SPEAKING TO ‘NEW AUDIENCES’Sheba NandkeolyarCEO, MultiConnexions

@Sheba_tweets@MultiConnexions

Let’s start a conversation

TODAY’S CONVERSATION1. New audiences – who are they?2. Future new audiences3. Are ‘new’ audiences different from ‘mainstream’

audiences?4. Personalising messages

NEW AUDIENCESWHO ARE THEY?

NEW AUDIENCES

A newmigrant/audience arrives in Australia

EVERY 1

MINUTE

260languages

are spoken in Australia

47%of current

population were either born overseas or have at least one parent

born overseas

Over 11

million migrant

s have adopted

Australia as their new

homeSources: Census 2011 & ABS: Current

NEW AUDIENCES

30% of Australians

are born overseas

7.2 million are

multicultural!

NEWAUDIENCES

Sources: Census 2011 & ABS: Current MCX Lifestyle Survey & DataBernard Salt (Demographer & KPMG Partner)

NEW AND RAPIDLY GROWINGProjected growth rates

Sources: Census 2011 & ABS: Current MCX Lifestyle Survey & DataBernard Salt (Demographer & KPMG Partner)McNair Research

Chinese and South Asians account for 18% of the population by ancestry

13%

27%

Australian Chinese South Asian

2%

Purchasing power of over

$27 billion+among Chinese & South Asians

Chinese and South Asians are the biggest spenders today.

Purchasing power of over

$100 billion+Multicultural

audiences

SPENDING POWER

Sources: Census 2011 & ABS: Current MCX Lifestyle Survey & DataBernard Salt (Demographer & KPMG Partner)McNair Research

Sources: Bernard Salt (Demographer & KPMG Partner)Tourism Australia Statistics

WHERE DO THEY LIVE?

Metro-centric and suburb wise clustering

ADDED BONUS: MILLIONAIRE MIGRANTS

Source: Times of India

INDIA

CHINA = = 4000

Millionaires moved in 2015

9000 Millionaires

moved in 2015

Australia TOPPED the chart as the first-choice destination for Millionaire Migrants

from China and India. Australia welcomed 8000 Millionaire Migrants in 2015.

FUTURE NEW AUDIENCES

KEY NEW AUDIENCES 2020

Chinese and South Asians to account for

22% of Australian population

Sources: Census 2011 & ABS: Current MCX Lifestyle Survey & DataBernard Salt (Demographer & KPMG Partner)

Chinese ad South Asians are key to increasing market share and revenue

NEW AUDIENCES 2051

#Projections based on fertility rate, Net Overseas Migration and Life expectancy at birth* ABS Projections based on fertility rate, Net Overseas Migration and Life expectancy at birth* Bernard Salt (Demographer & KPMG Partner)Source: ABS

21 million migrants will be added to Australia’s population by 2051

NEW AUDIENCES 2051

28.7 million new/ migrant

audiences

Chinese and South Asians to account for

50% of Australian population

NEWAUDIENCES

Sources: Census 2011 & ABS: Current MCX Lifestyle Survey & DataBernard Salt (Demographer & KPMG Partner)

Asians (incl. South Asians) will be the dominant audience segment in years to come.

MULTICULTURAL IS THE NEW DIGITAL

THE MULTICULTURALDIVIDENDMULTICULTURAL WILL BE THE WINNING

STRATEGY FOR MARKETERS

ARE ‘NEW’ AUDIENCES ANY DIFFERENT FROM

‘MAINSTREAM’ AUDIENCES?

YES AND NOThey laugh…

They cry…

They love their family…

They believe in education…

They love holidays…

They build for their future…

But the cultural drivers are different

ASPIRATIONAL

Spirit of Adventure

ASPIRATIONAL

Status – I have arrived

EDUCATION MATTERS

My freedom begins

EDUCATION MATTERS

My duty begins

HAPPY HOLIDAYS

Happy getaway

HAPPY HOLIDAYS

Happy together

INVESTMENTS

For the sake of love

INVESTMENTS

Your child – your legacy

INVESTMENTS

Your child – your future

HOLY COW

Great leather styles

HOLY COW

Holy

HOLY COW

Great for dinner

PERSONALISING MESSAGES

AVOIDING STEREOTYPES

DIRECT TRANSLATION CAN BACKFIRE

DIVERSITY? PERSONALISATION?

Celebrating with your audience

Tapping into what your audience

loves

Engaging with them

in their environment

Engaging with them in their environment

INSTAGRAM WECHATWEIBO

LANGUAGE MATTERS

VIDEO

Sheba NandkeolyarCEO, MultiConnexionswww.multiconnexions.com.au

@Sheba_tweets@MultiConnexions