Saturday, November 12th, 2011 - Roy Morgan Research
According to the latest Roy Morgan Single Source data (July 2010 – June 2011), 58% of the Australian population aged 14+ years report watching digital television channels*.

The older generations – Pre-Boomers and Baby Boomers – are just ahead of Generations X, Y and Z, in that a slightly higher proportion of the older groups are watching these digital TV channels (7TWO, 7mate, GO!, GEM, ELEVEN, ONE, SBS TWO, ABC2 and ABC News 24).


Digital TV viewing: % reach by Generation group


Source: Roy Morgan Single Source, July 2010 - June 2011 (n = 18,259).


In the 12 months to June 2011, 85% of Australian households were able to receive digital TV channels (up from 74% the year prior). As might be expected, ownership of digital TV technology is somewhat higher among more affluent demographics, and slightly lower among less affluent groups, eg: 80% of the AB socio-economic group owns digital TV technology, compared to 79% of C’s, 76% of D’s, 74% of E’s, and 68% of the FG quintile.

*Note: In this instance, ‘digital TV channels’ refers to the free-to-air, digital-only channels, but excludes the digital versions of the primary free-to-air channels (7, 9, 10, SBS, ABC).

Although digital TV channels (as a whole) appear to have a similar reach across each of the generations, individual channels vary significantly in terms of which channels are most popular within each generation group.  For example, among Gen X, GO! is the favourite channel, reaching 26% of this group. This is followed by Eleven and 7mate, each of which reaches 20% of Gen X.


Generation X: % reach per digital TV channel


Source: Roy Morgan Single Source, July 2010 - June 2011 (n = 18,259).


GO! also dominates the younger generations, Y and Z. GO! is watched by 34% of Gen Z and 29% of Gen Y.  Eleven and 7mate are also popular among Gen’s Y/Z, reaching 22-23% of these groups.


Generations Y & Z: % reach per digital TV channel


Source: Roy Morgan Single Source, July 2010 - June 2011 (n = 18,259).


7TWO is a clear favourite of the older generations – Baby Boomers and Pre-Boomers – with 30% of Pre-Boomers and 26% of Baby Boomers watching 7TWO. The other digital channels most popular amongst the older generations are ABC2 and GEM (watched by 19% of Baby Boomers).


Baby Boomers & Pre-Boomers: % reach per digital TV channel


Source: Roy Morgan Single Source, July 2010 - June 2011 (n = 18,259).


George Pesutto, Industry Director – Media, Roy Morgan Research says:

“We’re seeing that digital TV channels have achieved substantial household penetration across the board, and certain channels are really finding their niche among particular audiences.

“The tighter demographic targeting of digital TV channels is evident in their clearly defined programming strategies. This data suggests that these strategies really appear to be paying off for those channels that have established a clear positioning.

“7TWO’s emphasis on British programs that appeal to older audiences and the youth program line-ups of GO! and Eleven all seem to be really hitting the mark.”


Contact us
to inquire about our digital TV channel viewer profiles - 7TWO, 7mate, GO!, GEM, ELEVEN, ONE, SBS TWO, ABC2 and ABC News 24. Click here to view our extensive range of TV program viewer profiles – How I Met Your Mother, That 70’s Show, Two and a Half Men and many more.

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
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W: www.roymorgan.com

Keywords

Digital TV channels embraced by Australians young and old, 7TWO, 7mate, GO!, GEM, ELEVEN, ONE, SBS TWO, ABC2 and ABC News 24).

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