Australian media preferences shift between breakfast and dinner

Josh McDonnell
By Josh McDonnell | 3 April 2018

Australian audiences consume more media after dinner than at breakfast and their preferences for media device changes at different times of the day, according to research from Roy Morgan.

The study, which polled more than 15,500 people about their media habits, found 88% consume media after dinner compared to 75% at breakfast time, and that TV viewing habits changed dramatically throughout the day – 58.2% view television after dinner compared to 21.9% during breakfast.

Conversely, radio was the most popular media at breakfast time with 27.9% of people polled and the proportion dropped to only 3.6% after dinner.

Roy Morgan research overall media consumption 2018

The study found online activity is preferred by 38.5% of Australians after dinner while 24.7% of Australians go online at breakfast.

Further examination into the social media aspect of consumption reveals a smaller gap between the two; 28.2% after dinner and 20.9% at breakfast.

“Exploring media preferences in detail is an essential input for developing effective media strategies to reach existing and potential customers," Roy Morgan CEO Michele Levine says.

“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."

The results are used by media buyers as one data source, among many, to help drive good media planning for clients. 

Amplifi Australia chief investment officer Ashley Earnshaw tells AdNews: "Importantly, we would also look within channel, with more in-depth data to inform our implementation responses, as well as outside traditional channels in how our audiences interact with our clients’ brands."

The research also revealed generational preferences, with overall consumption of media at breakfast time declining in younger generations born after 1960.

Over 80% of pre-boomers and baby boomers consume media at breakfast time compared to 77% of Generation X, 72% of Generation Y and just under 70% of Generation Z.

breakfast media preferences

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