Yahoo!7's annual companion research report reveals TV is continuing to engage Australians

5adc72371a94bcbd9d2a92720750f55d3e498f01_254x191.jpgCaroline Casey (left), Yahoo!7's director of product and audience, has released new research from Yahoo!7's annual companion research report as part of her address at The Australian Broadcasting Summit held in Sydney.

The research, which is representative of the Australian population, reveals that appointment-based TV dominates TV consumption in Australia, with 98% of Aussies watching TV live. Two in three of respondents watch TV on devices (67%), predominantly on laptops, but also increasingly on tablets and mobile phones.
88% of people watch TV with another device by their side. The device is generally a smartphone with 82%, although 61% of respondents said they have a laptop and almost half have a tablet device.

Says Casey: "Yahoo!7 is committed to bringing users the best product and the most immersive digital experiences, personalised to their interests, across screens and platforms. When we talk about companion experiences, we're not just talking about what happens when the program is on air, we're also talking about how we sustain, build and engage our audiences with the programs they love."

The main findings from the research include:
  • 98% continue to watch TV live.
  • 58% of consumers watch their favourite TV shows via online catch up TV.
  • 40% of survey respondents engage with television programs online, making TV consumption even more immersive.
  • 82% of consumers watch TV with their mobile phone nearby and 61% have their laptop at their side while watching TV.
  • Social media is increasingly influencing consumer television consumption, with 40% of consumers becoming aware of a TV program because of a mention or recommendation on social media.

*Source: Companion TV Survey November-December 2013 conducted by an external panel provider using a national sample that was representative of the Australian television viewing public, across age, gender, location. Audience: All Respondents, n = 1,217

4 Comments

Digital Fraud said:

But…online…conversation with consumers n', like, social engagement n' the future n' stuff…please keep looking at me, I haven't finished milking the cash out of the relevant media spaces yet.

OPSM said:

Obviously has an eye on product and one on audience.

Thats what she said said:

HAHA.
LOL @ OPSM

The Eyes Have It said:

Speaking of companion experiences.

Leave a comment