The majority of young Australians now consider the internet as a channel for entertainment rather than an information tool, the latest data from Roy Morgan Research shows.
Overall, most Australians (14+) still agree that “To me the Internet is far more an information tool than an entertainment tool”. But among 14-24 year-olds, most now disagree: 52%, up from 46% three years ago. Clearly, most young Aussies today see the internet as a means of accessing entertainment.
Australians in all other age groups are still more likely to agree than disagree. Nationally, just 31% of Australians rate the internet’s entertainment value at least on par with its use as an information resource, up from 29% in 2011.
The biggest change since 2011 is among 50-64 year-olds, who today are almost 30% more likely than they were back then to say that the internet isn’t more about information than entertainment (22%, up from 17%).
Australians who consider internet at least as much an entertainment as information tool:
Source: Roy Morgan Single Source, July 2010–June 2011 n = 15,483, July 2013 – June 2014 n = 14,827 Australians 14+ who have ever accessed the internet
Tim Martin, General Manager - Media, Roy Morgan Research, says:
“Roy Morgan’s latest data shows that over three quarters of 14-24 year-olds now engage in one or more entertainment activities online in an average month. Over half of 14-24 year olds have streamed video from services like YouTube, over a third have downloaded or streamed music from services like Pandora and Spotify, and over a quarter have downloaded games from services like Google Play
“Clearly, internet attitudes relate closely to what we most use the internet for. Our data shows that the older generations use the internet more for things like searching for jobs, real estate, comparing banking and finance products, and as a source for travel and health information.
“That said, this research also shows that an increasing proportion of people aged 35-64 think of the internet less as a ‘superhighway’ to get information and more as a channel for entertainment.”
Roy Morgan Research
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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