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Aussies’ Viewing Patterns Broaden
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Aussies’ Viewing Patterns Broaden

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The latest Australian Multi-Screen Report – from Regional TAM, OzTAM and Nielsen, and covering the second quarter of calendar 2015 – shows Australians’ viewing behaviour continues to evolve amid the unprecedented choice people have in both the range of available video content and means of accessing it.
 
Each week broadcast TV reaches 88% of Australians and, on an average day, these consumers watch just under 3 hours of broadcast TV. However the continuing march of technology take-up continues to give Australian consumers more ways to view content.

AUSTRALIANS’ VIEWING OF VIDEO ON CONNECTED MOBILE DEVICES IS GROWING

Across the population 12% of all video viewing takes place on screens other than the TV. This video includes television content viewed on broadcasters’ catch-up and streaming sites and apps as well as non-broadcast content. Though people under age 35 in particular are using internet-connected mobile devices to watch any video, all age groups spend the majority of their video viewing time watching broadcast TV on in-home TV sets.

Craig Johnson, Head of Nielsen’s Reach Solutions, Southeast Asia, North Asia and Pacific said: “The continuing march of technology take-up continues to give Australian consumers more ways to view content. 100 per cent of TV homes receive digital terrestrial television (DTT) and 96 per cent can do so on every working TV set in the house; 57 per cent of households have a PVR and now the rise of the second PVR to 16 per cent, with tablet and smartphone ownership continuing to increase. With all this Australians are still watching 82 hours and 42 minutes a month of live TV, showing the unique position the television set still has in households today.”

OzTAM CEO Doug Peiffer said: “It’s fascinating to see how Australians are spreading their TV consumption across various platforms and devices. Though live TV watched through the TV set still accounts for the vast majority of viewing, people are increasingly taking control. There is more time-shifted viewing, including 8-28 day playback (which isn’t reported in Consolidated ratings); people are using on-demand services including broadcasters’ catch-up and streaming apps and services, along with other video; and there is more ‘binge viewing’. Together such activities are taking a few minutes each day away from live TV viewing. We will continue to monitor this progressive change.”

SUMMARY OF KEY FINDINGS: Q2 (APRIL – JUNE) 2015:

  • Australians watch on average 90 hours and 53 minutes (90:53) of broadcast TV on traditional television sets per month (year-on-year down 6:10 per month).
  • 91% of all broadcast TV viewing is live (82:42) with playback of broadcast content through the TV set within seven days of original broadcast comprising 9% (8:11 per month, up 13 minutes/month YOY).
  • 22.193 million Australians watch broadcast television each month, with average weekly reach at 88% of the population.
  • 100% of Australian television homes can access digital terrestrial television (DTT) channels. 96% can do so on every working household TV set.
  • 57% of homes have PVRs; 16% have two or more (Q2 2014: 55%; 14%).
  • 30% of homes have internet-capable TVs, whether connected or not (Q2 2014: 27%).
  • 47% of homes have tablets (level since Q4 2014, and up from 42% in Q2 2014).
  • 75% of Australians aged 16+ own a smartphone (71% in Q2 2014).
  • Household internet penetration is stable at 80%.
  • Australians spend on average 37:31 per month online (39:27 in Q2 2014). 
  • 13.711 million Australians watch some video on the internet each month (including broadcast TV and non-broadcast content): an average of 7:32 per month (down 36 minutes from 8:08 a year ago). Such viewing is highest among people aged 18-24 (14:58 per month).
  • 88% of all video viewing – across all screens, and including broadcast and non-broadcast content – is on the traditional TV set:
     – 90:53 per month on the TV set (88%)
     – 7:32 per month online via PCs/laptops (7.3%)
     – 2:47 per month on smartphones (2.7%)
     – 2:03 per month on tablets (2%)

Click here to download the full report

About The Australian Multi-Screen Report

The Australian Multi-Screen Report, released quarterly, is the first and only national research into trends in video viewing in Australian homes across television, computers and mobile devices. It combines data from the three best available research sources: the OzTAM and Regional TAM television ratings panels and Nielsen’s national NetView panel, Consumer & Media View database and Australian Connected Consumers report.