Outlook The new trust economy - Australian Entertainment & Media 2018-2022
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Outlook Australian Entertainment & Media 2018-2022 The new trust economy
Trust in the brand is the second top reason for
where shoppers shop
1. Have the items I want in stock
2. I trust the brand
3. Good location
4. Things I cannot find anywhere else
5. Fast/reliable delivery
6. Good return policy
7. Great loyalty programme
Other than price, what influences you to shop at a particular retailer? (Top five reasons) n = 22,481
Source: PwC, Whom do consumers really trust? Global Consumer Insights Survey, 2018
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Consumers rely on trusted brands to reduce
online risk
57%
51%
34%
20%
Only use credible/ Choose providers Minimise the Review the data
legitimate websites I trust to make amounts/type of policy
a payment data I give out
How do you personally reduce the risk of online security issues/fraud? n = 22,481
Source: PwC, Whom do consumers really trust? Global Consumer Insights Survey, 2018
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In mobile, 86% of consumers will take action against
you if they don't trust you
86%
54%
44%
30%
15% 17%
Use a competitive Leave a negative Warn friends Stop using Delete NET Acted
service review or family a service a service
Have concerns over privacy and/or security ever caused you to take action? n = 6,500
Source: MEF, Global Consumer Trust Report, 2017
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A framework for trust
Advocacy Consistency
Are you acting Have you proved
in my best
interest? A C credible before?
Success S T Transparency
Do you have what Do I really
it takes to help me understand what
achieve my goals? you’re doing?
#pwcoutlook
Trust trade-offs
Trust: it changes over time
Free-to-air & subscription TV: A C
S T
the five years ahead
4,500 CAGR
Value 2018-22
4,000
Subscription
$3,167m video-on-demand 30.1%
3,500
3,000
A$ millions
$3,070m Free-to-air TV -3.9%
2,500
2,000
$2,789m Premium box 1.2%
1,500
delivered
1,000
500 $645m Subscription 1.2%
TV advertising
-
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
#pwcoutlook
Australian advertising market, by platform A C
S T
2017 3.5% 2022 3.2%
6.6% 6.1%
Radio Subscription television Radio Subscription television
0.6% 7.2% 0.6%
6.1% Filmed entertainment Filmed entertainment
Out-of-home Out-of-home
14.3%
9.5% 21.2% 4.0% Free-to-air
Newspapers Free-to-air Newspapers television
television
1.8% Total 0.3% 1.0% Total 0.4%
Consumer $17.3bn Interactive Consumer $20.1bn Interactive
magazines games magazines games
50.4% 63.3%
Internet advertising Internet advertising
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Internet advertising: the five years ahead A C
S T
7,000 CAGR
Value 2018-22
6,000
$6,634m Mobile 16.4%
5,000
4,000
A$ millions
$3,979m Display 6.9%
3,000
2,000 $3,740m Search 2.6%
1,000
$3,199m Video 23.8%
-
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Search Display Classifieds Video Mobile
$1,763m Classifieds 3.3%
#pwcoutlookInternet access: the big gorilla A C
S T
about to get faster5G will boost communication, productivity and A C
S T
media consumption
Sources: PwC analysis, 5G – Enabling the future economy, 2017; Australian Government Department of Communications and the Arts; gemalto.com; ericsson.com; optus.com.au;
networks.nokia.com; Telecome Italia, 5G Critical Communication Use Cases, 2016
#pwcoutlookInternet access: the five years ahead A C
S T
8,000
CAGR
Value 2018-22
7,000
$7,618m Mobile internet access 3.2%
6,000
5,000
$3,889m -2.8%
A$ millions
4,000
Wired internet access
3,000
2,000
1,000
-
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Wired Mobile
#pwcoutlookThe ACTS framework: taking it to heart
1. Measure your 2. Understand drivers
trust baseline for different segments
3. Be aware of 4. Elevate trust as a
trust trade-offs business asset
5. Take the long view 6. Acknowledge
trust’s role in your
success
#pwcoutlookAustralian Outlook: www.pwcoutlook.com.au
Global Outlook: www.pwc.com/outlook
Thank you!
© 2018 PricewaterhouseCoopers. All rights reserved.
PwC refers to the Australian member firm, and may sometimes refer to the PwC network.
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