Market Data

Multi-Screening Habits Are Here to Stay

OzTAM and Nielsen published a 2016 Australian Multi-Screen Report that documents multi-screening habits of various age groups, and how growing platform, content, and screen choices gradually shift the way consumers view content across various devices. These findings prove Australians are viewing diverse types of content at a dizzying pace. This study makes sense of the changes that occurred in cross-screening trends for Q4 2016. We’ve summarised the study in the interest of mobile marketers optimising their cross-screening strategies:

  • Australians now average 6.4 screens per household, with the majority of screens being internet-capable.
  • 28% of consumers’ TV time doing something other than watching TV or playing back TV-broadcasted content, with almost half of that time being during prime-time hours.
  • Across all types of screens, video is the most popular content format.
  • Although the percentage of users who view TV video content on mobile is relatively small (at 5.6%), these numbers represent heavy viewers.
  • Cross-screening trends are on the rise with more younger audiences taking command of multi-screening habits.
  • 50% of homes have tablets, a 1% increase from the previous year.
  • 84% of Australians ages 14+ own a smartphone, up 4% from the previous year.
  • Household internet penetration remains stable at 80% across the country.
  • Australians who are actively online spend 69 hours and 15 minutes online per month.
  • 13.7 million Australians watch some video on the internet each month, with 25-34 year-olds being the most popular age group.

multi-screening habits

Having more choices and an infinite number of viewing hours throughout the day makes Australians spend less time watching TV and more time viewing on other devices than in the past. Multi-screening habits are here to stay, and the more devices Australians own, the more opportunities they have to view branded content. Whether it be mobile devices, TV, or laptops, viewers want the benefits of accessing their content on the go or whichever device is more comfortable to them in the moment. We’re deep in the era of ‘fear-of-missing-out,’ where the content viewers deem ‘most important’ must be able to be rewatched on any device at any time, again and again. And while TV dominates the majority of video-watching, mobile devices help consumers catch up on live-stream video or other content they’ve missed at a more convenient time. With live-streaming and 360? video on the rise, brands will do best to optimise their multi-screening strategies to adhere to these habits, so that their customers have virtually no roadblocks in watching and accessing the content they want. Whether it be multi- or cross-screening functionalities, or incorporating options that assist them in their multi-screening habits, the companies that allow consumers to maintain control of what they watch will assume the upper hand in serving up winning content.

“Since the report’s inception five years ago, many things have changed, but overall Australians are consuming more media content that ever. However, digging beneath the bonnet reveals that fragmentation of channels and devices is growing the ‘long tail’, meaning Australian audiences are increasingly taking control of their TV viewing, watching video content wherever and whenever they want, and on the device or screen of their choice.” – Craig Johnson, Managing Director, Media, Nielsen

 

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