A new study into the digital habits of Australians has revealed that almost half (48 per cent) agree they spend too long on their digital devices with many admitting they spent as much as 10 hours a day on an internet connected device.
However, the study may need to be taken with a grain of salt, as it was conducted by TSA, an industry body whose job it is to promote the paper and print industries. You can read the study in full here.
With 87 per cent of Aussies accessing the internet daily, TSA’s solution was: “That Aussies do know when enough is enough with many choosing to disconnect from the online world and get back in touch with print to reduce the digital overload.”
The study found that 48 per cent agree they spend too much time on electronic devices, with 34 per cent saying they are suffering from digital overload. In addition to this, 52 per cent are concerned the overuse of electronic devices could be damaging to their health, including symptoms of eyestrain, sleep deprivation and headaches.
It found that consumers prefer print for leisure and for consuming news media, reporting that 72 per cent prefer to read books and magazines in print, and 56 per cent prefer to read newspapers in print. To combat digital overload, and align with consumer’s preferences for paper and print, it seems analogue methods are making a comeback.
The study noted: “Similar to the resurgence of vinyl and old school photography, stationary and physical daily planners are flying out the door and companies like kikki.K and Typo among others, are reaping the benefits. What was accused of being dead is coming back and we are seeing more and more consumers turning to print and other analogue channels with 66 per cent believing it is important to “switch off”.
“Australians love affair with print remains, more and more people are prioritising mental health and well-being with the rise of ‘switching-off’ to detox being considered the new counter-culture movement. Stop, relax and flick through the pages,” it found.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
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