5.22 NBN Art grants
5.23 Digital Inclusion

6. Business Market – Trends and Statistics

6.1 Market statistics and surveys
6.1.1 SMEs are driving the digital economy
6.1.2 Digital economy – business internet income
6.1.3 Digital marketing spend
6.1.4 Business participation in the digital economy
6.1.5 Large numbers of Australian businesses will still not be online in 2013
6.1.6 Sensis e-Business Report – 2013
6.1.7 Social networking use by SMEs
6.2 Business participation on the NBN - survey
6.2.1 Broadband – a key digital driver
6.2.2 Broadband boost
6.2.3 Network driver
6.2.4 Utility features
6.3 Smart Farming
6.4 The mining sector
6.5 SmartICT

7. Online Retailing – Trends and Statistics

7.1 A snapshot of the retail industry
7.2 ICT spend in retail sector
7.3 The key drivers of growth
7.4 Market Surveys and statistics
7.4.1 NAB report early 2014
7.4.2 National retailers dominate online retail market
7.4.3 Australian Bureau of Statistics
7.4.4 Online shopping sales to reach $25bn by 2015
7.4.5 National Australia Bank's (NAB) retail sales index - May 2013
7.4.6 Growth in online shops and online shopping.
7.4.7 Roy Morgan report mid 2013
7.4.8 Online retail activities
7.4.9 Australian online sales rises 27%
7.4.10 Internet e-tailing to continue rises towards 2015
7.4.11 Spending online to grow as tablet and smartphones uptake increases
7.4.12 Online shopping passes the tipping point
7.4.13 ACCC get tough on online shopping
7.5 Market van Industry trends and analyses
7.5.1 Australia still waiting for in-store e-shopping - Analysis
7.5.2 Omni-channel Retailing
7.5.3 Omni-channel communication with customers
7.6 Key players
7.6.1 Westfield
7.6.2 Amazon
7.6.3 The Kogan store
7.6.4 Woolworths
7.6.5 carsales.com.au
7.6.6 Surfstitch
7.7 Online auctions
7.7.1 eBay
7.7.2 Quicksales
7.7.3 Graysonline
7.7.4 Gumtree
7.8 The Coupon Market
7.8.1 Overview
7.8.2 Major players

8. E-Banking

8.1 The banking sector
8.2 Trends and Developments
8.2.1 Cashless Australia
8.2.2 M-banking
8.3 Market Analyses
8.3.1 Banks were slow of the mark
8.3.2 Innovation remains a problem for the banks
8.3.3 Digital economy will affect bank fees
8.4 Trends and developments in mobile payments
8.4.1 Push for universal mobile payments system
8.4.2 e-payment trends
8.4.3 Consumer trends
8.4.4 Changes in the market
8.4.5 Bitcoin and other changes
8.5 Near Field Communications (NFC)
8.5.1 Wireless ‘wave payments’
8.5.2 FLASHiZ
8.6 Projects and Services
8.6.1 Commonwealth Bank of Australia (CBA)
8.6.2 Australia and New Zealand Bank (ANZ)
8.6.3 Westpac
8.6.4 NAB
8.6.5 MasterCard
8.6.6 Visa
8.6.7 PayPal
8.6.8 mHITs
8.6.9 NoQ
8.6.10 Mint Wireless
8.6.11 Optus m-wallet trial
8.6.12 Eftpos
8.7 The taxi booking and payment market
8.7.1 Breaking the taxi monopoly
8.7.2 Taxi booking apps

9. Advertising, Statistics, Revenues, Forecasts

9.1 The online advertising market
9.1.1 Online classified market is maturing
9.1.2 Online expenditure – 2013
9.1.3 Roy Morgan survey
9.1.4 PriceWaterhouse predictions
9.1.5 Advertising and revenue generation
9.2 Mobile internet advertising
9.2.1 Background
9.2.2 Mobile advertising to mature
9.2.3 Mobile devices increase growth in online video advertising
9.2.4 Generation Y is driving the online media push
9.2.5 Online advertising revenue statistics
9.3 Other Market surveys
9.3.1 Underinvestment in mobile advertising
9.3.2 Insights into the world of Internet Marketeers
9.3.3 Online advertising market grew 16% in 2013
9.3.4 Australia leader in digital marketing
9.3.5 Printed ads still gaining user attention
9.3.6 Social media sites linked to advertising and buying patterns
9.3.7 Business advertising to get traffic
9.3.8 Business presence on social media
9.3.9 Children, internet and social networks
9.3.10 PricewaterhouseCoopers (PwC) Entertainment & Media Outlook report to 2016
9.3.11 Search advertising revenues
9.3.12 Different (digital) working arrangements
9.4 Website usage statistics
9.4.1 Top 10 Australian websites – 2010 - 2013
Table 1 – Global - Internet users and annual change – 2009 - 2014
Table 2 – Worldwide IT security spending – 2011; 2012; 2016
Table 3 – Worldwide security software spending – 2010 - 2015
Table 4 – Global e-commerce spending – 2011 - 2013
Table 5 – Visitors to top web properties worldwide – 2013
Table 6 – Growth of e-reader sales – 2009 - 2013
Table 7 – Most popular formats for receiving news in the USA – 2010; 2012
Table 8 – Global m-commerce sales – 2013 - 2015
Table 9 – Global app store revenue – 2011 - 2015
Table 10 – Global advertising spending- all mediums – 2010 - 2015
Table 11 – Top ten countries by digital advertising spend per Internet user - 2013
Table 12 – Global online advertising spend – 2012 - 2014
Table 13 – Global advertising spending market share by major types – 2013; 2015
Table 14 – Google total advertising revenue – 2006 - 2012
Table 15 – Facebook total and mobile advertising revenue – Q2 ; Q3 2013
Table 16 – Australians who use the internet at work
Table 17 – Australians who telework
Table 18 – Where Australians telework
Table 19 – Business internet income and annual change – 2002; 2007 - 2012
Table 20 – Spend above 25% of marketing budget in Australia versus selected Asian countries – 2012
Table 21 – Digital marketing adoption in Australia versus selected Asian countries – 2012
Table 22 – Methods of measuring digital media success in Australia – 2012
Table 23 – Top 5 uses of the internet by businesses – 2008 - 2013
Table 24 – The top 5 categories purchased by businesses using the internet – 2009 - 2013
Table 25 –Selling over the internet – 2009 - 2013
Table 26 – Selling over the internet by industry sector – 2013
Table 27 – Businesses with and the effectiveness of websites – 2009 - 2013
Table 28 – Top 5 uses of mobile internet – 2009 - 2013
Table 29 – Australians accessing the internet with a tablet – 2013
Table 30 – Top 5 internet applications used on a tablet in the past 12 months
Table 31 – Social networking use by businesses – 2010 - 2013
Table 32 – What does a better broadband service look like?
Table 33 – Will better broadband increase your digital economy participation?
Table 34 – What do you value in a broadband service?
Table 35 – Estimated retail trade revenue online and traditional – by industry – 2012
Table 36 – Overview of online shopping activities by Australians – 2012
Table 37 – Mobile phone usage as method of payment – 2013
Table 38 – Why consumers used Bitcoins as a method of payment - 2013
Table 39 – General display industry categories market share - 2013
Table 40 – Estimated mobile device advertising in Australia – 2008 - 2015
Table 41 – Market shares of key online advertising markets – 2008 - 2012
Table 42 – Online advertising expenditure and forecasts – 2000 - 2015
Table 43 – Use of social networking sites by age group – 2008 - 2013
Table 44 – Use of social networking sites by demographic – 2008 - 2013
Table 45 – Australian entertainment and media market – revenue by industry – 2007 - 2012
Table 46 – Australian entertainment and media market – annual growth by industry – 2008 - 2012
Table 47 – Australian entertainment and media market –by industry share – 2007 - 2011
Table 48 – Australian entertainment and media market –by industry share – 2012 - 2016
Table 49 – Estimated online paid search advertising revenue – 2005 - 2006; 2010 - 2013
Table 50 – Top ten websites by unique Australian audiences – 2010 - 2013
Chart 1 – Global - Internet users – 2009 - 2014
Chart 2 – Overview of business internet income and annual change – 2007 - 2012
Chart 3 – Overview of the top five uses of the internet by businesses – 2008 - 2013
Chart 4 – Overview of the top 5 categories purchased by businesses using the internet – 2009 - 2013
Chart 5 – Overview of percentages of businesses online – 2009 - 2013
Chart 6 – Overview of the trends of the top five uses of mobile internet – 2009 - 2013
Chart 7 – Overview of online shopping activities by Australians – 2012
Chart 8 – Overview of online advertising expenditure and forecasts – 2003 – 2015
Chart 9 – Overview of social networking use by age group – 2010 - 2013
Chart 10 – Overview of paid search advertising revenue – 2005 - 2006; 2010 - 2013
Exhibit 1 - Transformation – business case examples
Exhibit 2 - Global developments that are forcing transformation
Exhibit 3 - Regulatory system needs to support transformation
Exhibit 4 - Smart communities
Exhibit 5- Internet of Things – the next infrastructure inflection point
Exhibit 6- Trans-sector vs. Cross-sector
Exhibit 7 - Australia – National Broadband Network
Exhibit 8 - Broadband Commission for Digital Development
Exhibit 9 - How does broadband relate to economic development?
Exhibit 10 - Key applications of a digital economy
Exhibit 11 – Interesting statistics on the impact of the Internet and the economy
Exhibit 12 – Implications of ending net neutrality
Exhibit 13 – Norway a leader in net neutrality
Exhibit 14 – Netherlands adopts net neutrality legislation
Exhibit 15 – Digital economy – key developments
Exhibit 16 – Popular online activities
Exhibit 17 – Other e-commerce business model examples
Exhibit 18 – European Commission e-commerce five priorities - 2012
Exhibit 19 – Examples of popular online retail websites around the world
Exhibit 20 – Walmart
Exhibit 21 – The rise of PayPal
Exhibit 22 – Statistical snapshot of e-books
Exhibit 23 – Price fixing allegations
Exhibit 24 –Mobile apps examples across various sectors
Exhibit 25 – Digital advertising cost considerations
Exhibit 26 – Middle East offers online advertising potential
Exhibit 27 – Online ad deal between Google and Yahoo aborted
Exhibit 28 – Top mobile advertising spenders – Q2 2012
Exhibit 29 – Anarchy Online by Funcom
Exhibit 30 – Round 1 funding recipients Digital Hubs and Digital Enterprise
Exhibit 31 – Eligible round 2 communities Digital Hubs and Digital Enterprise
Exhibit 4 – Eligible round 3 communities Digital Hubs and Digital Enterprise
Exhibit 5 – Digital local government program projects – May 2013
Exhibit 32 – Online users and other media usage
Exhibit 33 - Woolworths online sales hit $1bn
Exhibit 34 – Example items sold on average in Australia on eBay
Exhibit 35 – What’s selling on eBay mobile in Australia
Exhibit 36 – Interesting items from online auctions
Exhibit 37 – AussieCommerce
Exhibit 38 – PayPal SMB Statistics – 2013
Exhibit 39 – Overview of Q-Jumper and Easy Canteen by mHITs
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The world in general – and its institutions and businesses in particular – is facing a significant number of challenges …...

There will soon be 9 billion people in the world, and increasingly more of them will participate in the global economy, most likely at less cost. Furthermore, the environment is having difficulty coping with us – whole business sectors are facing digital disruption; healthcare in western economies has an efficiency factor of minus 40% (which, if it goes unchecked, could consume 40% of Australia’s GDP by 2040); people are more empowered – they are moving away from traditional behaviour patterns; and new jobs are in the new economy, not the old one.

Governments and traditionally organised businesses and organisations have great problems with these developments. They are unprepared to embark on the essential economic and social transformations that are needed to face up to the challenges.

In essence, in order to transform they will need to operate much more horizontally and be far more truly customer/people-focussed. And ICT can greatly assist in this. To be able to compete with those organisations that have been successful in creating digital productivity it is often necessary to look at ways to remove 50%, or even more, from current business costs. Cannibalisation of traditional services and revenues is also required, with no certainty of new income from new services to compensate for this.

As a result many businesses are fighting rearguard battles rather than leading the charge, and whole sectors are resisting the transformation process (retail, healthcare, education, energy, government).

Has the internet reached the ‘too big to fail’ stage?

Would an internet failure result in what economists call a ‘too big to fail’ disaster? In other words, will such a collapse be catastrophic for our society and the economy? If the internet fails we cannot go back to the systems that helped us run our lives in the 1950s, when we had only one-third of the population we currently have. We need the right systems to manage our new rapidly changing society and economy.

Very few people fully realise the impact of this population growth in such an incredibly short period. And it is here that the internet plays its most important role – yet technically it was never designed to take on such enormous responsibilities. Resolving the issues surrounding control and governance of the internet is also of fundamental importance to its success in the future. Issues surrounding security and governance are already of concern for emerging sectors like e-health; e-commerce; e-education and e-government.

Among the hottest topics are the issues in relation to the security of the various aspects of the digital economy. Analysts predict that spending on e-security and mobile security will rise sharply and continue to be a key priority.

E-banking and M-banking

E-commerce has become a very important area of focus for internet media players, financial institutions and payment-processing firms alike. Given the speed that new services, features and companies appear (and disappear) the e-commerce and m-commerce sectors must be among the most innovative and rapidly evolving sectors worldwide – quite a spectacle to observe.

Person-to-Person email payment has become a hot topic with Google and Square launching services. Banks are also realising the world is changing and social banking is becoming a key trend; and the internet media companies continue to battle for supremacy in this vibrant market.

Mobile commerce is one of the hottest sectors right now and it is gaining importance for a wide range of industries, including telecommunications, IT, finance, retail and the media, as well as for end-users. It works best in those areas where it can emphasise the core virtue of mobile networks – convenience. The enormous success of smart phones is linked to the apps that are available, and increasingly commercial models will be linked to these apps – which will result in further spectacular growth in m-commerce. BuddeComm sees the development of m-wallets as a major breakthrough for the m-payment sector and beyond – that could indeed be a game changer.

Australians are among the world’s biggest users of online banking. EFT (electronic funds transfer) is very popular in Australia and the BPAY consortium owned by Australia’s Big Four banks is widely used to pay bills. However the more consumer-driven developments, such as m-banking, took longer to emerge. After decades of procrastination, and ultimately pushed by developments from companies such as Apple and Google, the era of m-payments has now taken off in a major way, with all four banks now facing breakneck growth in m-payments. By 2015 it is expected that m-banking will overtake online banking in the number of transactions carried out electronically.

Advertising and Marketing in the Digital Age

Spending on advertising using digital media channels is continuing to grow in market share, despite economic conditions slowing down the growth of overall advertising spending. In 2014 the advertising sector is focused on the future opportunities offered by multi-screen developments. In other words, a cross-marketing approach involving multiple devices including TV, touchscreen tablets, computers, laptops, mobile phones etc. In addition, advertisers and content developers/providers are eyeing off the potential opportunities offered by the Over-the-Top (OTT) content distributed by smart TVs. Digital marketing as a whole remains a growth area, as marketers shift towards these types of advertising methods at the expense of traditional formats.

The increase in online advertising comes as Australian businesses expand their presence online and aim to see local sales win over from sales made offshore.

The increased use of video advertising and video viewing is – at an increasingly more rapid pace - also continuing in 2014, and will grow consistently for the next five years or so, according to industry trends.

Business Market – Trends and Statistics

The digital economy affects everybody, including existing players such as telcos, banks, media wholesalers, services and retail. All businesses will eventually need to adapt to the new environment as new players enter these markets from different angles.

This report highlights information from surveys that indicate how well businesses are prepared for the digital economy; where they participate; their strengths and weaknesses; and the first interesting commercial starting points. It provides statistics in text, tabular and easy-to-read chart formats. It also contains detailed statistics from e-business activity usage surveys taken over the last few years.

This indicates a strong acknowledgement of business benefit, including productivity gains and positive growth. It highlights a near unanimous view that active digital economy participation is important to future business success, in spite of a diversity in adoption, planning and sophistication across the business community.

Online Retailing

Across Australia more and more users are now shopping online – they are shopping from the comfort of home, while at work and even using mobile devices to impulse-buy. In fact many online retailers are finding mobile is their fastest-growing sales channel, including eBay and Gumtree.

While online sales have been growing at around 20%-30% annually the overall market share is still below 10% of the overall market in 2014. But spending will only increase further in the online markets over the years to 2020 as users take advantage of the higher speeds that the NBN will provide as it is rolled out.

There are many choices from offshore e-tailers offering low-cost deliveries, with onshore businesses that operate a retail web presence providing service and communication at a local level. Low start-up costs and minimal barriers to entry have seen many enterprises, both bricks and mortar stores and online-only stores, operating successfully in the direct sales to consumers market.

In 2013 there were a number of acquisitions – AussieCommerce’s purchase of group buying Cudo, and Graysonline’s purchase of online department store Oo.com.au are two examples – and consolidation in the Australian online retail sector will continue in 2014.

Data in this report is the latest available at the time of preparation and may not be for the current year
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