‘Australia's digital divide means 2.8 million people remain 'highly excluded' from internet access.’
Erin Parke, national regional social affairs reporter, ABC
1 in every 4 Australians are without adequate access to the internet and are considered ‘digitally excluded’. 11 per cent of Australians are ‘highly excluded’ from access. (Australian Digital Inclusion Index, 2021)
25% of Australians don't have
effective access to the internet.
That's a big market open to receiving print media.
It's a surprising statistic and one that shouldn't be true for a country like ours, but this is reality for many people and worth knowing for your marketing strategy.
PEOPLE LOVE GETTING MAIL,
ESPECIALLY IF IT HAS THEIR NAME ON IT.
So who are these people getting left out of the digital world? According to Good Things Foundation, they are those living in some regional areas, people with lower incomes and education, people aged over 65, people with a disability, and in a surprising find in the ADII 2021 report - Australian women are more digitally excluded than men.
HOW DO YOU REACH THIS NEGLECTED MARKET?
There are so many unique ways to connect with paper. Multiple studies have shown that people like receiving physical mail. They read it more closely and retain the information for longer. With so much technology at your disposal, you can create personalised mail that includes the recipients name and can also have a unique design for their demographic, region or preferences.
GET CLEVER WITH PRINT.
Glide Print can create custom items for you that are personally addressed, can have multiple designs for your various target markets, and are a one-off product only your company owns.
Some of the wonderfully effective ways to reach this 25% who still rely on physical mail to stay in touch include:
personalised mailouts using variable data that uses the potential customer’s name
free samples in a box printed with your logo and branding
greeting cards with an illustration of the local flora or wildlife of the recipient’s area
stickers and labels in your company branding for the packaging
economical postcards for a message that stands out as soon as its picked up