Tuesday, November 19th, 2013 - Roy Morgan Research

When it comes to media consumption, Australia is fast becoming a land of divided attentions. Since the end of 2010, the proportion of Australians 14+ who enjoy being online at the same time as they watch TV has grown by 9% points, from 26% to 35% in September 2013.

With parallel consumption on the rise, TV programmers and advertisers are beginning to realise the potential of having audiences with more info at their fingertips. In the latest quarter July to September 2013, people who use the internet while watching TV are 73% more likely to look up a website because of something they’ve seen on TV and are 25% more likely to find TV advertising interesting, compared to the average Australian.

In Synch: Australians 14+ who ‘Like to Surf the Net While Watching TV’

Source: Roy Morgan Single Source (Australia), October 2010 – September 2013, 3 month rolling average n=4,925.

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

“Our research shows that the consumption of media is increasingly split between multiple devices at one time, especially while watching TV.”

“On the surface, this second-screen phenomenon might seemingly be diverting attentions away from the TV, perhaps at a cost to TV advertising awareness.

“However our research shows that people who use the internet while watching TV are more likely to enjoy and respond to TV advertising compared with the average Australian, indicating that other connected devices can actually enhance or complement the viewing experience. Many in the industry are making it more interactive by incorporating social media or other digital platforms.”

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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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