There are probably more toast crumbs in keyboards and buttery smudges on touchscreens with twice as many Australians now using the internet at breakfast time compared with five years ago, the latest media preference data from Roy Morgan Research shows.
In the 12 months to March 2015, 72% of Australians (14+) reported using one or more forms of media at breakfast time—steady over the past five years. However an increasing proportion of us are going online first thing in the morning: now 16.2%, up from 8.5% in the year to March 2010.
As sun-up internet usage has become more common, consumption of newspapers has declined—and been overtaken as the third most-common morning media ritual: 15.9% of us now read newspapers at breakfast, down 4% points since 2010.
Although radio remains the most popular breakfast media with 28.1% of Australians tuning in, this is also down over 4% points since 2010. Only morning television has escaped unscathed, with a virtually unchanged 23.4% of us switching it on over breakfast.
Proportion of Australians who use Media type at Breakfast time:
Source: Roy Morgan Single Source, April 2010 – March 2015 average annual sample n = 13,665 Australians 14+ who use media at breakfast time. Respondents may use more than one media type.
Tim Martin, General Manager - Media, Roy Morgan Research, says:
“Despite the dramatic increase in morning internet usage, the type of content Australians prefer at breakfast time has remained fairly stable. Over half of us still want to wake up to some local, national, international or business news, with music and comedy each a consistent breakfast preference for around 1 in 8 Australians.
“Internet’s strength is that it can cater to the full variety of content preferences, as a one-stop media channel for those who may want a bit of political analysis followed by something funny, a sports update and some streaming.
“To compete, newspaper publishers will need to think carefully about what print can offer—and also how to attract breakfast time browsers to their online editions.”
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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