CONSUMERS&BRANDSMessengers:

iMessage

users

inAustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofiMessage

usersinAustralia:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

iMessage

users

inAustralia(’’brand

users’’)againstAustralianmessenger

usersingeneral(’’category

users’’),

and

theoverall

Australianconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Australia)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

26%,

iMessage

is

one

of

the

top

5

messenger

services

inAustraliaManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesinAustraliaFacebook

MessengerWhatsApp63%34%FaceTime29%iMessage26%Microsoft

TeamsGoogle

Chat/Google

MeetDiscord15%13%13%12%ZoomTelegram10%9%Skype4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=505

messenger

usersConsumer

Insights

Global

as

of

June

2024Sources:iMessage

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsiMessage

is

more

popularamongGeneration

Zthanother

messengerservices.Anhonest

and

respectable

lifeis

lessimportant

to

iMessage

users

thantoother

messenger

users.Itstands

out

that36%

ofiMessage

users

Instagramismore

popularamongboughtproducts

becausecelebrities

orinfluencers

advertised

them.iMessage

users

thantheaveragemessenger

user.55%

ofiMessage

usersare

female.Fashion

and

beauty

arerelativelyprevalent

interests

of

iMessage

users.16%

ofiMessage

usersare

innovatorsor

early

adopters

ofnew

products.iMessage

users

remember

hearing

adson

musicportalsand

streaming

servicesmore

often

than

other

messengerusers.iMessage

hasalarger

share

ofuserswith

ahigh

income

than

othermessenger

services.Petsarearelatively

popularhobbyamong

iMessage

users.60%

ofiMessage

usersthinkthatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.34%

ofiMessage

userslive

inlargecities.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+iMessage

is

more

popular

among

GenerationZ

than

other

messenger

servicesDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users31%39%26%4%Category

usersAllrespondents22%41%29%7%24%38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=129

iMessage

users,n=505

messengerusers,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

202455%

of

iMessage

users

are

femaleDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users45%55%Category

usersAllrespondents50%50%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=129

iMessage

users,

n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:43%

of

iMessage

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia31%30%29%23%22%21%21%20%20%15%13%12%12%11%10%2%2%1%1%

1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=129

iMessageusers,n=505

messengerusers,n=12,120

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024iMessage

has

a

larger

share

of

users

with

a

high

income

than

other

messengerservicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users38%33%29%Category

usersAllrespondents32%36%33%32%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuseregularly?";Multi

Pick;Base:n=129

iMessage

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

users,

iMessage

users

are

relatively

likely

to

livein

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive36%35%32%20%19%19%16%

16%16%13%12%12%10%10%8%7%7%3%

3%

3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=129iMessage

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202434%

of

iMessage

users

live

in

large

citiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia34%33%29%21%20%18%18%

18%17%14%11%11%

11%11%10%9%

8%7%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";

Multi

Pick;Base:

n=129

iMessage

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202412%

of

iMessage

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users12%10%9%86%2%3%3%Category

usersAllrespondents87%88%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=129

iMessage

users,n=505

messenger

users,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

iMessage

users

than

to

othermessenger

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia50%55%53%51%49%39%40%43%42%38%31%29%32%29%

29%32%32%32%30%27%25%13%14%15%12%14%12%11%11%9%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulLearningnew

thingsHavingagood

timeMaking

myown

decisionsAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=129

iMessageusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

iMessage

usersConsumer

lifestyle:

main

interestsTop10

interestsofiMessage

usersinAustralia48%50%51%50%47%39%43%43%42%41%40%39%38%38%36%32%32%30%34%33%32%32%32%30%30%30%28%27%23%22%Movies,TVshows&musicFood

&diningHealth

&fitnessFashion&beautyTravelSportsFinance&economyCareer

&educationHome

&gardenScience

&technologyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=129

iMessage

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Pets

are

a

relatively

popular

hobby

among

iMessage

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofiMessage

usersinAustralia47%47%46%44%38%38%37%37%32%36%

36%36%

36%35%35%34%30%29%

30%33%32%31%31%30%

30%29%25%24%23%21%PetsTravelingCooking/bakingReadingSocializingOutdooractivitiesShoppingDoing

sportsandfitnessDIYandarts&craftsVideo

gamingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=129

iMessage

users,n=505

messenger

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024iMessage

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

othermessenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofiMessage

usersinAustralia26%18%17%17%16%15%13%13%13%12%12%12%11%10%12%10%10%10%10%9%9%9%8%8%8%8%8%7%7%6%Fitness,aerobics,

cardioSwimming/DivingDancingYoga

/pilatesRunning/joggingBasketballHikingGolfHunting

/fishingCyclingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=62

iMessage

users,n=190

messengerusers,n=4,799all

respondentsConsumer

Insights

Global

as

of

June

2024iMessage

users

are

more

likely

to

follow

boxing

than

other

messenger

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byiMessage

usersinAustralia22%18%

18%18%16%16%16%15%14%13%

13%12%

12%12%12%12%10%10%

10%11%9%9%7%7%6%6%

6%7%5%5%AustralianFootballTennisBasketballSoccerCricketBoxingRugbyMixedMartial

ArtsAmericanfootballGolfBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=49

iMessage

users,

n=161

messengerusers,n=3,931

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

onlineadvertising?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

36%

of

iMessage

users

bought

products

because

celebritiesor

influencers

advertised

themConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainAustralia42%40%39%36%35%36%35%29%24%

24%21%21%20%15%14%Idon’tmindadvertising

ifIgetfree

content

inreturnIamoften

annoyedbyadvertising

ontheinternetIhaveboughtproducts

Iamexcited

aboutusingbecause

celebrities

or

themetaverseinfluencers

advertised

(immersive

virtualworld)themIdon’tmind

whencompanies

usemy

personal

dataforadvertisingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=129

iMessageusers,n=505

messengerusers,n=2,027

all

respondentsConsumer

Insights

Global

as

of

June

202416%

of

iMessage

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia39%38%35%31%29%29%21%18%18%16%13%12%1%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=129

iMessage

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202460%

of

iMessage

users

think

that

rising

prices,

inflation

&

cost

of

living

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toiMessage

users58%61%60%50%53%52%36%34%38%33%30%37%37%36%35%26%31%34%33%29%32%33%31%30%30%30%30%29%29%28%Rising

prices/inflation/cost

of

livingHousingHealth

andsocial

securityClimatechangeCrimeUnemploymentEconomicsituationEducationEnvironmentPovertyBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=129

iMessage

users,n=505

messenger

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024iMessage

users

tend

to

have

more

left

leaning

political

views

than

othermessenger

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users26%43%16%16%17%Category

usersAllrespondents20%43%20%20%42%25%14%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

instant

messengerorvideo

callservicesdo

youuse

regularly?";Multi

Pick;

Base:

n=129

iMessage

users,n=505

messenger

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsInstagram

ismore

popular

among

iMessage

users

than

the

average

messengeruserMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand74%81%76%70%53%

54%61%65%60%56%41%

40%40%26%

26%32%22%21%19%20%26%23%14%16%22%21%16%9%

9%8%Facebook

Instagram

YouTubeTikTokSnapchatPinterestLinkedInX(Twitter)RedditTwitchBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=129iMessage

users,n=505

messengerusers,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024iMessage

users

tend

to

listen

to

digital

music

content

more

often

thanmessenger

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks81%72%

74%71%71%70%66%52%66%55%

55%54%44%35%44%34%38%37%37%34%33%33%25%28%

23%Daily26%24%20%17%24%18%

15%14%DigitalvideocontentTVDigitalmusiccontentRadioPodcastsMovies

/cinemaOnlinenewswebsitesMagazinesOnlinemagazinesWeeklynewspapersnewspapersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";Multi

Pick;Base:

n=129

iMessage

users,n=505

messengerusers,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024iMessage

users

remember

hearing

ads

on

music

portals

and

streaming

servicesmore

often

than

other

messengerusersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereiMessage

usersinAustraliahavecome

across

digitaladvertisinginthepast4weeks64%49%49%49%45%46%43%35%41%

41%41%39%37%34%30%23%30%29%29%28%28%17%24%23%22%21%21%19%14%

14%Social

mediaVideo

portals

Video

streaming

Search

engines

OnlinestoresservicesMusicportalsWebsitesandappsof

brandsVideo

gamesPodcastsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=129

iMessage

users,

n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024iMessage

users

remember

ads

they

got

by

mail

more

often

than

othermessenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks51%48%47%46%36%44%34%

34%43%35%37%36%34%31%22%26%18%26%25%20%15%20%17%16%OnTVOntheradioDirectly

inthestoreOnadvertising

By

mailshot

/

AtthemoviesInprintedmagazinesandjournalsInprinteddailynewspapersspacesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=129

iMessage

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmar