Roy Morgan: 14-24 Year Olds Use Online for Entertainment not Information

Roy Morgan: 14-24 Year Olds Use Online for Entertainment not Information
SHARE
THIS



New research from Roy Morgan reveals the majority of young Australians now consider the internet as a channel for entertainment rather than an information tool.

The research found that most Australians over the age of 14 agree that the internet is far more an information tool than an entertainment tool but among 14-24 year-olds, most now disagree with 52% seeing online as first and foremost a source for entertainment, up from 46% three years ago.

Nationally, just 31% of Australians rate the internet’s entertainment value at least on par with its use as an information resource, up from 29% in 2011.

The biggest change since 2011 is among 50-64 year-olds, who today are almost 30% more likely than they were then to say that the internet isn’t more about information than entertainment (22%, up from 17%).

Australians who consider internet at least as much an entertainment as information tool

Source: Roy Morgan Single Source, July 2010–June 2011 n = 15,483, July 2013 – June 2014 n = 14,827 Australians 14+ who have ever accessed the internet

Tim Martin, general manager – media, Roy Morgan Research, said: “Roy Morgan’s latest data shows that more than three quarters of 14-24 year-olds now engage in one or more entertainment activities online in an average month. More than half of 14-24 year olds have streamed video from services like YouTube, over a third have downloaded or streamed music from services like Pandora and Spotify, and over a quarter have downloaded games from services like Google Play

“Clearly, internet attitudes relate closely to what we most use the internet for. Our data shows that the older generations use the internet more for things like searching for jobs, real estate, comparing banking and finance products, and as a source for travel and health information.

“That said, this research also shows that an increasing proportion of people aged 35-64 think of the internet less as a ‘superhighway’ to get information and more as a channel for entertainment.”

Please login with linkedin to comment

Latest News

IE Digital Appoints Carolyn Butcher As Head Of People & Culture
  • Marketing

IE Digital Appoints Carolyn Butcher As Head Of People & Culture

Innovation and experience company IE Digital has announced the appointment of Carolyn Butcher as its head of people and culture. Butcher brings with her 15 years of HR experience, with her last role at corporate law firm Thomson Geer. In her new role, Butcher will be responsible for creating high engagement with IE’s teams, driving […]

Sydney Digital Agency Cypha Interactive Creates VR Experience For Machu Picchu
  • Technology

Sydney Digital Agency Cypha Interactive Creates VR Experience For Machu Picchu

An interactive virtual reality (VR) experience exploring Peru’s world-renowned Machu Picchu and its surrounding sites has been launched by Sydney-based digital agency Cypha Interactive. Machu Picchu is a UNESCO World Heritage Site and arguably the world’s most famous archaeological site, but it remains largely inaccessible to the outside world. Machu Picchu 360 allows users to […]

Contiki And oOh! Media Campaign Sends 300% More Uni Students Packing
  • Campaigns

Contiki And oOh! Media Campaign Sends 300% More Uni Students Packing

A campaign that tapped into the university market through integrating OOH advertising with native content delivered Contiki a three-fold increase in bookings. The campaign to push Contiki’s 2018 European packages included customised creative based on time and day running on Locate by oOh!’s Study digital screens across 99 university campuses nationally, coupled with a three-part […]

Red Agency Grows Partnership With The Whiddon Group
  • Marketing

Red Agency Grows Partnership With The Whiddon Group

NSW aged care specialists The Whiddon Group – a longstanding PR and social client of Red Agency – have widened their remit to include content, paid social and SEO in line with the evolution of the aged care sector. Whiddon, which celebrates its 70th birthday this year, delivers care services that enable quality of life […]

Adobe Study: Aussie Zs Learn Best Through Creativity & Hands-On Experience
  • Marketing

Adobe Study: Aussie Zs Learn Best Through Creativity & Hands-On Experience

Adobe has released its “Gen Z in the Classroom: Creating the Future” study that has found Aussie Zs (those born after 2000) are feeling unprepared for the unpredictable workplace of the future and want a greater focus on creativity and hands-on learning in the classroom. You can read the study in full here. The study found Australian students and […]

Image lead story Toby’s Estate Taps Influencers To Launch First Concept Coffee Range
  • Campaigns
  • Marketing

Toby’s Estate Taps Influencers To Launch First Concept Coffee Range

Toby’s Estate Coffee Roasters has launched its first ever concept coffee range – the Underdog Series. The series shines a spotlight on the world’s relatively unknown, but emerging specialty coffee producing regions. The Australian business leads the local market in selling specialty coffee from regions including Uganda, Malawi, Mexico and Myanmar. For the first time, […]

Image lead story Our Revolution Shows Off Packaging For New Smallgoods Player The Smokeman Brothers
  • Marketing

Our Revolution Shows Off Packaging For New Smallgoods Player The Smokeman Brothers

Locally-sourced Australian brand The Smokeman Brothers, has hit shelves with packaging mastered by independent creative agency Our Revolution. The Smokeman Brothers is different to your average deli meat. It is a range of premium crafted meats, made in Australia, and authentically smoked using sustainable timber sourced from the Victorian Highlands and The Riverina regions. Our […]

Influence Marketer Hypetap Recruit Unruly & Pandora Staff
  • Marketing

Influence Marketer Hypetap Recruit Unruly & Pandora Staff

The influencer marketing provider Hypetap has appointed its first Sydney hires with Nick Robson as its commercial director and Naz Fathi as sales manager. Robson will set up a team in Sydney and head the company’s sales division with a focus on growing Hypetap’s current client portfolio, maintaining relationships with existing clients, as well as identifying partnership […]

Sarena Williams (& Baby Stand-In) Star In Emotion-Charged Gatorade Ad
  • Campaigns

Sarena Williams (& Baby Stand-In) Star In Emotion-Charged Gatorade Ad

New mum and tennis, sporting legend, Serena Williams, is the star of an emotionally-charged new ad for sports drink maker, Gatorade. Throughout the ad, Williams talks of her hopes and expectations for her new daughter, Olympia, who was born in early September. Interestingly, the 100-second ad never shows any Garorade product and viewers only learn of […]

by B&T Magazine

B&T Magazine
Aussie Netflix Watchers Vote The Brand Number One For Consumer Advocacy
  • Marketing

Aussie Netflix Watchers Vote The Brand Number One For Consumer Advocacy

Aussie Netflix customers are the strongest advocates for the brand reveals the latest findings of the the YouGov 2017 Brand Advocacy Rankings. The rankings are calculated by measuring recommend scores among each brand’s customers for the twelve-month period through October 2017. Interestingly, car-maker Volkswagen, savaged after 2016’s emissions scandals – has topped the YouGov list for […]

by B&T Magazine

B&T Magazine
Study: Aussie Brands Close The Gap Between Digital Experience & Customer Expectation
  • Marketing

Study: Aussie Brands Close The Gap Between Digital Experience & Customer Expectation

SAP Australia today launched its 2017 Australian Digital Experience Report, revealing that Australian businesses have significantly improved the digital experience they provide, closing the gap to what consumers expect. However, while performance has improved, consumers are still more likely to be unsatisfied with digital experiences than delighted by them.  The report, based on results from […]

Nuttelex Launches First Brand TVC Via Independent The Sanford Partnership
  • Campaigns

Nuttelex Launches First Brand TVC Via Independent The Sanford Partnership

Following a nation-wide qualitative and quantitative research study, independent creative agency The Sanford Partnership has produced a TVC for its client Nuttelex. The TVC has a nostalgic theme with a modern twist and highlights the brand’s healthy credentials. Nuttelex Food Products Pty Ltd started in a small factory in St Kilda in 1932. Now, the family […]

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign
  • Advertising
  • Campaigns

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign

Yarra Trams has appointed Icon Agency to deliver a new passenger safety campaign, following a competitive three-way pitch. The campaign aims to reduce the incidence of slips, trips and falls on trams via Melbourne’s latest safety ambassador, ‘Tram Coach’. Commencing today, Tram Coach will be travelling the Yarra Trams network throughout the week. His mission […]

The Red Republic Appoints New General Manager
  • Marketing

The Red Republic Appoints New General Manager

The Red Republic has strengthened its management team with the appointment of Mai Aristoteli (pictured above) as general manager. Aristoteli joins The Red Republic from Talk PR in London, where she has worked for nine years as a board director. The appointment of Aristoteli follows The Red Republic managing director Lynn Mooney’s relocation to head-up […]

PR Deadlines Inks Deal With GlobalCom PR Network
  • Marketing

PR Deadlines Inks Deal With GlobalCom PR Network

Sydney-based agency PR Deadlines has extended its global reach after inking a partnership agreement with the GlobalCom PR Network. The agreement gives PR Deadlines’ clients access to some 70 independent agencies covering all European Union states, as well as 60 more in countries worldwide. In turn, clients of affiliated agencies will have access to PR […]

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador
  • Marketing

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador

InstaReM, which offers international money transfers to individuals and businesses, has signed on Australian wicketkeeper Matthew Wade as the sports face of the brand. InstaReM lists Australia as its founding market, having begun life here in 2014. Since the company’s modest start in Australia, InstaReM has since successfully spread its wings to other corridors by […]

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine