New research has highlighted the enduring popularity of traditional TV despite a rise in smartphone ownership and 'multi-screening'.
The latest Australian Multi-Screen Report by Nielsen, OzTAM and Regional TAM, covering Q2 2012, found Australians watched more than 104 hours of video per month across multiple screens.
Despite 95% of viewing remaining on the traditional TV set, the study found Australians continued to take up new technologies providing increased flexibility in viewing video.
Fifty-two percent of Australians aged over 16 now own a smartphone – up from 48% in Q1 2012 – while 60% reported multi-tasking their TV and computer screens at least some of the time.
OzTAM chief executive Doug Peiffer said: "Australians love TV and are increasingly using new devices to stay in touch with their favourite programs and enjoy video whenever and wherever they wish."
People aged 18 to 24 led the charge, spending nearly six and a half hours per month watching video on a PC – more than any other age group. They also had the highest proportion of TV viewing done as playback at 9.6%, and watched double the average overall amount of video on mobile phones at nearly three hours per month.
Women made up 53% of TV audiences while men dominated online video viewing on PC and smartphones at 61% and 62%, respectively.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at frankchung@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.