Indigenous Audience Research

Media consumption and communication preferences of Aboriginal and Torres Strait Islander audiences

Aboriginal and Torres Strait Islander audiences comprise a wide range of people with different communication needs, information preferences, and expectations of government. This is influenced by factors including location, literacy, age, cultural considerations, and access to communication/media channels. These factors should be taken into consideration to address communication barriers, and to design strategies, messages and materials about government policies, programs and services that will effectively reach and engage Aboriginal and Torres Strait Islander peoples.

To help inform communication strategies, this research explored:

  • usage of Indigenous and mainstream media channels
    (television, radio, print, online and social media)
  • computer and mobile phone use
  • information seeking behaviour and preferences for receiving information from government, and
  • English and Indigenous language proficiency.

The research involved a survey of Aboriginal and Torres Strait Islander peoples aged 15 years and over across metropolitan, inner and outer regional areas in all Australian states and territories (excluding the ACT). Data was collected through 1,000 face-to-face interviews, conducted by a field force of Indigenous interviewers. Further insights were gained through qualitative research involving 187 people – 94 of whom resided in remote locations.

Reports

Quantitative Research

The media consumption and communication preferences of Aboriginal and Torres Strait Islander audiences data set [External Site] from the quantitative research is available.

Qualitative Research

Copyright Notice

This work is copyright and owned by the Commonwealth of Australia. With the exception of the Commonwealth Coat of Arms and the Department of Finance logo, this work is licensed under a Creative Commons Attribution 3.0 Australia licence (CC BY 3.0) (http://creativecommons.org/licenses/by/3.0/au/deed.en).

Creative commons BY license

This work must be attributed as: “Media consumption and communication preferences of Aboriginal and Torres Strait Islander audiences, Commonwealth of Australia, Department of Finance, Communications Advice Branch”.

Contact for information on this page: Communications Advice Branch

Last updated: 03 October 2014