Multi-screening may be have exploded onto the scene in 2012, but TV remains the firm favourite.
A new report by Nielsen and TV audience measurement company OzTAM has revealed that television remains the focus of Australians’ screen activity.
Aussies now spend about 100 hours a month watching broadcast TV on the traditional television set. Playback viewing accounts for almost seven of those 100 hours, and internet-connected TVs – now in 18% of homes – is adding to the time spent in front of a screen.
A total of 95% of all viewing is dedicated to the traditional TV, with an average of 99 hours and 54 minutes per person per month (up from 97 hours and 15 minutes in Q1 of 2012). And 93% of all viewing is live TV, with playback accounting for 7%.
Meanwhile, tablet viewing is still minimal, but is growing. In Q4 of 2010, 2% of Australians used tablets to watch video. By Q4 of 2011, this figure had grown to 5%.
Other findings in the report include that 45% of people watch some video content online via a PC or laptop each month, 22% of home have at least one tablet device and 45% of Aussies aged 16 and over own a smartphone and spend on average one hour and 20 minutes a month viewing video content on their phones.
Matt Bruce, managing director of Nielsen’s Media Group, said: “We continue to see that as Australians gain access to now four key screens across TV, PC, tablet and mobile, they consume more video, contributing to a long term trend of Australians being some of the most enthusiastic consumers of media in the world.”
Doug Peiffer, CEO of OzTAM, added: “The prevalence of new technologies gives viewers greater choice in where, when and how much television they view.
“The insights provided by the Australian Multi-Screen report give the industry greater clarity on evolving consumption habits. It shows the hub of consumers’ screen activity remains on the television set, with people adding to their viewing with new devices.”