A new study into the media consumption habits of Australians has found that we prefer to listen to the radio in the morning and it’s definitely TV at night.
The study, by Roy Morgan Research, found that Australians’ overall media consumption is higher after dinner compared to breakfast time with 88 per cent of Australians consuming media after dinner compared to 75 per cent at breakfast time.
In the morning the clear breakfast favourite is radio with 27.9 per cent of Australians saying they prefer to listen to radio at breakfast. The other media preferred at breakfast time is reading a print or online newspaper – 16.1 per cent of Australians read a newspaper at breakfast while only 2.5 per cent do so after dinner. Interestingly, 13.8 per cent of Australians read print newspapers which are preferred to online newspapers read by 9.4 per cent of Australians.
Australian Weekday Media Preferences – Breakfast v After Dinner
When it came to evenings, TV viewing was preferred by 58.2 per cent of Australians compared to 21.9 per cent at breakfast time;
Online activity is preferred by 38.5 per cent of Australians after dinner compared to 24.7 per cent of Australians who like to go online at breakfast. While 21 per cent of Australians like to read a book after dinner but only 5.2 per cent do so at breakfast;
Playing games on a console, computer, mobile phone or tablet is much more strongly preferred after dinner with 18.1 per cent of Australians compared to 6.2 per cent at breakfast time.
The new research on media preferences by time of day also provides deep insights with how different demographic groups are similar or different in what media they prefer to consume and when they prefer to consume it. It shows clear momentum of the internet with the younger generation.
Overall consumption of media at breakfast time declines in younger generations born after 1960. Over 80 per cent of Pre-Boomers and Baby Boomers consume media at breakfast time compared to 77 per cent of Generation X, 72 per cent of Generation Y and just under 70 per cent of Generation Z.
Commenting on the study, Roy Morgan CEO, Michele Levine, said understanding how diverse consumer groups engage with media at different times of the day is vital to properly targeting advertising to reach consumers in a cost-effective way.
“These sorts of analyses give valuable insights into media receptivity similarities and differences both within and between selected target markets,” Levine said.
“Exploring media preferences in detail is an essential input for developing effective media strategies to reach existing and potential customers.
“It’s so easy to assume the ‘traditional media’ belong in the past. This new research, that specifically focuses on social media and new digital media within the total media context shows clearly that TV is still the preferred media after dinner; radio rules at breakfast. However the overall trends are all foreshadowing a move to a more digital media world.”
Please login with linkedin to commentRoy Morgan
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]