SYDNEY: Australian households now have a record number of screens, channel and platform choices, although the great majority of viewing continues to take place on TV, according to a new report into the country's viewing habits.
The latest Australian Multi-Screen Report, which analyses audience ratings and viewing data from OzTAM, Nielsen and Regional TAM, shows that the average Australian home now has 4.5 connected devices in addition to their TV sets.
That is up from 3.9 connected devices four years ago, while the number of TV sets per household is fractionally lower today at 1.8.
As of Q3 2016, the report found that 60% of Australian homes have PVRs, while 17% have two or more, and 37% of homes have internet-capable TVs.
In addition, around half (49%) of households have tablets – the same level of penetration as in Q3 2015 – while 84% of Australians aged 14+ own a smartphone.
All (100%) of TV homes in Australia can access digital terrestrial television, the report also revealed, with 97% being able to do so on every TV set, while 96% can receive high definition broadcasts on all TV sets in the home.
"The number of connected screens in Australian homes is at an all-time high, and Australians are taking advantage of the opportunities this creates to watch broadcast content and other video," said Doug Peiffer, CEO of OzTAM.
"While this choice contributes to the viewing 'spread' we’ve observed for some time, all age groups still spend more of their viewing time on any single device watching broadcast TV on in-home TV sets," he continued.
"Across the population that equates to more than 86% of total viewing – including all devices, platforms and video content."
Specifically, some 20.19m Australians, or 86% of the population in people-metered markets, watch at least some broadcast TV on in-home TV sets each week.
Of these, the highest proportion include viewers aged 40-54 (4.33m) and 25-39 (4.13m), although older viewers aged 65+ account for 3.27m while pre-teenage children make up 3.35m of the total.
Data sourced from OzTAM, Nielsen, Regional TAM; additional content by Warc staff