Warc Blog

Australia adopts multi-screens

16 October 2013
SYDNEY: Australians have increased their adoption of tablets and smartphones as viewing platforms while also increasing their use of TV for playback viewing, games and other online activities, new research has shown.

The latest quarterly Australian Multi-Screen Report, produced by research company Nielsen and the Oztam and Regional TAM television ratings panels, has found Australians continue to spend the great majority of their screen time using in-home TV, but new technologies are influencing viewing habits.

Australians watch an average 96 hours and 37 minutes of broadcast TV on traditional TV sets per month and 92% of that time is live, according to the analysis that covered April to June 2013.

However, 22% of homes now have internet-connected TVs, up from 16% in the same period of 2012, and 54% have personal video recorders as well as an increasing variety of devices attached to the main TV set.

An estimated 33% of homes now have tablets, up from 19% in the second quarter of 2012, while 65% own a smartphone, up from 52%.

This means that new devices now account for 8% of all video viewing – 6 hours and 26 minutes per month online via PCs/laptops, 1 hour 20 minutes per month on smartphones and 50 minutes per month on tablets.

Erica Boyd, senior vice president of Cross-Platform at Nielsen, said the findings underscored Australians' "seemingly endless demand for compelling content".

"Not only do we watch more than three hours of 'traditional' TV a day – a level that hasn't changed over the past five years – but internet-enabled TVs and mobile devices provide more opportunity to consume TV and other video content than ever before," she said.

In other key findings, the survey found that 99% of homes have converted to digital terrestrial TV, with 88% having converted every working set in the home, and Australians spend an average 38 hours and 41 minutes per month online.

Data sourced from the Australian Multi-Screen Report; additional content by Warc staff

 
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