Roy Morgan Research CEO Michele Levine today presented in Melbourne the latest State of the Nation Report, with a special in-depth look at the Australian Media landscape.
Rupert Murdoch may be stepping down and mX has been nixed. Netflix already has over 750,000 local users. Foxtel now owns part of Network Ten. Media owners want new business models and metrics, programmatic trading is on the rise, and over 1.2 million Australians watch YouTube via PC, tablet and phone—all in the same month. It’s a fun time to be in the business of media measurement!
Australians (14+) spend an average 18.8 hours a week watching TV, 12.8 hours listening to radio, and 3.4 hours reading newspapers or magazines. The average time we spend on these traditional media activities has declined by 8.8 hours a week over the past decade, but this has been more than compensated by our internet consumption.
The average Australian now spends 17.9 hours a week using the internet—13.4 hours of which is leisure usage (that is, not while at work or school). While online, we can do all the things we used to do offline: watch TV or videos, hear radio or music, read newspapers or magazine content—and talk to friends.
Ten years ago, the average times 14-24 year-olds were spending with TV, radio and print media resemble the wider national norms today. So too, perhaps, the latest 14-24 year-old consumption data may foreshow the wider norms ten years from now.
Australians aged 14-24 now spend just 12.5 hours a week with TV, 6.7 hours with radio and less than an hour and half with newspapers or magazines. Instead, they spend a massive 27.6 hours on average each week using the internet, 22.2 hours of which is leisure usage. That’s right: 14-24 year-olds now spend more time online than with all other traditional media combined.
Michele Levine – CEO, Roy Morgan Research, says:
“The media landscape has changed dramatically over the last decade, and will no doubt be a whole new world again by 2025. Roy Morgan intends to stay on top of it all, continuing to track and reveal Australians’ media consumption habits no matter how they develop next.
“The industry is facing some big issues. Owners, buyers and businesses need to adapt—not only to reach fragmenting audiences, but to know exactly who they’re reaching. From cross-platform measurement and scheduling, to more finely tuned audience segmentation and targeting, to the question of online vs offline ad spend, to ROI optimisation and quantifying the quality of exposure—these are the metrics that will become increasingly vital.”
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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