The traditional TV set is still the favourite screen

The traditional TV set is still the favourite screen

Multi-screening may be have exploded onto the scene in 2012, but TV remains the firm favourite.

A new report by Nielsen and TV audience measurement company OzTAM has revealed that television remains the focus of Australians’ screen activity.

Aussies now spend about 100 hours a month watching broadcast TV on the traditional television set. Playback viewing accounts for almost seven of those 100 hours, and internet-connected TVs – now in 18% of homes – is adding to the time spent in front of a screen.

A total of 95% of all viewing is dedicated to the traditional TV, with an average of 99 hours and 54 minutes per person per month (up from 97 hours and 15 minutes in Q1 of 2012). And 93% of all viewing is live TV, with playback accounting for 7%.

Meanwhile, tablet viewing is still minimal, but is growing. In Q4 of 2010, 2% of Australians used tablets to watch video. By Q4 of 2011, this figure had grown to 5%.

Other findings in the report include that 45% of people watch some video content online via a PC or laptop each month, 22% of home have at least one tablet device and 45% of Aussies aged 16 and over own a smartphone and spend on average one hour and 20 minutes a month viewing video content on their phones.

Matt Bruce, managing director of Nielsen’s Media Group, said: “We continue to see that as Australians gain access to now four key screens across TV, PC, tablet and mobile, they consume more video, contributing to a long term trend of Australians being some of the most enthusiastic consumers of media in the world.”

Doug Peiffer, CEO of OzTAM, added: “The prevalence of new technologies gives viewers greater choice in where, when and how much television they view.

“The insights provided by the Australian Multi-Screen report give the industry greater clarity on evolving consumption habits. It shows the hub of consumers’ screen activity remains on the television set, with people adding to their viewing with new devices.” 

Please login with linkedin to comment

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]