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Australia - E-Commerce, Marketing and Advertising

Published By :

BuddeComm

Published Date : May 2015

Category :

Advertising and Marketing

No. of Pages : 169 Pages


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.

The Digital Economy is driving sector and industry transformations

Key Insights

Based on the growth of internet and mobile users alone, it is hardly any wonder that e-commerce and m-commerce are thriving. Despite the economic downturn, online spending is proving resilient and even buoyant in most markets. New communication and software developments are making it increasingly possible for retailers to offer a seamless shopping experience using all the available shopping channels – mobile devices, computers, bricks-and-mortar, television, radio, direct mail, catalogues, and so on. In our existing climate of digital interaction, the concept of a ‘Sharing Economy’ is gaining momentum. New developments are following in the footsteps of those entrepreneurs who created sites where people share their houses and car spaces. We are now increasingly seeing sites aimed at people who need people for odd jobs, at short notice. Uber was perhaps the first on the scene here. It is still operating in a narrow market (taxies), but other companies are entering the much broader job market, by using e-commerce, offering business opportunities to increasing larger groups of people.

Mobile shopping is one of the hottest topics, and the m-commerce market is growing at a staggering rate. While this boom will of course taper off eventually, m-commerce will remain one of the leading growth areas for some years, driven by the younger generation and its mobile-centric lifestyle. With consumers relying more and more on their smartphones when shopping online, m-commerce will continue to grow faster than overall e-commerce, therefore accounting for an ever-increasing portion of the e-commerce market.

The enormous success of m-commerce is linked to apps, which are becoming more and more popular. Apps are convenient, safe, quick, and simple to use. In the global m-commerce market, shoppers are already using apps in preference to browsers. Increasingly, commercial models will be linked to these apps – which will lead to further spectacular growth in m-commerce. BuddeComm sees the development of m-wallet apps, in particular, as a major breakthrough for the m-payment sector.

The digital economy has brought about huge changes in the publishing industry – from digital printing presses, to indie authorship, to e-books. One of the downfalls is that self-publishing has become too easy, so that the market is flooded with low quality, poorly edited books. This has given self-published e-books a bad press. The dilemma is a thorny one, with many different interests at war. In the end, the consumer must be the one to rebalance the market.

In early 2015, the press was filled with reports that the physical book market had made a comeback and that e-books had had their day. But according to statistical data, while sales of print books rose slightly in 2014, e-book sales rose even more, further increasing their share of the overall book market.

Advertising and Marketing in the Digital Age

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.

Online Retailing

While online sales have been growing at around 20-30% annually, the overall market share was still under 10% of the overall market in early 2015. Many users cite the reasons of availability, convenience and pricing as well as delivery options as some of the reasons for purchasing online.

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 including bricks and mortar stores and online only stores successfully operating in the direct sales to consumers market.

E-Banking

Australians are one of 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 development from companies such as Apple and Google, the era of m-payments has now taken off in a big way, with all four banks now facing breakneck growth in m-payments. Further expansions are expected in other sectors of m-banking as smartphones and tablets are quickly becoming customers’ preferred way to interact with their banks. By the end of 2015 it is expected that m-banking will have overtaken the online banking in the number of transactions done electronically.

1. The E-Commerce and M-Commerce Markets
1.1 Global e-commerce market
1.1.1 The digital commerce evolution
1.1.2 A different approach to employment
1.1.3 Omni-channel retailing
1.1.4 Global e-commerce market statistics
1.1.5 Leading B2C e-commerce players
1.2 Key e-commerce insights
1.2.1 Underlying trends
1.2.2 E-payments
1.2.3 Content Delivery Networks (CDNs)
1.2.4 Cloud computing and e-commerce
1.2.5 Security concerns
1.3 E-books and e-newspapers
1.3.1 Digital e-readers/e-books
1.3.2 The challenging newspaper publishing sector
1.4 Internet banking (E-banking)
1.4.1 The changing face of e-banking
1.4.2 Banks under e-pressure
1.4.3 Bitcoin
1.5 Global m-commerce market
1.5.1 M-commerce buzzword: SoLoMo
1.6 Key m-commerce insights
1.6.1 M-payments
1.6.2 M-banking
1.6.3 Mobile auctions
1.6.4 Mobile location shopping and marketing
1.6.5 Mobile vouchers, coupons and loyalty cards
1.6.6 Mobile advertising

2. Advertising and Marketing in the Digital Age
2.1 Market summary
2.2 Market insights
2.2.1 Changes in internet advertising
2.2.2 The effect of big data on the advertising industry
2.2.3 Online advertising does not improve the overall result for advertisers
2.2.4 Mobile advertising
2.2.5 Mobile Location-Based Advertising (MLBA)
2.2.6 TV advertising
2.2.7 Digital ad exchanges
2.2.8 A multi-screen approach gains attention
2.3 Key online advertising categories
2.3.1 In-game advertising
2.3.2 Social network advertising
2.3.3 Online video advertising
2.3.4 Search engine advertising
2.4 Internet media companies – selected insights
2.4.1 Overview
2.4.2 Google – advertising revenues continue to grow
2.4.3 Yahoo – digital display ad revenues slump
2.4.4 Hulu – an unusual dual revenue model
2.4.5 Facebook – prepared to operate in different markets
2.4.6 Amazon’s rising threat
2.5 Consumers in focus
2.5.1 Consumers will lead the way
2.5.2 Consumers react to privacy misuse by Internet companies
2.5.3 Consumers are the serfs of the feudal internet companies

3. The Digital Economy drives Sector and Industry Transformations
3.1 Introduction
3.2 How to better balance the Federal Budget?
3.2.1 May Budget 2015
3.3 The digital economy – what is at stake?
3.3.1 The size of the digital economy
3.3.2 The effects of the digital economy are all around us.
3.3.3 Commercial Sectors
3.3.4 Global competition
3.3.5 Healthcare
3.3.6 Education
3.3.7 ICT Investments needed
3.4 Lack of vision – politicians absorbed by costs of ageing economic models
3.5 Government misses out on developing a smart economy
3.6 Australia’s two-tiered economy
3.7 Australia’s digital transformation is underway
3.7.1 National Broadband Infrastructure
3.7.2 Cloud computing, Big Data, M2M
3.7.3 The need for digital productivity
3.8 Developed economies not ready for an ICT-driven recovery
3.9 ICT tools can provide $8 billion of annual savings
3.10 Transformation based on smart infrastructure
3.11 Selected Industry and sector transformations
3.11.1 Government Transformation
3.11.2 Digital Technology transforming the mining sector
3.11.3 Transformation of the energy market
3.11.4 Digital economy transforming the banking industry
3.11.5 Omni-channel changing Retailing
3.11.6 Book Industry
3.11.7 The transformation of the disability sector
3.12 Statistical information and economic benefits
3.12.1 The impact on the economy
3.12.2 The thousands of unreported benefits of high-speed infrastructure
3.12.3 Digital Australia – statistical findings
3.13 Secrecy and incompetence undermining the digital economy
3.13.1 Dysfunctional policies
3.13.2 TPP – secrecy in politics continue
3.13.3 Data retention policy – more risks than gains?

4. Business Market - Trends and Statistics
4.1 Market statistics and surveys
4.1.1 Businesses underusing digital tech
4.1.2 Government lags in digital leadership
4.1.3 Deloitte: digital economy to hit $139 billion by 2020
4.1.4 Digital marketing survey
4.1.5 Costs still hampering digital enterprises.
4.1.6 SMEs are driving the digital economy
4.1.7 Digital economy – business internet income
4.1.8 Digital engagement SMEs
4.1.9 Sensis e-Business Report – 2014
4.1.10 e-trade index
4.2 Smart Farming
4.2.1 Smart Farm Armidale
4.3 The mining sector
4.4 SmartICT 

5. Online Retailing - Trends and Statistics
5.1 A snapshot of the retail industry
5.1.1 Statistical Overview
5.1.2 ICT spend in retail sector
5.2 Market Surveys and statistics
5.2.1 eWAY Q1 2015 Online Retail Report
5.2.2 Consumers in the digital economy
5.2.3 NAB Online Retail Sales Index
5.2.4 Boomerang browsing
5.2.5 Sunday shopping
5.2.6 Over-65s go shopping online
5.2.7 Low digital commerce adoption for retailers
5.2.8 Online shoppers becoming more critical
5.2.9 ABS: Online business reached $246.4bn
5.2.10 Online shopping sales to reach $25bn by 2015
5.2.11 Internet e-tailing to continue rises towards 2020
5.2.12 Spending online to grow as tablet and smartphones uptake increases
5.2.13 Omni-channel communication with customers
5.3 Trends and Developments
5.3.1 Australia still waiting for in-store e-shopping - Analysis
5.3.2 Omni-channel Retailing
5.3.3 Funky Retail
5.4 Key players
5.4.1 Westfield
5.4.2 Amazon
5.4.3 The Kogan store
5.4.4 Woolworths
5.4.5 carsales.com.au
5.4.6 Surfstitch
5.4.7 Mnemon
5.4.8 Alibaba 
5.5 Online auctions
5.5.1 eBay
5.5.2 Quicksales
5.5.3 Gumtree
5.6 The Coupon Market
5.6.1 Overview
5.6.2 Major players

6. E-Banking
6.1 The banking sector
6.2 Trends and Developments
6.2.1 Business embracing electronic payments
6.2.2 Cashless Australia
6.2.3 M-banking
6.2.4 New Payments Platform 
6.3 Market Analyses
6.3.1 Banks under e-pressure
6.3.2 Traditional banking under threat
6.3.3 Banks were slow of the mark
6.3.4 Innovation remains a problem for the banks
6.3.5 Digital economy will affect bank fees
6.4 Trends and developments in mobile payments
6.4.1 Mobile ID for Mobile banking
6.4.2 Push for universal mobile payments system
6.4.3 E-payment trends – HP-RFI Report 2014
6.4.4 Wave Payments
6.4.5 FLASHiZ
6.5 Bitcoin
6.5.1 Introduction
6.5.2 CoinJar 
6.6 Projects and Services
6.6.1 Commonwealth Bank of Australia (CBA)
6.6.2 Australia and New Zealand Bank (ANZ)
6.6.3 Westpac
6.6.4 St.George Bank
6.6.5 NAB
6.6.6 MasterCard
6.6.7 Visa
6.6.8 NFC-powered mobile wallet from Coles
6.6.9 PayPal
6.6.10 Stripe
6.6.11 mHITs
6.6.12 NoQ
6.6.13 Mint Wireless
6.6.14 Cash by Optus
6.6.15 Eftpos
6.6.16 Moula – e-loans
6.6.17 SocietyOne. - peer-to-peer lending

7. Advertising, Statistics, and Revenues
7.1 Analysis of developments in the advertising industry
7.1.1 The effect of big data on the advertising industry
7.1.2 Online advertising does not improve the overall result for advertisers
7.2 The online advertising market
7.2.1 Online advertising market is maturing
7.2.2 Online expenditure – 2013
7.2.3 Demographic statistics
7.2.4 Online advertising revenue statistics 
7.3 Mobile internet advertising
7.3.1 Background
7.3.2 Mobile advertising to mature
7.3.3 Mobile devices increase growth in online video advertising
7.3.4 Generation Y is driving the online media push
7.3.5 Underinvestment in mobile advertising
7.4 Other Market surveys
7.4.1 Insights into the world of Internet Marketeers
7.4.2 Australia leader in digital marketing
7.4.3 Social media sites linked to advertising and buying patterns
7.4.4 Business advertising to get traffic
7.4.5 Business presence on social media
7.4.6 Social Networking Sites
7.4.7 Children, internet and social networks
7.4.8 PwC's Australian Entertainment & Media Outlook 2014-2018
7.4.9 Search advertising revenues
7.4.10 Different (digital) working arrangements
7.4.11 Being online worth £1,000 a year: BT study
7.5 Website usage statistics
7.5.1 Top 10 Australian websites – 2010 - 2014

List of Table


Table 1 – Global e-commerce spending – 2011 - 2016
Table 2 – Top 10 web properties worldwide – 2015
Table 3 – Global e-reader shipments and annual change – 2009 - 2015
Table 4 – Most popular platforms for receiving news in the UK – 2013 - 2014
Table 5 – Most popular formats for receiving news in the USA – 2010; 2012
Table 6 – Global m-commerce sales – 2012 - 2018
Table 7 – Global m-commerce sales by region – 2013; 2017
Table 8 – US m-commerce sales – 2011 - 2017
Table 9 – Global app store revenue – 2011 - 2016
Table 10 – Global media ad spending and annual change – 2011 - 2016
Table 11 – Global digital ad spending and annual change – 2011 – 2016
Table 12 – Global mobile internet ad spending and annual change – 2011 – 2016
Table 13 – Ad spending by major countries – total media, digital, mobile internet – 2014 - 2015
Table 14 – Top ten countries by ad spending per person and per digital Internet user – 2014
Table 15 – Market share of mobile internet advertising revenue – major companies – 2012 - 2014
Table 16 – Social network advertising revenue by region – 2013 - 2015
Table 17 – Global search engine advertising revenue – major companies – 2013 - 2015
Table 18 – Google advertising revenue (total and mobile) – 2006 - 2014
Table 19 – Facebook advertising revenue (total and mobile) – 2011 - 2014
Table 20 – Business internet income and annual change – 2002; 2007 - 2014
Table 21 – Top 5 uses of the internet by businesses – 2009 - 2014
Table 22 – The top 5 categories purchased by businesses using the internet – 2009 - 2014
Table 23 –Selling over the internet – 2009 - 2013
Table 24 – Selling over the internet by industry sector – 2014
Table 25 – Businesses with and the effectiveness of websites – 2009 - 2014
Table 26 – Top 5 uses of mobile internet – 2009 - 2014
Table 27 – Australians accessing the internet with a tablet – 2014
Table 28 – Top 5 internet applications used on a tablet in the past 12 months
Table 29 – Social networking use by businesses – 2010 - 2014
Table 30 – Estimated retail trade revenue online and traditional – by industry
Table 31 – Online shopping growth Year on Year (YoY) in transactions by day of week
Table 32 – Online shopping transactions by time of day and percentage growth YoY
Table 33 – Rapid uptake – September 2011 – March 2014
Table 34 - Key statistics for ANZ goMoney - 2014
Table 35 – General display industry categories market share - 2013
Table 36 – Market shares of key online advertising markets – 2008 - 2013
Table 37 – Online advertising expenditure and forecasts – 2000 - 2015
Table 38 – Estimated mobile device advertising in Australia – 2008 - 2015
Table 39 – Use of social networking sites by age group – 2008 - 2014
Table 40 – Use of social networking sites by demographic – 2008 - 2014
Table 41 – Estimated online paid search advertising revenue – 2005 - 2006; 2010 - 2013
Table 42 – Top ten websites by unique Australian audiences – 2010 - 2014

List of Chart


Chart 1 – Global m-commerce growth (projected) – 2013 - 2018
Chart 2 – M-commerce regional sales – 2013; 2017
Chart 3 – Major countries – overall, digital, and mobile ad spending – 2014
Chart 4 – Overview of business internet income and annual change – 2007 - 2014
Chart 5 – Overview of the top 5 categories purchased by businesses using the internet – 2009 - 2014
Chart 6 – Overview of percentages of businesses online – 2009 - 2014
Chart 7 – Overview of the trends of the top five uses of mobile internet – 2009 - 2014
Chart 8 – e-Trade Readiness Index rankings - 2014
Chart 9 – Overview of online advertising expenditure and forecasts – 2003 – 2015
Chart 10 – Overview of social networking use by age group – 2010 - 2014
Chart 11 – Overview of paid search advertising revenue – 2005 - 2006; 2010 - 2013
Exhibit 1 – Digital economy – key developments
Exhibit 2 – Popular online activities
Exhibit 3 – Other e-commerce business model examples
Exhibit 4 – European Commission e-commerce five priorities - 2012
Exhibit 5 – Examples of popular online retail websites around the world
Exhibit 6 – Walmart
Exhibit 7 – The rise of PayPal
Exhibit 8 – Statistical snapshot of e-books
Exhibit 9 – Amazon versus Hachette
Exhibit 10 – Price fixing allegations
Exhibit 11 – Mobile apps examples across various sectors
Exhibit 12 – M-payments in Japan
Exhibit 13 – Digital advertising cost considerations
Exhibit 14 – Middle East offers online advertising potential
Exhibit 15 – Online ad deal between Google and Yahoo aborted
Exhibit 16 – Top industries spending on mobile advertising – 2014
Exhibit 17 – Anarchy Online by Funcom
Exhibit 18 - Statistics shows customers don’t trust B2B companies
Exhibit 19 - How does broadband relate to economic development?
Exhibit 20 - Key ICT business tools
Exhibit 21 - Woolworths online sales hit $1.2bn
Exhibit 22 – Example items sold on average in Australia on eBay
Exhibit 23 – What’s selling on eBay mobile in Australia
Exhibit 24 – Interesting items from online auctions
Exhibit 25 – AussieCommerce
Exhibit 26 - Participating financial institutions
Exhibit 27 – PayPal SMB Statistics – 2013
Exhibit 28 – Overview of Q-Jumper and Easy Canteen by mHITs

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