New technologies such as personal video recorders (PVRs), Internet-delivered video, tablets and smartphones, coupled with the availability of digital terrestrial television (DTT), are increasingly impacting Australians’ television viewing habits.
Australia’s first National Multi-Screen Report – compiled by Nielsen together with official Australian television audience measurement providers OzTAM and Regional TAM – reveals the extent to which new technologies are stimulating and enhancing viewing of broadcast content beyond conventional television sets.
Traditional viewing of broadcast content via TV remains strong and growing, up four percent (more than 4.5 hours) in Q4 2011 to 113 hours and 38 minutes, compared to Q1 2011. Time shift viewing further augmented TV viewing, and Australians spent an average of 12 hours per month watching playback TV in Q4 2011, up 39 percent since Q1 2011.
Smaller, more portable internet-enabled devices and improved internet connectivity are also creating new opportunities for Australians to view video content. Although viewing via PC and internet-enabled mobile phones remains low in comparison to conventional TV (PC and mobile phones account for 4% of total video consumption, including non-broadcast video), strong growth has been observed in the past year and is expected to continue. Australians spent an average of 3 hours and 27 minutes per month watching online video in Q4 2011, up from 2 hours and 7 minutes in Q1 2011. Video viewing via mobile phones increased from an average of 35 minutes per month in Q1 2011 to an average of 1 hour and 20 minutes per month in Q4 2011.
The availability of DTT is providing Australian viewers with greater choice of content and 95 percent of homes now have at least one DTT-enabled TV set, up from 90 percent in the first quarter of 2011. Further, 70 percent of homes now receive DTT on every working TV, up from 55 percent in quarter one.
Matt Bruce, head of Nielsen’s media industry practice group in Australia, observes that the introduction of DTT and time-shifted viewing, and the speed with which Australians are adopting new technology which delivers video content anywhere, anytime has impacted the way in which traditional television content is accessed. “For media owners, agencies and advertisers, these findings provide valuable insights into the way media is consumed, thereby helping to understand viewing habits and more successfully reach and engage with audiences across multiple screens.”
For more insights, download the complete Australian National Multi-Screen Report.