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.”
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.