More Australians are watching television on multiple screens and not reliant on their standard television set, a survey has found.
The Australian Subscription Television and Radio Association has found 1 in 3 households regularly use laptops, mobile phones, personal data devices and iPads to watch, in addition to standard TV sets.
“These findings clearly show the growing appetite of Australians for more options to access television programming anywhere and anytime through a mix of devices,” said ASTRA CEO, Petra Buchanan.
“This survey shows it is all about choice and control over your television viewing. Australians are seeking greater variety in television programming and that desire really drives the decision to have subscription television,” she added.
The survey of more than 300 television watching households found:
* 34% are watching programming regularly on screens in addition to their TV sets;
* 81% said choice of programming drove their decision to have subscription TV
* 52% said they get a variety of programming on subscription TV not found elsewhere
“The most popular alternative screens are personal computers (80%) and Laptops or Notebooks (48%) followed by iPhones (34%).
“The findings also present some interesting demographic comparisons, for example; those aged under 25 years used the iPod to view television more (25% compared to 16% across all age groups) and older viewers aged 34 to 44 years used the iPad the most (24% compared to 11% across all age groups)”, said Buchanan.
In 2010, Pay TV viewers watched 4:39 hours of television per day on the traditional “set” compared to 4.07 hours for all viewers.