The internet is changing the way we interact with news and information, but there are plenty of Australian online media brands out there that are still struggling to stay relevant, a study has found.
The findings of the online media analysis firm, Advanti, have found that Australians are still spending less time on their smartphones than people in other developed countries and that Australians tend to consume news online at the same rate as people in countries such as the United States.
In a new report, Adversity.net, Advent Media Group and Australian digital media company, Cnet, analysed the online presence of 21 Australian online content and found that they are struggling to keep up with their online competitors.
“The Australian digital market is not growing fast enough,” said Advantis CEO Peter Toth.
But despite these struggles, the study found that consumers are still engaging with Australian online news sites in a number of ways, including: using search engines like Google, Facebook, Twitter, Yahoo and Bing; viewing and downloading content on mobile devices; using social media; and participating in the conversation online.
Advanti found that Australian online journalists are spending a significant amount of time on mobile and social media.
“[Mobile] is an important and important way to engage with the Australian public, but the Australian digital industry has not been very well developed for mobile use,” Mr Toth said.
When Advantic looked at the mobile platforms of Australian media, the results were interesting.
“It seems that most Australian journalists are engaged on mobile as well as on desktop,” Mr Wethers said.
“The most important part of our work was in the mobile world.”
Our work showed that we had to start thinking about the mobile environment and that was a big part of the decision to start developing the mobile version of our report.
“Advent Media said it hopes the results of the study will encourage other Australian media companies to start making more progress with mobile, especially given that Australian media outlets are often in the middle of their reporting or editing cycle.
Cnet’s report found that users spent about 25 per cent more time on social media in 2016 compared to 2015.
This could be a reflection of the increased importance of social media and social-based platforms for digital content and advertising, the report found.
The digital content that Australians consume online has changed significantly over the last 10 years, with the online advertising market in particular increasing in value as a result of the rise of digital media.
While the amount of news that Australians read online has remained stable, there has been a dramatic increase in the number of online content publications that are now offering a range of products and services online.
The research, titled The Australian Internet: The Future of Content and Communication, was published on Tuesday.