Austrians don’t trust mobile and social media resulting in lower mobile ad spend

Although mobile and digital media usage is common in Austria, the country’s consumers still trust traditional media more. That’s according to new research by eMarketer which estimates that 79% of the population in the country will be using their Internet regularly in 2018.

Indeed, Austrian Internet usage may even be slightly above the Western European average. Mobile has also seen tremendous growth due to 4G and generally better performing network coverage. This means that smartphone users make up 82% of all mobile phone users in the country.

However, overall digital advertising expenditure is low due to consumer unrest about privacy and fraud issues on mobile and social media. In return, advertisers are spending less on social platforms.

The research firm predicts that digital will capture 20.6% of total media advertising spend this year – the lowest in Western Europe. By 2022, this figure is expected to grow a mere 22.3%. Thus, traditional media continues to be a dominant force on the Austrian advertising scene.

“Austrians are some of the least trusting of news on social media in Europe. The lack of trust has spilled over into advertising on those platforms, so it’s no wonder that advertisers are hesitant to spend on social,” said Jasmine Enberg, forecasting analyst at eMarketer. “Instead, they continue to direct their ad budgets toward print because of high consumer trust in traditional newspapers and strong readership rates.”