New research has suggested that listening is becoming the default consumption mode for TV, with 75% of Australians now partaking in some form of multi-screening behaviour.
The study by IAB Australia and research company Pollinate found 75% of people partake in some form of multi-screening, 60% often use another screen while watching TV, and of multi-screeners only 5% watch TV exclusively without any other screens.
IAB director of research Gai Le Roy said: "There's no doubt that TV still holds an important place, particularly dominating the evening 'gathering' time, but as consumers increasingly multi-screen it's valid to suggest that TV is in fact becoming the new radio – with consumers listening while doing other things rather than watching it exclusively.
"If advertisers aren't making full use of digital to amplify their TV campaigns, then it's very likely that they are missing out on a considerable swathe of consumers."
Pollinate chief executive Howard Parry-Husbands said: "This research demonstrates the power of passing on 'sticky messages' to drive advocacy. Without a doubt, it highlights the stark reality that the second screen is the primary source of advertising for youth. Indeed, without an integrated digital strategy, marketers should be aware that the impact of TV on youth is diluted, as if the TV were on mute."
According to the study, multi-screen behaviour provides an "amplification effect" through digital and social media, with 35% of people actively discussing the show they are watching and 15% discussing the products or brands they saw advertised.
The IAB study also found that social media use in conjunction with TV viewing was largely the domain of women, driven by FONK or 'Fear of Not Knowing'. FONK was found to be the new FOMO, or 'Fear of Missing Out', described as the "need to be in the know with insatiable information gathering, rather than it being a thirst for knowledge".
The IAB Multi-Screen Study surveyed over 2,000 Australians on their screen media habits, with 880 respondents then participating in a one-week real-time device usage log.
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