The Works Launches Sixth Annual Datafication Project
One of Australia's leading independent agencies,
The Works, has launched its sixth annual Datafication project, A Quiet
Revolution, reporting a 45% decrease in voice calls in Australia for
messaging app users.
The research, which is being launched today at the ADMA conference, was focused on the use of messaging apps across the nation and has revealed 10.5million active Australian users with a staggering 3.4million reporting messenger apps as their primary contact. While not surprisingly 15-34 year olds make up with bulk amount of users (4.6million) it seems that guys have over taken girls in the new communication method reporting an average of 2.8 messaging apps in use (females 2.4).
While the research has reported an average decrease of 25% in sms, 24%
in email and 12% on Facebook newsfeed, 17% of Australians admit to
having a clinical addiction to messaging apps engaging with the apps
more than 16 times a day including 34% taking their phone 
to the
bathroom to continue the conversation.
Says Douglas Nicol, partner, The Works: "While the global statistics around the uptake of messaging apps have been well reported, we have focussed on uncovering the truth about how Australians are using messaging apps. It's a substantial piece of analytics and really has highlighted the quiet revolution in how we are using apps like Facebook Messenger, Snapchat and WhatsApp. It's important not to view messaging apps as just another frothy promo channel, this environment is very personal and potentially intrusive if the marketer gets is wrong.
"We see messaging apps as a blend of customer service, operational services and brand engagement all mashed together to provide real utility and value for the consumer. Our research highlights messaging apps as a scale opportunity for marketers, the challenge is to think differently and not screw up the once in a generation opportunity it offers."
Not just all typing and text, Australia has given the thumbs up to its affection for love and laughter with 58% of Australian men sharing emojis and stickers with friends and family, a rapid growth on the once female dominated expression. To celebrate the increase in love heart eyes, clapping hands and clinking beers, The Works has launched Australia's first emoji tracker, using real-time analytics from Australian tweets to further support the growing trend of communication through imagery.
Says Dr
Suresh Sood, University of Technology Sydney Advanced Analytics
Institute: "The two key cultural moments in social media inform our
thinking as well as the findings of this study. Firstly, the increasing
use of emojis and awareness of stickers is gravitating us to the
emotional web another layer atop social media interactions. This helps
machines determine sentiment with greater accuracy. Snapchat is
changing culture through linking identity and emotion with selfies. This
is not new but a continuance of expressing oneself through the power of
myth as expressed by Joseph Campbell, Jung and Shakespeare.
"Secondly, the psychology of social media is evolving from highly public interactions to intimate content engagement, gaming and chats with close friends and family circles. It's no longer just about social networks and feeds, instead marketing and advertising professionals have to think hard about finding their way into the phone address book of the consumer."
Confirming Australians are very much on the 'M' wave
with no sign of the swell dying down, Datafication 'A Quiet Revolution'
used a combination of survey data including a Facebook research BOT,
mobile battery use analytics, one on one interviews and academic support
from University of Technology Sydney Advanced Analytics Institute.
For more information on Datafication visit www.datafication.com.au.
The research, which is being launched today at the ADMA conference, was focused on the use of messaging apps across the nation and has revealed 10.5million active Australian users with a staggering 3.4million reporting messenger apps as their primary contact. While not surprisingly 15-34 year olds make up with bulk amount of users (4.6million) it seems that guys have over taken girls in the new communication method reporting an average of 2.8 messaging apps in use (females 2.4).
While the research has reported an average decrease of 25% in sms, 24%
in email and 12% on Facebook newsfeed, 17% of Australians admit to
having a clinical addiction to messaging apps engaging with the apps
more than 16 times a day including 34% taking their phone to the
bathroom to continue the conversation.Says Douglas Nicol, partner, The Works: "While the global statistics around the uptake of messaging apps have been well reported, we have focussed on uncovering the truth about how Australians are using messaging apps. It's a substantial piece of analytics and really has highlighted the quiet revolution in how we are using apps like Facebook Messenger, Snapchat and WhatsApp. It's important not to view messaging apps as just another frothy promo channel, this environment is very personal and potentially intrusive if the marketer gets is wrong.
"We see messaging apps as a blend of customer service, operational services and brand engagement all mashed together to provide real utility and value for the consumer. Our research highlights messaging apps as a scale opportunity for marketers, the challenge is to think differently and not screw up the once in a generation opportunity it offers."
Not just all typing and text, Australia has given the thumbs up to its affection for love and laughter with 58% of Australian men sharing emojis and stickers with friends and family, a rapid growth on the once female dominated expression. To celebrate the increase in love heart eyes, clapping hands and clinking beers, The Works has launched Australia's first emoji tracker, using real-time analytics from Australian tweets to further support the growing trend of communication through imagery.
Says Dr
Suresh Sood, University of Technology Sydney Advanced Analytics
Institute: "The two key cultural moments in social media inform our
thinking as well as the findings of this study. Firstly, the increasing
use of emojis and awareness of stickers is gravitating us to the
emotional web another layer atop social media interactions. This helps
machines determine sentiment with greater accuracy. Snapchat is
changing culture through linking identity and emotion with selfies. This
is not new but a continuance of expressing oneself through the power of
myth as expressed by Joseph Campbell, Jung and Shakespeare."Secondly, the psychology of social media is evolving from highly public interactions to intimate content engagement, gaming and chats with close friends and family circles. It's no longer just about social networks and feeds, instead marketing and advertising professionals have to think hard about finding their way into the phone address book of the consumer."
Confirming Australians are very much on the 'M' wave
with no sign of the swell dying down, Datafication 'A Quiet Revolution'
used a combination of survey data including a Facebook research BOT,
mobile battery use analytics, one on one interviews and academic support
from University of Technology Sydney Advanced Analytics Institute.For more information on Datafication visit www.datafication.com.au.
