The Australian Digital Atlas 2009 Australians love technology. Last year we bought over a million LCD and plasma TVs. Most
households are now on broadband Internet, and more than half watch digital TV. DVD players and digital cameras are almost ubiquitous.
But the technology is not evenly distributed. Wealthier people buy more than those at the
opposite end of the income spectrum. Households with children buy more games consoles.
City dwellers are more likely than those in the bush to subscribe to pay TV.
The Australian Digital Atlas 2009 shows where the technology is installed, and where the demand is coming from. A totally new concept in market analysis in Australia, the Atlas marries Australian Bureau of Statistics census data with primary analysis from Connection Research’s Connected Home surveys. The result is the most detailed overview ever released of Australians’ usage of, and demand for, digital technology.
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 2009 analyses the ownership rates for each of 13 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 where it’s going The analysis goes much further than simple usage statistics. By comparing details for different
Statistical Regions and looking at growth rates over the past 12 months, 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 2009 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 and total installations.
Stop navigating blind! The Australian Digital Atlas 2009 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.
Connected Home Australia is a bimonthly publication by Connection Magazines, providing home technology installers with targeted and educational information to assist in building the industry.
Australians love technology. Last year we bought over a million LCD and plasma TVs. Most 
