Australians engage in media multitasking

28 May 2012

SYDNEY: A majority of Australians now engage in "media multitasking" when watching television, a report has revealed.

Deloitte, the consultancy, surveyed 2,000 people, and found 63% listed enjoying television content, on any device, as their preferred form of media entertainment, followed by using the web, on 47%.

Some 64% typically consumed broadcast material via linear TV, falling to 19% for streaming it online, 11% for time-shifted viewing through PVRs, 12% on smartphones and 4% for tablets.

More specifically, 60% of respondents combined other media channels with TV, including 29% sending and receiving emails, 28% surfing the net, 20% accessing social networks, and 18% reading print titles.

A further 15% visited sites like Facebook and Twitter to communicate with friends in real time, an extra 7% downloaded apps to mobile devices and 7% used their mobile or the web to participate in activities linked to TV shows they were watching.

"As more Australian consumers use multiple devices to consume their media, the importance of platform consistent customer experience also increases," said Damien Tampling, Deloitte's national TMT leader.

Elsewhere, the analysis showed smartphone penetration has now reached 46% in Australia, while tablet uptake comes in at 13%, both among the strongest totals worldwide.

A 31% share of contributors possessing slates like Apple's iPad agreed this was the "most valuable media device they owned", suggesting their influence may extend in the future.

Similarly, 41% of smartphone subscribers employ these appliances when in bricks and mortar stores to check the prices offered by competing chains.

When discussing advertising, television spots were still regarded as exerting the most powerful influence by 68% of interviewees, ahead of the newspaper alternative on 53% and online formats on 47%.

Magazines logged 45% here, while radio secured 29%, outdoor registered 17%, cinema yielded 12%, mobile posted 9%, and in-app executions recorded 3%.

Within the overall figures, however, 56% of the sample had first learned about new products on the web, and 43% had made a purchase due to online user reviews or recommendations.

Data sourced from Deloitte; additional content by Warc staff