Australian Smartphone and Tablet Data

TV Losing the Battle with Online Devices

According to Deloitte, watching TV is about to be overtaken by the internet as our preferred source of entertainment.  Until now, Australians have ranked watching TV as their number one entertainment activity.  But using the internet has been increasing in popularity at a rate of 10% every year. If this rate of growth continues, the internet will overtake TV as the preferred source of consumer entertainment this year.

If this rate of growth continues, the internet will over TV as the preferred source of consumer entertainment this year.

Deloitte’s Media Consumer Survey for 2014 focussed on 4 generations of Australian consumer; Millenials aged 14 – 30, Xers aged 31 – 47, Boomers aged 48 – 66 and Matures aged 67 and above.  Identifying significant variation amongst the younger Millenial age group, the report splits out the 14 – 24 year olds as Trailling Millenials and 25 – 30 year olds as ‘Leading Millenials’.  This last group are particularly online-media savvy, with 47% likely to consume most or all movies and television series’ online in the next 12 months.   But it’s not just the Millenials changing viewing habits.  72% of survey respondents regularly binge on their favourite TV shows, watching multiple consecutive episodes in a single sitting.  This behaviour demonstrates that consumers increasingly want access to media content on their own terms, rather than via traditional television scheduling.

Deloitte Media Consumer Survey 2014

Source: Deloitte Media Consumer Survey 2014

Our device usage is also changing rapidly.  More than half of Australian respondents have become digital omnivores, owning all three of a smartphone, tablet and laptop.  We are significantly more omnivorous than our US counterparts, of whom only 37% have access to all three devices in their home. This growth of almost 30% in the last year in Australia is largely driven by tablet ownership which has increased rapidly here.  In fact, it is the Mature category leading this growth locally.  Nearly half of Australians aged 67 and over now have access to a tablet, with this age group now more likely to have a tablet than a smartphone.

Deloitte Media Consumer Survey 2014

Source: Deloitte Media Consumer Survey 2014

The survey identified that Australians tend to use tablets primarily for consuming content – as a a communications and entertainment device, rather than a functional device for creating or producing content.  However Boomers and Matures are more likely to carry out functional online tasks like doing banking or taking photos using their tablet, while the younger generations prefer to use tablets to watch TV and listen to music.

Over 48s – Functional users of tablets

  • Email and Communication
  • Banking
  • Reading news and eBooks
  • Taking Photos

Under 48s – Entertainment users of tablets

  • Watch TV shows
  • Listen to music
  • Stream movies

Multi-tasking continues to be a common practice in Australia, with 49% using smartphones to multi-task while watching TV.  According to Deloitte almost a quarter (21%) of multi tasking activities now relate directly to the program being watched.  In other countries like China (30%) and Germany (41%) consumers more regularly engage with content on their smartphones that supports or relates to what they are watching on TV.  In Australia we are in the early days of Companion Apps and device specific content for TV viewers. You can read more about the Australian companion app and catch up TV market in our recent article Is TV The Second Screen Now?

Source: Deloitte Media Consumer Survey 2014

Source: Deloitte Media Consumer Survey 2014

Smartphone ownership also continues to rise, with the survey identifying 81% of respondents now own a smartphone, up 21% over the last 3 years.  The highest growth over the past three years has been among Matures and Boomers, who previously had the lowest smartphone penetration.

Mobile Advertising is becoming increasingly influential with 22% of survey respondents ranking mobile ads as having a medium to high influence on their buying decisions.  While online search, banner advertising and pop-ups have declined slightly in their influence on consumers, newer ad models like those delivered through mobile apps, social media or during or after online video are having more impact than in previous years.

Although there is little ground breaking news in this latest report, it does serve to validate trends that are often discussed from a global perspective without having the backing of local data.  Deloitte carried out this survey in 8 countries including Australia, US, China, Germany,  Italy, Japan, Norway and Spain, with more than 2300  consumers surveyed in Australia.

 

 

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