• Supply Side - With data that comes from the vendors and is based on shipment figures. This of course is a great indicator of sales performance and marketshare.
• Demand Side - This data comes from the consumer about who they are and what they have or intend to purchase.

Connection Research has combined available supply side market data with our own demand side market data and produced the Australian Digital Atlas. The Atlas utilises existing data such as the Australian Bureau of Statistics data and other publicly available sources overlaying our Connected Home data ...

• Overview of ownership patterns of digital technology 
• Connected Home data overlaid on ABS demographics 
• Broken down by 65 Statistical Regions (SRs) 
• Aggregated by State, Metro vs Non-Metro 
• Key determinants 
  • Household Income 
  • Family Type 
  • Home Ownership 
  • Dwelling Type

TECHNOLOGIES AND PRODUCTS MEASURED

Technologies:

Digital TV, Pay TV, Broadband Internet, Dialup Internet

Products:
 
Desktop PC, Laptop PC, Mobile phone, Portable Media Player, CRT TV, Flat Panel TV, DVD Player, DVD Recorder, Games Console, Digital Camera, Digital Camcorder

DATA
The ABS divides Australia in 65 Statistical Regions. There are, for example, 13 in Sydney and four in Adelaide, while Tasmania and the two Territories each comprise a region in their own right. The Australian Digital Atlas analyses the ownership rates for each of 16 different digital technologies for each of the 65 statistical Regions, then aggregates them by State, metro vs Regional, and across Australia as a whole to highlight regional characteristics.

Further detailed analysis by income level, population density, family type, home ownership and dwelling type – across each State and across all of Australia – gives a truly comprehensive view of technology usage in Australia. Regions are ranked by their usage of each technology, and their demand for those technologies
Not just who’s got what, but who’s buying what.

The analysis goes much further than simple usage statistics. By drawing on Connection Research’s database of the intended purchase plans of over 7000 Australian households, the Atlas can be used as an accurate predictor of the buying intentions – by region, by State, and for different demographic groups. It highlights opportunities and gaps in the market.

The Australian Digital Atlas is a uniquely valuable document for people and organisations selling household technology in Australia, or who need to know the distribution of these technologies. It presents a detailed view of ownership patterns, penetration rates, total installations, and – very importantly – projected sales over the next 12 months.

Stop navigating blind! The Australian Digital Atlas shows you where the technology is, and the hotspots for future growth. It shows you which groups are buying each technology, and which are not. It will more than pay for itself with a single intelligent marketing decision, now made possible by the most extensive analysis ever conducted of digital technology purchasing and usage patterns in Australia.

Did you know ...

• Tasmania has the highest penetration of digital TV of any state, just ahead of the ACT but behind pockets of Brisbane and the northern suburbs of Sydney. Western Australia’s usage rates are on a par with the rest of Australia, but the takeup rate over the next 12 months will be the lowest of any state. 
• PC ownership is generally higher in the bush than in the cities, though cities have a higher proportion of laptops (especially Sydney). Demand for laptops will be nearly double that for desktops over the next 12 months, and higher still in the cities and in wealthier households. 
• Canberra residents will buy more mobile phones per head over the next 12 months than any other part of Australia (Nearly 100,000 mobile phones from a population of 323,000). Lowest per capita demand will be in the Northern Territory and metropolitan Perth.
• This level of analysis is available for each of Australia’s 65 Statistical Regions, for 16 different digital technologies.

FAQs 

• How is the Digital Atlas compiled? - The Australian Digital Atlas uses a combination of ABS census data and detailed information from Connection Research’s Connected Home reports, which survey Australian households’ usage of digital technology. The survey data is overlaid on the census data, with appropriate weightings given to such factors as household income, household type (single person, family with children, etc.), home ownership (rented, being paid off, owned) and dwelling type. 
• How granular is the data? - The analysis is at the level of ABS Statistical Region, of which there are 65 in Australia. It is possible to provide more granular data, down to Census Collection District – this is planned for future editions of The Australian Digital Atlas. 
• How much original research does it contain? - The data from the Connected Home reports is totally original Australian research data, based on an annual survey of Australian households. In the most recent survey, over 7000 households were polled. This is the largest survey every undertaken in Australia of domestic technology usage. 
• How accurate is the information? - The census data is based on information in the ABS 2006 Australian census, updated where possible. The survey data is based on a representative survey of over 7000 Australian households conducted in December 2007. All care has been taken to weight the survey data so that it reflects census demographics. Sophisticated statistical modelling techniques have been used to determine the degree of certainty of the findings. 
• How big is it? - The Australian Digital Atlas contains nearly 200 pages of detailed analysis. There is a double page spread for each of Australia’s 65 statistical regions, and a further double page spread for metro and regional in each state, and for Australia as a whole. These geographical analyses are supplemented by extensive analysis by household income, household type and other demographics, ranking states and Statistical Regions by a range of factors and highlighting market gaps and opportunities. 
• Is it available in soft copy? PDF copies of the Atlas are provided. The data is contained in a relational database which is not at this stage available for sale. It is planned that future editions of The Australian Digital Atlas will be available with an interactive search engine. 
• How much does it cost? The Atlas is available for $4,500, plus 10% GST. What technologies does it measure? The Australian Digital Atlas currently measures usage rates and purchasing intentions for the following technologies.

The full report can be ordered for only $4,500.00 excl. GST. Click here to order online

Should you require further information please contact
 
Cassandra Phillips
Sales Manager

cassandrap@connectionresearch.com.au  
Phone: +61 2 9467 9833