Australians spend almost ten hours a day connected to the internet and consuming media, according to research by Datamonitor Consumer.
The findings, which were gathered from 25 countries, ranks Australia number four on a list of consumers who engage most with online media. The US takes the top spot with an individual's average daily consumption coming in at 11.3 hours, then Canada at second place (10.6 hours) and in third place, Singapore (10 hours). Australians on average spend 9.9 hours a day glued to an online device.
The research suggests that online engagement often doesn't come at the expense of other types of media consumption such as TV and radio. It claims that media multi-tasking is on the rise, with most people spending time doing both activities at the same time.
However, traditional radio it says, comprises 15% of Australians’ media consumption time, down from almost one-quarter (23%) in 2008. Datamonitor Consumer created an infographic which offers a snapshot of some of its global research findings.
Katrina Diamonon, senior analyst at Datamonitor Consumer notes that “media multi-tasking” is characterising modern media behaviours: “Media consumption no longer follows a linear pattern. There is a lot more overlap in media usage as a result of connected mobile devices that allow consumers to access content from different channels simultaneously.”
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