Thursday, August 1st, 2013 - Roy Morgan Research

Across all age groups, Apple Home Computer users are more likely to stream videos, TV or movies than Windows Home Computer users, the latest research from Roy Morgan shows.

Watching videos on sites such as YouTube is the most popular type of audiovisual internet activity, with 63% of Apple users and 48% of Windows users streaming video in an average four weeks from July 2012 to June 2013.

Overall, Apple users were twice as likely as Windows users to stream TV through sites such as ABC’s popular iView (18% to 9%), and almost three times as likely to stream movies (8% to 3%).

Only among 18-24 year olds are Windows users marginally more likely to stream video than Apple users (80% to 79%), however they are still much less likely to stream TV or movies.

George Pesutto, Media and Communications General Manager, Roy Morgan Research, says:

“Compared to Windows Home Computer users, Apple Home Computer users are more likely to stream music and radio as well as download movies, videos, television shows and music.

“Apple users tend to be more engaged with a wider array of internet activities and adopt at a faster rate, including ecommerce, online banking and over-the-top activities such as Skype. They are also more willing to embrace new technologies, and are 61% more likely to own or use a Tablet than Windows users.

“This data is in line with the Roy Morgan Technology Adoption segmentation, which shows that Apple users are 65% more likely to be early adopters of technology, compared to Windows users”

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Source: Roy Morgan Single Source (Australia), Jul 2012 – Jun 2013. Windows Based Home Computer users n= 13,812; Apple Based Home Computer users n= 2,141.

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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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Across all age groups, Apple Home Computer users are more likely to stream videos, TV or movies than Windows Home Computer users, the latest research from Roy Morgan shows.

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