The Changing Media Environment and Australian Gen Y's Shopping Behavior

Name:
Case study 2: The changing media environment
University: Lucie Ozanne, University of Canterbury

Table of Contents
Introduction......................................................................................................................................3
The way the Internet has changed Australian Gen Y’s shopping behavior.....................................3
Examples for illustrating the discussion..........................................................................................4
Challenges and opportunities that are posed to marketers by this changing media environment...5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7
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Introduction
This assignment shall pay ahead into the discussion regarding the Generation Y of Australia and
keep trail of their buying behavior and subtle changes in them. Further, it shall also provide
examples related to the discussion and shall explain the challenges and opportunities that are
posed to marketers by this changing media environment.
The way the Internet has changed Australian Gen Y’s shopping behavior
The term ‘Gen Y’ of Australia is mainly used to denote group of people ranging from the age
group 22 years to 36 years. These people are the main wealth accumulators and comprise around
22% and 5.22 million out of the total population of Australia.
The internet has brought a revolution in the shopping behavior of the people of Australia. Almost
93% of the total population make use of the internet. On an average the Gen Y of Australia
spends around $600 billion a year and around $85 each day (Women, 2018). The average
spending per person on consumable good per person has increased to a great amount over two
decades. Due to this, consumers are growing increasingly cautious and choosy about the things
they are buying. They have adopted different kind of online platforms in order to conduct and
have their buying activities and experiences. They less rely upon the branded content on
traditional formats of promotion (Panjakajornsak et al. 2017). Rather, they make use of social
media and chatbots in order to know about different products and services and interact with the
companies and different kind of customers. From there, they also get to know about the buyer
experience, usability regarding a product from other consumer before even buying a specific
product (Lee and Cook, 2015).
The Gen Y people demands the more disclosure of any information related to any product. They
also want to compare between various of the process and the features that are offered by a kind
of products with the other similar kind of things. They want advertisements that are more
creative and have interesting content and stories in them which shall explain to them that why
they need a specific product (Pekerti and Arli, 2017).
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