Australian Multi-Screen Report reveals Aussies view 100+ hours per month across all devices

October 9 2012, 11:12 am | BY Lynchy | No Comments

110110164736-large.jpgAustralians watch more than 100 hours of television per month across multiple screens, according to the latest Australian Multi-Screen Report covering the second quarter of calendar 2012.

Viewing to the traditional TV set remains strong and the report shows an increasingly connected audience whose steady embrace of new technologies creates additional flexibility to view.

Key findings as of Q2 (April-June) 2012:

  • 95% of all viewing is to the traditional television set (Viewing via the conventional TV includes broadcast content only; video viewing on second and third screens can

include both broadcast and non-broadcast video content., on average 99 hours and 9 minutes (99:09) per month (All people figures).

  • 19% of homes now have at least one tablet device.
  • 5% of the total online population say they watch some video on a tablet (Nielsen Australian Online Consumer Report. Q4 2011).
  • 45% of Australians watch some video (both broadcast and non-broadcast content) online, on average 3:58 per month.
  • 60% of online Australians aged 16+ multi-task (use their TV screens and computer screens simultaneously) at least some of the time.
  • 52% of Australians aged 16+ own a smartphone and spend on average 1:20 per month viewing any video on these devices (Q4 2011).
  • Television reaches 62% of people aged 16+ between 8pm and 10pm each day compared to online video viewing that reaches 14% of people aged 16+ during that time.
  • People aged 18-24 spend the most time per month (6:25) of any age group watching any video on a PC; they have the highest proportion of TV viewing done as playback (9.6%); and they watch double the overall average amount of video on mobile phones (2:54 per month in Q4 2011, the latest quarter for which data is available).
  • Women make up 53% of the television audience whereas men dominate the video viewing audience on the internet (61%) and on mobile phones (62%)

Says Doug Peiffer, CEO, OzTAM: “Australians love television and are increasingly using new devices to stay in touch with their favourite programs and enjoy video whenever and wherever they wish.

“The latest Multi-Screen Report draws on the expert research of OzTAM, Regional TAM and Nielsen to illustrate how, when and the extent to which consumers use these new devices to provide greater insight to media owners, producers and advertisers.”

Additional detail on take-up of new technologies and viewing patterns (Q2 2012) New in-home technologies

  • 52% of Australians aged 16+ own a smartphone (46% in Q2 2012).
  • 19% of homes have at least one tablet device (15% in Q1 2012).
  • Viewing video on tablets is in its infancy but growing: by Q4 2011, 5% of the total online population used tablets to watch video (2% in Q4 2010).
  • 60% of online Australians aged 16+ use their TV screens and computer screen simultaneously (multi-task) at least some of the time. Of these multi-taskers, 36% are doing so on a daily basis.
  • Household internet penetration is stable at 78%.

Television

  • 95% of all video viewing is on the traditional television set.
  • Australians view an average of 99 hours and 9 minutes (99:09) of broadcast television each month. TV viewing is robust and stable (97:15 in Q1 2012; 100:29 in Q2 2011) (All people figures; TV viewing behaviour fluctuates seasonally, with viewing increasing in winter time).
  • 97% of homes can receive digital free-to-air television (DTT) (92% in Q2 2011) and 77% are now fully converted (every working television set in the home is DTT capable).
  • 49% of homes have a PVR (40% in Q2 2011).
  • The prevalence of DTT and PVRs gives viewers greater choice in both the content and timing of their television consumption.

There is a continuing strong and positive relationship between screen size and propensity to view, with people demonstrating a preference to watch content on the largest screen available:

  • 95% of all video viewing still goes to the traditional TV set
  • The combination of the extended screens (PC and mobile phone usage) for any video content still accounts for just 5% of the video consumption on traditional TV sets:

o 3 hours 58 minutes (3:58) per month on PCs (All People)

o 1:20 per month on mobiles (people aged 16+; Q4 2011)

o 99:09 per month on a traditional TV (All People)