Multi-Screening Now On For Young And Older

Young married couple in pajamas sitting in the sofa with newspaper and laptop and watching TV at home
SHARE
THIS



For the first time, most Australians in the key television demographic of age 18-49 now say they like to browse the internet while watching TV, the latest data from Roy Morgan Research shows.

51% of all Australians 18-49 now agree that they like to surf the net while watching TV, up from 36% three years ago.

Way way back in 2011, only among 14-17 year-olds did the majority enjoy multi-screening (53%). But things change quickly, and this habit is now mainstream: today, 65% of those 18-24, 56% of those 25-34 and 41% of those 35-49 like to go online while watching TV.

Multi-screening has also increased in popularity among older Australians during the period, but remains low: 20% of those 50-64 and 6% of those 65 or over, totalling 14% of all Australians 50+.

Overall, 36% of Australians 14+ now like to browse the internet while the telly’s on, up from 27% in the year to June 2011.

But will the rise of multi-screening make TV ads less effective? Our data actually shows that, across all age groups, multi-screeners are actually more likely than average to find TV advertising interesting and to say it gives them something to talk about.   

% of Australians who like to surf the net while watching TV

Source: Roy Morgan Single Source, July 2010–June 2011 n = 18,135, July 2013 – June 2014 n = 16,809 Australians 14+

Segmentation using Roy Morgan’s Technology Adoption Segments indeed shows that those who are interested in the latest technology are now starting to catch up to Technology Early Adopters and Digital Life, with multi-screening growing fastest since 2011 among Australians classed as Professional Tech Mainstream, Technology Traditionalists and Older Tech Explorers.

Tim Martin, general manager – media, Roy Morgan Research, says: “It is a milestone in our changing media consumption habits that most Australians in the core television ratings demographic of ages 18 to 49 now say they like to browse the internet while watching TV.

“Just a few years ago, many parents probably thought their teenaged kids were mad for sitting in front of the telly with a phone or tablet in their hands or a laptop on their laps. Today, many of those parents are now doing the same thing themselves, whether it’s scrolling through a Facebook news feed during the Nightly News, shopping online for a product they’ve just seen advertised, or getting a closer look at Shannon and Simon’s wooden bathtub.

“A fair assumption might be that people with a second screen in front of them are less engaged with the TV, especially during ad breaks—but our research suggests that people who browse the net while watching TV are actually more likely than others to find TV advertising interesting.”

Please login with linkedin to comment

ANZ DDB Group Australia Paid content

Latest News

Tinkerbell Is Putting Vegemite On Pizza
  • Marketing

Tinkerbell Is Putting Vegemite On Pizza

Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
  • Campaigns

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game

Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]

NITV Appoints Peter Noble To General Manager
  • Media

NITV Appoints Peter Noble To General Manager

National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]

IPG Unveils “Remarkable” 15% Q3 Growth
  • Advertising
  • Media

IPG Unveils “Remarkable” 15% Q3 Growth

With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.

by B&T Magazine

B&T Magazine
Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]