When compared to major markets like Japan, China and India, Australia is not that significant with its relatively small population, but it is probably the first country any marketer looking to expand to APAC should focus on given its use of English and close cultural similarities to Europe. Australia has an elected democratic government with a strong rule of law, a world renowned education system, and a stable currency. Many global companies choose to put their APAC headquarters in Australia due to its ease of adjustment for employees relocating from Europe or the US, but make no mistake Australia is very unlike all of the rest of APAC. Geographically and culturally, Australia is as far from continental Asia as Paris is from New York.
- Population size: 23 million
- Internet penetration: 93%
- Most popular search engines: Google
- Currency AUD
- Language: English
- Time zones: GMT +5 to GMT + 11:30 (Sydney & Melbourne are GMT +10)
- Major cities: Sydney, Melbourne, Perth
- Most popular Internet TLD: .COM.AU
What you need to know to run successful campaigns: Australia uses UK English spelling and grammar so any American terminology will stick out like a sore thumb. Don’t make the mistake of assuming that your American campaigns can be just turned on in Australia and they will work out of the box. Keep in mind the vast time differences between US cities and Australian time zones, so if you do decide to just expand a US or European campaign make sure your day parting or any other time based marketing is a fit for Australian time zones.