MKG220 - Media Environment Case Study: Consumer Behavior Analysis

This case study examines the evolving media environment, particularly focusing on the impact of the internet and digital technologies on the shopping behavior of Australian Generation Y consumers. It delves into how this demographic, representing a significant portion of the population and consumer spending, has adapted their purchasing habits, increasingly relying on online reviews, social media interactions, and digital platforms for information and decision-making. The case study provides examples to illustrate these changes, such as the rise in online gaming and subscription services, and the shift away from traditional media like newspapers. Furthermore, it analyzes the challenges and opportunities that these changes pose to marketers, including the need for more creative and engaging advertising, the importance of social media presence, and the ability to reach individual customers. The study concludes by highlighting the overall impact of the internet on consumer behavior and the implications for marketing strategies in the modern media landscape. The provided references support the analysis with relevant data and research.

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
behaviour........... 5
Examples for illustrating the
discussion……………………………………………………………….6
Challenges and opportunities that are posed to marketers by this
changing media
environment………………………………………………………………………………
……………………….7
Conclusion…………………………………………………………………………………

Introduction
● Here, discussion shall be carried out regarding the Generation Y of Australia and keep
trail of their buying behaviour and subtle changes in them.
● Examples related to the discussion shall be given to support the discussion.
● It shall also 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 behaviour
● People belonging from the age group 22 years to 36 years are considered to be the Gen
Y of Australia.
● These people are the main wealth accumulators and comprise around 22% of the total
population of Australia (5.22 million out of total population).
● On an average the Gen Y of Australia spends around $600 billion a year and around
$85 each day.
● The average spending per person on consumable good per person has increased to a
great amount over two decades (www.landingdeloitte.com, 2018).
● Due to this, consumers are growing increasingly cautious and choosy about the things
they are buying.
● They less rely upon the branded content on traditional formats of promotion.
● 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.
● 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 (Women, 2018).
● They want advertisements that are more creative and have interesting content and

Examples for illustrating the discussion
● The number of online and offline Gen Y Gamers have increased as youngsters are
buying a game after checking its online reviews at different gaming and developer
sites.
● Consumers are watching different kind of TV series and episodes at a time with the
help of online subscription apps and sites such as Youtube.
● From 2016 to 2017, there has been a rise in the watching hours from 17.2 to 17.5
(Women, 2018).
● The subscription for a serial are done by them based on the reviews that are posted on
behalf of each TV series by a group of daily viewers or followers.
● 49% people of Australia have agreed that they have interacted with various brands
over social media while buying something.
● 63% found that social media interactions with companies and other buyers was more
useful for them (www.landingdeloitte.com, 2018).
● 69% agreed that social media interactions could more quickly cater to their demand for
information while making a purchase decision (www.landingdeloitte.com, 2018).
● 90% of the Australians in 2017 were found much reluctant to pay for and buy
newspapers (www.landingdeloitte.com, 2018).
● 56% were ready to pay for online newspapers, magazines and journals if there shall be
present more in depth analysis of the news theme (www.landingdeloitte.com, 2018).
● Most of the buying behaviour was directed by social media interactions with people,

What challenges and opportunities that are
posed to marketers by this changing media
environment?
● With the social media advertisement coming into picture, the companies have to spend
less amount of money to create and post ads.
● Printing or broadcasting ads on the traditional advertisements mediums have become a
rare occasion for these business houses.
● They have to be very cautious regarding what they are shown in the ads and
promising to the customers (Rezaei, 2015.
● They are vulnerable to high criticism by customers over social media platforms if any of
their products or services turns out to be faulty or unpromising.
● Marketers applying social media through selling and purchasing do not need to set up
big establishment in order to carry on with their business and attract customers.
● Brands which are technologically backwards and have poor website maintenance
cannot stand out in this competition (Kitchen and Proctor, 2015).
● They need to supply detailed data to the customers before they are buying anything
which requires time and cost for the business houses.
● It has also become somewhat easy for them to reach out to individual customers to
know about their demands and issues and in that way, they can design their products
and services to meet the ends.

Conclusion
● The study has given a backdrop and detailed impression regarding the overall
aftermath of internet on the consumer behaviour in Australia.
● The examples have helped to get a better understanding of ways in which internet has
affected the behaviour of buyers.
● The challenges and opportunities faced by marketers due to this change in the media
environment gives a detailed account of surrounding factors of consumer choice,
demand and consumption behaviour.

References
● Landing.deloitte.com.au. (2018). Media Consumer Survey, 2017. [online] Available at:
http://landing.deloitte.com.au/rs/761-IBL-328/images/tmt-media-consumer-survey-final-
report.pdf [Accessed 16 Oct. 2018].
● Women, Y. (2018). Generation Face-Off: Comparing Gen X, Y And Z Shopping Behaviors.
[online] Forbes. Available at: https://www.forbes.com/sites/yec/2018/05/17/generation-
face-off-comparing-gen-x-y-and-z-shopping-behaviors/#166f3fa1631d [Accessed 16
Oct. 2018].
● Rezaei, S., 2015. Segmenting consumer decision-making styles (CDMS) toward
marketing practice: A partial least squares (PLS) path modeling approach. Journal of
Retailing and Consumer Services, 22, pp.1-15.
● Kitchen, P.J. and Proctor, T., 2015. Marketing communications in a post-modern world.
Journal of business strategy, 36(5), pp.34-42.

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