Almost everyone uses the internet, the majority to source product information and the web is now a significantly more important source of information than traditional media, so you must have an effective website.

The 2008 CCi Digital Futures Report, based on a telephone survey with a representative sample of 1,000 Australians, conducted by the ARC Centre of Excellence for Creative Innovation at Swinburne University’s Institute for Social Research in late 2007, identified just how important the web is today. The Report found:

1. Almost everyone uses the internet

• 95% of 18 to 24 year olds
• 91% of 25 to 34 years olds
• 84% of 35-49 year olds
• 66% of 50 to 64 year olds
• 30% of those over 64 do too

2. Web important source of information

For users, it is more important than the traditional media of newspapers, radio and television. 

It rates as ‘important’ or 'very important'  for almost 70% of users; compared to television (33%), newspapers (47%) and radio (46%).

3. Internet used to source product information

82.9% of internet users research products on the internet. For just under half this is a regular experience with 12% getting product information daily and a further 31% doing so on a weekly basis.

4. Internet purchasing significant.

Almost half of internet users purchase at least one product a month. They spend on average $200 per month online (the median amount spent was $100). Making travel bookings, paying bills, banking and purchasing event tickets are all popular online activities.

5. Food & recipe info sourced on the internet

Well over 50% of internet users look up information about food including recipes; 1.4% do so daily with a further 12.8% looking weekly. Just over a quarter look for food related information on a monthly basis.

6. Internet information reliable & reduces traditional media reliance

Overall, internet users rate the internet as reliable an information source as newspapers and more reliable than television.

The research found internet users spend less time watching television, listening to radio and reading newspapers than nonusers.

Television has lost out the most: 40% say they watch less television and almost a quarter feel they read newspapers or books less.

Around 60% would visit an online news service if either a large international or large local
story was breaking.

Web is different to other media

The Google brand was ranked 10th best global brand in 2008 according to a global survey by Interbrand. Although beaten by Coca-Cola, IBM and Microsoft, according to Interbrand’s analysis the Google brand value increased 43% over the previous year, while the top three brands only grew by between 1-3%.

This demonstrates how on the web you build brands differently. It is less about how a brand looks than how it works. You have to provide an interactive experience that your customers love. You have to offer value. If you create a site that people can't use, or has nothing of benefit for them, they simply won't bother coming back.

While search engines are critical to customers finding you on the net (94% of web users employ a search engine to find information), unless your web site actually delivers useability and the right content, it won’t succeed. Logos and flashy displays are meaningless while the user experience is everything for successful brand building on the web.

B&A works with leading web builders Avernis who specialise in designing sites that work and achieve search engine optimisation. We can help your organisation maximise your web presence and effectiveness. Contact us today at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or call 02-97891263 to discuss your needs.

You can find the full survey findings at: http://cci.edu.au/sites/default/files/pbrowne/AuDigitalFutures2008.pdf