We are a nation increasingly addicted to new technology, according to the 2008 Sensis® e-Business Report, and this love affair is starting at a very early age, with children using the internet before they turn five, many of whom are unsupervised.

The special report, which is in its 12th year, explores how small and medium businesses and consumers interact with technology, including the use of e-commerce, social networking sites, mobile email devices, as well as website and telecommunication take-up by businesses.

Report author Ms Christena Singh said there had been a significant adoption of new technology amongst businesses and consumers of all ages during the year, which resulted in increased social connection and business efficiency, but also raised some safety and social concerns.

“Australians are taking up new technology in droves and it is proving to be quite addictive for some people. And it’s not just Gen Y - it’s right across the board, from little ones to seniors.

“The spike in technology penetration follows a couple of years of subdued growth in the Australian marketplace.

“This year we have seen mobile technology and e-commerce further penetrating the business market, to the point it can now be seen as a standard business tool.

“Interestingly, some of this new technology is leading to ‘always on’ employees, making them available 24/7.

“But at the same time, we are seeing many businesses clamp down on employees using some new media such as social networking sites,” Ms Singh said.

“Whether we love it or loath new technology, it appears Australians can’t stay away from its allure.”

One third of children not supervised on net
The Sensis® e-Business Report shows Australian children usually start using the internet between the ages of six and 10. However, in almost two out of 10 households, children have started using the web by the time they turn five.

“Many Australian children now begin to use the web in their early school years, with the majority doing so in a supervised home environment.

“However, children in one third of Australian households are not supervised while using the internet,” she said.

Of those households that do not supervise their children, just over half have never done so, while just under half stopped supervising when their children were aged between 11 and 15.

Overall, children in almost seven in 10 households use the internet in an open area of the house, with just under two in 10 using it in their rooms. About four per cent use the internet somewhere other than in the home.

“Our research suggests only four in 10 households with children use an internet content filter.

“While awareness amongst parents of the Federal Government’s netalert.gov.au program is high, there is low take up of the program,” she noted.

Social networking, loved and loathed
The Sensis® e-Business Report suggests more than four in 10 Australians currently used social networking sites (41 per cent).

“Social networking sites and online chat rooms are certainly now a commonplace activity for Australian children.

“We are now seeing children in more than one in three Australian households visiting social networking sites, with one in four using online chat rooms.”

Not surprisingly, the heaviest users of social networking sites are 14 to 17 year olds, where there is a 91 per cent usage rate.

“While usage does decrease progressively with age, we are seeing social network sites penetrating the older demographics as well.”

Almost seven out of 10 Australians in their 20s use social networking sites. This falls to about 4 in 10 by the time they reach their 30s and about three in 10 once they hit their 40s. For those between 50 and 64 years, just under two in 10 use networking sites (19 per cent), falling to less than one in 10 by the time people reach over 65.

The frequency of usage across users of all ages is high, with nearly one in five Australians accessing a social network site several times a day and four in ten accessing at least daily.

“Many Australians now clearly have a strong connection to social networking, which is beginning to polarise community views,” Ms Singh commented.

“Currently, just under one in five Australians (19 per cent) access social networking sites at their workplace.

However, our research shows that many small and medium businesses are restricting access to social networking sites, with three in four small businesses banning employees from use at work.”

The majority of small businesses believe that social network sites have no impact on business. However, six per cent believe they have a negative impact, while four per cent believe they have a positive impact.

Ms Singh said blogging was the other new media application that was becoming a natural part of life.

More than four in 10 Australians have read a blog in the past year (up seven percentage points from last year) and 14 per cent have written a blog (up four percentage points).

The results share that overall, one in five Australians now belongs to some form of online community.

‘Always-on’ but that’s the way I like it!
The Sensis® e-Business Report indicates about one in ten Australians have a phone with e-mail access.

“Mobile e-mail devices appear to be a boon for business, creating always-connected employees and business owners.”

Six out of ten people use a mobile e-mail device mainly for work and a further 10 per cent use it for both work and personal. Almost three in 10 people use the device mostly for personal use.

More than six in 10 users never turn off their device, with about two in 10 only turning the device off over the weekend.

“Interestingly, half of users told us they respond to work-related e-mails in their personal time, either always or most of the time.

“In general, the results show that Australians believe mobile e-mail is a useful tool, allowing them to respond to e-mail quickly and work away from the office, as well as providing mobility, convenience and assisting in work-life balance.

“The intrusion into one’s personal life is seen as the biggest negative impact. However, Australians are very attached to this technology and would be reluctant to give it up,” she commented.

Three in 10 users said they would definitely not consider giving up the device.

• Over the year, there has been a very strong increase in the ownership of notebook computers amongst small businesses, up 10 percentage points to 60 per cent.
• Eighty-four per cent of households are internet enabled and 73 per cent have broadband connections.
• More than six in 10 Australians (64 per cent) made purchases online in the past year.
• The number of small businesses with a website continued to grow during the year, up from 51 per cent to 54 per cent. A further 12 per cent intend to get a website in the next 12 months. The majority of businesses (65 per cent) said their website increased business effectiveness, with the main reason being it made it easier for customers to access information.
• While online security increased as an issue, more Australians supplied personal information online during the year (up four percentage points to 38 per cent).
• The past year has seen solid growth in the use of the internet for business procurement purposes. Placing orders online increased eight percentage points to 67 per cent. Paying for products online increased from 67 to 71 per cent. In 2000, just 12 per cent of small and medium businesses payed for products online. The most common online purchases made during the year were airline bookings, software, equipment and stock and merchandise.
• Businesses selling products and services over the internet also increased during the year. Fifty-four per cent of small and medium businesses now take orders online (up six percentage points), while 63 per cent receive payments (up eight percentage points).
• Small and medium enterprises have continued to take up a range of telecommunication equipment during the year, including a LAN network (56% up from 51%), a 3G mobile (52% up from 36%), a satellite navigation system (30% up from 19%) and a mobile email device (14% up from 11%).

About Sensis

Sensis is Telstra's advertising business and Australia's leading directories information resource, helping Australians find, buy and sell. Sensis delivers innovative and integrated local search and digital marketing solutions via print, online, voice and mobile channels to connect Australians 24 hours a day, seven days a week. Sensis' powerful, multi-channel portfolio provides an unparalleled local information source incorporating the White Pages® and Yellow Pages® directories; the MediaSmart digital advertising business; the Whereis® digital mapping business; the Citysearch® entertainment and lifestyle website; the sensis.com.au search engine; the 1234 operator-assisted, premium voice information service; and the accommodation website gostay.com.au. Sensis is also a partner in some of China's most popular websites including real estate and home furnishings website, SouFun.com; auto websites Autohome.com and Che168.com; and digital devices websites IT168.com and PCPop.com.cn.