Global Digital Knowledge Survey 2014

Global Digital Knowledge Survey finds that Australians are the most confident worldwide in their ability to deliver digital marketing activity and most motivated to learn more about digital marketing

Australian digital marketers are the most confident in their ability to deliver digital marketing activity according to a worldwide report released today by IAB Australia and The Knowledge Engineers.  The 2014 Global Digital Knowledge Survey, which was the first ever global digital skills and knowledge survey, sought to determine digital capabilities and create global benchmarks for digital skills levels. 


It found that 36 percent of the Australian respondents reported that they are “completely confident” delivering digital marketing activity, compared to 33 percent worldwide, 21 percent in US and 35 percent in the UK.


Encouragingly, Australians also identified as the most motivated in the world to learn more about digital marketing, with 80 percent of respondents reporting that they’re ‘very motivated’, compared with 69 percent in the UK and 70 percent in the US.

Australians most motivated to learn about digital marketing

Whilst positive news, up to 80 percent of Australian respondents felt  ‘not fully confident’  for specific digital marketing fields with the biggest skills gaps appearing in Data and eCRM, Search and Mobile Marketing.

Biggest skills gaps in Australia

Australia also ranked more confident in delivering Mobile Marketing than the UK (31% feeling “completely confident” in Australia vs 21% in the UK). This is interesting if you compare the prominence of mobile marketing in the two countries – in the UK, mobile advertising represented a 23% share of display advertising in 2013 whereas in Australia, only 14%.

Australia more confident in delivering mobile marketing

Australians also felt more confident in delivering Display Advertising related marketing activities with 40 percent of respondents feeling completely confident in this area, compared to 30 percent in the UK and 20 percent in the US.

Australians more confident in Display Advertising than UK and US

The only area where Australian confidence levels were lower than those in the UK (although still on par with the World average), was in Social Media Marketing. Whilst 39 percent of UK respondents felt completely confident in this area, only 34 percent of Australians felt completely confident in delivering social media marketing activities. In specific social media tasks, the biggest skills gaps were in social listening and responding and calculating social media ROI.

Australians less confident than UK in social media marketing

The biggest barriers for growing their organisation’s digital business were perceived as the lack of digital experts, lack of client understanding on digital and a general lack of digital knowledge in the organisation. Looking at the future, Digital & Integrated Strategy, Content Strategy and Measurement & Analytics were seen as the most important digital areas for future development within the Australian organisations.

Key areas for future development

Key skills comparisons – Australia vs World Average:

Key skills comparison


About the Global Digital Knowledge Survey

The 2014 Global Digital Knowledge Survey was conducted globally by The Knowledge Engineers.  Over 8,000 media and marketing professionals took part in the survey worldwide including 423 Australian professionals. 


About The Knowledge Engineers

The Knowledge Engineers (TKE) is a leading training company focusing on the skills needed by marketers in a digital world. Founded in 2007, it has offices in London, New York, Sao Paulo and Singapore.  As well as face-to-face training for clients like Google, DDB and Pearson, TKE has built two online knowledge platforms. The Digital Knowledge Centre supplies 60 modules of on-demand digital training, whilst 12ahead is a global trends platform designed to keep marketers up-to-date with the latest technology case studies and success stories.