There are more toast crumbs in keyboards and buttery smudges on touchscreens with 3 in 10 Kiwis now using the internet during weekday breakfast—more than are reading newspapers or watching television, the latest media data from Roy Morgan Research shows.
In the 12 months to June 2015, over one million Kiwis 14+ (29.7%) used the internet at breakfast time on a normal weekday, more than double the 13.2% going online first thing back in 2011. As the chart below shows, this rise in sun-up internet use has been especially rapid over the last two years.
The popularity of newspapers on weekday mornings has remained steady, virtually unchanged at 23.3%. However the proportion of us watching television has declined from 24.3% to 20.7% during the period.
Radio, however, has not only remained the most commonly used media at breakfast but actually increased in popularity over the past year: 40.2% of New Zealanders now listen to radio at breakfast, up from an average of 37.3% over the previous three years.
Overall, 82.6% of New Zealanders use one or more forms of media at breakfast time, up 2.3% points since 2011.
Proportion of New Zealanders who use Media type at breakfast time on weekdays:
Source: Roy Morgan Single Source (New Zealand), July 2010 – June 2015 average annual sample n = 10,684 New Zealanders 14+. Respondents may report using more than one media type.
John La Rosa, General Manager Client Services - ANZ, Roy Morgan Research, says:
“Even though internet usage has become much more common at breakfast time, traditional media have held ground. Many Kiwis are adding some online browsing to their regular weekday morning routines, while still turning on the TV, tuning into radio or reading the newspaper.
“Radio has managed to increase its audience, and 4 in 10 Kiwis now tune in to radio over breakfast—even though many may also be checking social media, reading email, or browsing news sites on their phones and tablets at the same time.
“Overall, three million Kiwis aged 14+ can now be reached at breakfast. It’s clearly important that advertisers and content makers understand how media habits are changing throughout the day and, increasingly, how the rise in cross-media usage might be affecting our attentions and attitudes.”
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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