Australians spend more time using their smartphones now then watching TV as we dive into the age of multiscreen.
The report from research company, Millward Brown, examined multiscreen use and behaviour across 30 countries and explored consumer receptivity to advertising on TV, smartphones, laptops and tablets in the 2014 AdReaction Report.
According to the study, Australians spend about six and a half hours each day staring at a screen, however 113 minutes of that time is usually spent consuming another screen at the same time, res resulting in a typical daily screen time of just under five hours (or 285 minutes).
Only 11% of consumers consume screen time which is “meshed”, meaning the use of a TV and a second screen for related content.
We’re behind on the global average of 14%.
However, apparently we’re really good at “stacking” our screens as 28% of Aussie consumers “stack”, meaning we watch something on TV, and use a second screen for unrelated content.
This puts us above the global average of 22%.
“The research provides valuable insights for Australian marketers who are under increasing pressure to account to the C-Suite level for every marketing dollar spent” said Mark Henning, head of media and digital, Africa, Middle East and Asia Pacific (AMAP).
“All marketers know their consumers are spending more and more time multiscreening but detailed information as to precisely how they are using these screens is required to successfully plan and execute synergistic multiscreen campaigns.
“These results show that Australians are comfortable switching between screens but that they require compelling reasons to mesh content.”
Looking towards Aussies’ consumption of screens each day, the report found 132 minutes are spent on smartphones, 125 minutes are spent on TV, 102 minutes on a laptop and 37 minutes on a tablet.
It seems smartphones are generally used throughout the day, spiking more at night, however TVs appear to be consumed much more at night which coincides with people getting home from work.
Tablets appear to be relatively stable in their use throughout the day, whereas laptops seem to dip around 6pm, possibly when people get home from work?
Looking more towards what platform people favour for their ads, it appears TV is a clear winner with 27%, with tablets the least with 12%.
The report also looks into what platform attention to ads is best on, with TV another clear winner with 62%. Laptops come in second with 37%, tablets after with 33% and smartphones coming in last for attention with 31%.
Check out the rest of the study here.
Images sourced from Millward Brown's 2014 AdReaction Report.
Please login with linkedin to comment
Following a competitive and comprehensive tender process, the University of Tasmania has appointed independent digital media agency Pivotus to its digital advertising strategy, buying and analysis. As part of its engagement, Pivotus will appoint a dedicated account manager to be based in Hobart. They will work with the University and service the agency’s growing list […]
The Independent Media Agencies of Australia (IMAA) has launched its first radio advertising campaign in partnership with ARN to promote the benefits of independent media agencies to businesses. The radio campaign will launch across the ARN network today, which includes the KIIS and Pure Gold networks. It aims to promote the IMAA and the benefits […]
Following a competitive pitch, opr has been appointed by DocuSign to manage its communication and content business across Australia and New Zealand. opr has been appointed to re-position the DocuSign brand, as the company evolves to cover the whole of the agreement process. DocuSign offers solutions to help companies from the preparation of agreements to […]
A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]
Brand design agency ET Collective has announced Sutherland Shire Family Services as the 2020 winner of their new pro-bono initiative, WomenKind x ET. To celebrate 10 years in business, female-led brand agency ET Collective launched ‘WomenKind’, a pro-bono initiative designed to help Australian female entrepreneurs and/or businesses dedicated to helping women with their own brand. […]
It’s abundantly clear that the world’s most famous naturalist, Sir David Attenborough, is no fan of the Donald Trump presidency. Attenborough has previously narrated anti-Trump videos in the famous style of his fabled documentaries. Now the 94-year-old has loaned his voice to a new ad campaign that calls out Trump for being an overweight, corrupt misogynist. […]
Seven today announced Beat The Chasers, a primetime special event series that supercharges its hit game show The Chase with over $500,000 up for grabs. For the first time ever, the greatest quiz brains in Australia will try to beat four of The Chasers at once to have a chance at winning a massive cash […]
Only 28 per cent of Australia and New Zealand’s current jobseekers say they understand what’s required to make a job interview shortlist today, a new study by recruitment firm Hays has revealed. The study alsowhich found a further 33 per cent understand “to a certain extent”. The final 39 per cent admit to having no […]
Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]
In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]