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 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.
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TV watching habits surveyed by Roy Morgan Research.

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