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Adobe study finds A/NZ marketers aren't very good at their jobs

By Sara Barker, Mon 4 Mar 2019
FYI, this story is more than a year old

Marketers across Australia and New Zealand aren’t very good at their jobs, according to research from Adobe – because 40% of local consumers think the promotional offers they receive just aren’t the right ones for them. That figure is higher than the global average of 33%, suggesting that targeted marketing is still missing its mark.

While those same consumers love their mobiles (70% say they can do everything they need to do on a device), 90% still want to touch and interact with a product before they buy it.

“Men and Boomers are more likely to prefer interacting in person, while women and Millennials express a stronger preference to connect with people via text/social media.”

The majority of the workday in Australia and New Zealand is conducted using a computer, with a significant proportion of the day spent with no device at all.

A variety of devices are relied upon at home, with computer and smartphone most common. 

30% of consumers strongly prefer computers over smartphones, largely because of better screens, better keyboards, and websites that work better on computers.

Notably, voice commands aren’t as popular with A/NZ consumers when compared to respondents in other regions like Japan and Germany.

Only 14% of ANZ residents constantly/frequently use voice commands on their devices. In fact, 65% rarely or never do. This is also the case among younger ANZ residents, with only half using voice commands, and only 1 in 5 using them often.

However, 40% of mobile users believe they will use voice technology more often in the next couple of years.

39% of people in A/NZ prefer to use a company’s mobile app than check a mobile website (26%). However, only a minority of people have more than 9 ‘retail’ apps installed on their device, and less than 1 in 6 have more than 20 apps installed.

When asked what activities they are doing more now on their mobile compared to 1-2 years ago, A/NZ residents said banking (43%), scanning documents (43%) and monitoring traffic/navigate (42%). 28% of A/NZ residents said they’re tracking health stats while 22% said they’re using their mobile to check in for flights.

A/NZ residents most often use their smartphone to send a text (69%), make a voice call (53%), check or post to social media (49%), listen to a podcast (35%), or compose an email message (34%).

In addition to Australia and New Zealand, the survey was also conducted in the United States, United Kingdom, France, Germany, Mexico, Brazil, Japan, and India.

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