Tuesday, June 12th, 2012 - Roy Morgan Research
More and more Australians are now surfing the net while watching TV, with 30.4% of those aged 14+ agreeing with the statement “I like to surf the net while watching TV”. This has increased from 26.8% 12 months earlier. These are the latest findings from Roy Morgan Research.
Percentage of Australians that agree they “like to surf the net while watching TV”

Roy Morgan Single Source (Australia): October 2011 – March 2012. Sample: (average 6 month sample, n=10,683).

For the six months ending March 2012, Smartphone and Tablet owners were at least 50% more likely to agree they “like to surf the net while watching TV” compared to the average Australian aged 14+.

Percentage of portable device owners that agree they “like to surf the net while watching TV”

Roy Morgan Single Source (Australia): October 2011 – March 2012. Sample:  6 months to March 2012, n=10,032.

Andrew Braun, Mobile, Internet and Technology Industry Director, Roy Morgan Research, says:
“Given the adoption of portable internet enabled devices (such as Smartphones and Tablets) and their “anywhere, anytime” access to information, it is not surprising to see this trend emerge.

“This ‘multi-screen’ TV watching environment creates a number of challenges and opportunities for TV stations. Is surfing the net at the expense of TV show engagement or is it part of the engagement model itself?

“Media companies and Advertisers would be wise to better understand the role these portable internet devices play in TV show engagement and advertising effectiveness.”


For more information on Mobile Devices, our latest detailed Roy Morgan Technology Profiles provide a broad understanding of the target group in terms of demographics, attitudes, activities and media usage.

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Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209
W: www.roymorgan.com


TV watching habits surveyed by Roy Morgan Research.



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