Friday, 06 June 2014 07:01

Addicted to social media? Perhaps you just don’t Belong Featured


Telstra low-cost ISP brand Belong has done some research that indicates that Australians are not as addicted to social media as many of us might believe.

New research shows that using social media is only the fourth most common reason Australians go online.

Using email is the number one reason, followed by researching products and paying bills. Using social media comes next, ahead of researching holidays, travel and accommodation. The research, conducted by PureProfile for Belong, was of a sample of over 1000 adult Australians conducted nationally in May 2014

Belong is a Telstra brand, introduced last year to get some of the low cost ISP business/ Belong has launched the research to promote its new low cost NBN service. It is offering a 100 GB data allowance with introductory pricing of $50 per month and a 500GB data allowance for $70 per month. Until 30 June it is selling the modem for just a dollar.

Two thirds of the survey respondents are heading online to find answers to daily tasks and key life issues, with over one in ten conducting almost all of their information searches and purchases online.

Around 90% of respondents say they would be lost without the internet. The majority rely on it for directions and nearly 60% look for places to have dinner or take a date. Almost a third check health symptoms online, and 80% head there first for cooking advice.

With the reliance on the Internet, more than one in three are thinking about switching providers over the next two years to get the best deal for their needs. But apathy is stopping many users getting the best plan, with many saying 'they can't be bothered' as the top reason they don't switch, followed by being ‘stuck in a contract’ and ‘confusing price plans’. Hence Belong’s interest – “we can make it simple.”

Commenting on the research Nicholas Demos, general manager of Belong, says: “Australians are looking for simplicity and ease in the way they conduct their day-to-day lives, seeking fast and straightforward solutions.

"Whereas years ago people may have had to visit the local high street to buy a gift or dig out a recipe book to cater a dinner party, our research shows Australians are solving daily tasks instantly by logging on.


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Graeme Philipson

Graeme Philipson is senior associate editor at iTWire. He is one of Australia’s longest serving and most experienced IT journalists. He is author of the only definitive history of the Australian IT industry, ‘A Vision Splendid: The History of Australian Computing.’

He has been in the high tech industry for more than 30 years, most of that time as a market researcher, analyst and journalist. He was founding editor of MIS magazine, and is a former editor of Computerworld Australia. He was a research director for Gartner Asia Pacific and research manager for the Yankee Group Australia. He was a long time weekly IT columnist in The Age and The Sydney Morning Herald, and is a recipient of the Kester Award for lifetime achievement in IT journalism.



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