Tuesday, September 2nd, 2014

Australia’s 10-13 year-olds now spend more time using the internet than watching television or socialising with friends, the latest data from Roy Morgan Research for the year to June 2014 shows. 

Four years ago, in an average week 10-13 year-olds spent almost 15.5 hours watching TV and 12 hours playing with or talking to friends, with the internet taking up 639 minutes (10.65 hours) of their time.  

But kids this age now spend 819 minutes (13.65 hours) per week using the internet, whether at home, school or elsewhere—exactly three hours more than their peers did in 2010. And with only so many free hours in a week, they’ve had to prioritise: these kids now spend over three hours less in front of the box and an hour less socialising with friends, making the internet their number one pastime.

Average time spent on activities by 10-13 year-olds in 2010 and 2014:

Source: Roy Morgan Single Source (Australia), Base: Australians aged 10-13. July 2009 = June 2010 sample = 1681; July 2013 – June 2014 sample = 1508.

It could also be bronze, bronze, bronze for Australia at the next few Olympics: 10-13 year-olds now spend more time playing computer, electronic or console games (346 minutes/week, up 29) than sport (321, down 32). But there’s hope for our 2060 Nobel chances—they now spent more time doing homework (226 minutes/week, up 10) than watching DVDs (208, down 109).

Among younger Australians aged 6 to 9, watching TV and playing with or talking to friends remain clearly the top two activities, although both have declined since 2010. Back in the halcyon days of 2010, 6-9 year-olds spent about as much time during the week playing sport as using the internet; but today’s youngsters spend almost two hours more on the net than on the field.

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“It is a milestone in our changing media landscape that the internet has overtaken television among 10-13 year-olds as the channel they spend more time using.

“Kids these days are an extremely influential group. Not only do they spend their own money but they influence their parents’ purchasing decisions across a range of household products.

“While it is of course vital for kid-focused businesses to understand today’s media habits of their target market, further analysis of these results could also deliver projected insights into the attitudes and behaviours of older teens and young adults beyond 2020.

“Of course, not all kids are the same, and some spend much more time than others on every kind of medium. Some of this is understandable based on their parents’ values and behaviours, but a lot is dependent on the kids themselves – their interests, preferences and activities.

“These are just some of the insights from the Young Australians Survey from Roy Morgan Research, which tracks theopinions, attitudes, behaviours, device usage and media consumption of kids aged 6-13 across Australia.”

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com


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