As operators of a critical part of Australia's Internet infrastructure, it's important that we understand how Australians use the Internet.
In 2021, we conducted our first Digital Lives of Australians study, supported by independent social research agency, SEC Newgate Research. We surveyed more than 1,500 Australian consumers and 400 small businesses. Our questions included:
- How consumers and small businesses use the Internet
- How important the Internet is to them
- Challenges they've faced using the Internet
- How their online experiences could be improved.
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Below is a snapshot of our findings.
Findings from Australian consumers
How important is the Internet to Australian consumers?
More than half (51%) of Australian consumers consider the Internet very important in their lives. A further 37% think it is somewhat important. Only 3% said the Internet has no importance to them.
How do Australian consumers use the Internet?
88% of consumers use the Internet at least once a day, and 98% use it at least once a week. Their top uses are:
- Looking for news or information (72%)
- Using streaming services (66%)
- Using social media (64%)
- Using instant messaging apps to chat with friends and family (53%).
How dependent on the Internet are Australian consumers?
More than a quarter of Australian consumers (28%) say the Internet is invaluable to them and they couldn't live without it. Only 2% think the Internet adds no value to them and they don’t need it.
Are Australian consumers confident in using the Internet?
Many Australians are not as confident as they could be or might like to be when using the Internet. Less than half (46%) feel very confident. A further 41% are somewhat confident and 1% have no confidence using the Internet.
How do many Australian consumers need the Internet at work?
Australian workplaces are using the Internet more and more. 58% of consumers say they cannot do their job without it.
Is the Internet having a positive impact on Australian Consumers?
Australian consumers are overwhelmingly in favour of the Internet. Nine in ten (89%) report the Internet has a positive impact and improves their lives.
What would Australian consumers miss if they didn't have the Internet?
The Internet plays an important social role for Australians. If they didn’t have Internet access, many would miss the connection it provides to family and friends (31%).
What concerns or frustrations do Australian consumers have when using the Internet?
Two popular themes emerged when consumers were asked their concerns about the Internet. They are most worried about their privacy and cyber security (43%), followed by connectivity issues (17%).
How do Australian consumers manage their cyber security?
When it comes to managing their cyber security, 92% of respondents said they take at least one action to stay secure online. The top three actions are:
- Using strong passwords suggested by websites (46%)
- Installing software updates when they are released (46%)
- Regularly changing passwords for personal accounts (39%).
- How do consumers feel about the future possibilities of the Internet?
Consumers feel largely positive when thinking about the future potential offered by the Internet, however, many still feel apprehensive.
Based on the findings, what opportunities are there to improve how Australian consumers use the Internet?
Less than half of Australians feel very confident online. While many people are somewhat confident carrying out basic tasks, there is a continued need for Australians to further develop their technical skill sets, as the world becomes increasingly digitised.
This presents an opportunity for governments, industry and education institutions to further support Australians and help build their confidence to carry out tasks online.
Additionally, privacy and cyber security are the greatest concerns for Australians consumers regardless of their level of digital confidence. To address these concerns, consumers largely rely on friends and family or information they can find for themselves via a search engine to assist with cyber security concerns. Additional education and awareness resources to upskill all Australians in online security would support Australians to minimise risk and gain more benefits from the Internet.
Findings from Australian small businesses
How important is the Internet to Australian small businesses?
Two thirds (66%) of small businesses report the Internet is very important to their business. A further 25% consider it somewhat important. Only 2% feel the Internet isn’t important to their business.
How do Australian small businesses use the Internet?
83% of small businesses use the Internet at least once a day, and 96% uses it at least once a week.
The top uses are:
- Social media sales and marketing (54%)
- Instant messaging apps to communicate with customers, suppliers and staff (51%)
- Online banking (44%)
- Finding business-related information or news (from non-social media sources) (37%).
How dependent on the Internet are Australian small businesses?
44% of small businesses consider the Internet invaluable and they could not operate without it. Only 2% say the Internet has no value and their business could operate without it.
What would Australian small businesses miss if they didn't have the Internet?
The top five activities businesses would miss if they didn’t have Internet access are:
• Missed sales opportunities/revenue (18%)
• Communications and messaging (17%)
• Online business promotion/advertising (16%)
• Unable to function without the Internet (16%)
• Financial management (12%).
What concerns or frustrations do Australian small businesses have when using the Internet?
Australian small businesses report the same top two concerns about the Internet as consumers – privacy and cyber security (39%), and connectivity (23%).
How do Australian small businesses manage their cyber security?
Many small businesses take basic actions to protect their cyber security. The top four actions are:
- Business accounts set up with two-factor authentication (47%)
- Installing software updates when they are released (46%)
- Use of strong passwords suggested by websites (45%)
- Regularly backing up business/client data and files (44%).
In addition, just over a quarter (27%) of small businesses report having established cyber security practices and, among employing businesses, fewer than a quarter (23%) have cyber security on the agenda at management level.
How do Australian small businesses manage their cyber security?
While 39% of small businesses turn to external IT support for assistance with cyber security, and 31% look to government websites, almost one third (31%) rely on information from a search engine (31%).
Based on the findings, what opportunities are there to improve how Australian small businesses use the Internet?
Almost all Australian small businesses use the Internet at least once a week and 86% report it is important or very important to their business. However, concerns about cyber security are holding businesses back from using the Internet more often. Further, small businesses have limited cyber security practices in place and many seek information about security matters via search engine searches. There is an opportunity for business, government, industry and education institutions to uplift cyber security for small businesses. This includes investing in initiatives to develop tools to support cyber security and to educate small business owners about practical cyber security skills.
The above is a brief snapshot of our Digital Lives of Australians 2021 Report. To read the findings in detail, access the full report below.
