Multiscreen report shows internet-connected TVs lifting

The latest Australian Multi-Screen Report was issued this week by OzTAM and shows 27% of Australian homes have four screens (television, computer, smartphone and tablet), up from 16% a year ago

The report, which covers the first quarter of calendar 2013, shows overall television use is strong, while the main household TV set has been constant over the past three years.

Television is in 99% of homes. People watched an average 92 hours and 39 minutes (92:39) of TV per month in the first quarter of 2013.

93% of viewing is Live, with Timeshifted viewing within seven days of broadcast accounting for 6:48.

Internet connected TVs are now in 21% of homes (15% in Q1 2012) and there are an increasing variety of devices attached to the main TV set, such as games consoles, ‘over-the-top’ television services, and PVRs – now in 53% of homes, with 13% having two or more PVRs.

An estimated 31% of homes now have tablets – more than double the 15% estimated in Q1 2012.

Across the online population aged 16 and over, people claim to spend an average 50 minutes per month using tablets to watch any online video, which can include both broadcast TV and non-broadcast content.

While penetration of devices affects the overall incidence of viewing across screens in the broader population, audiences seem to prefer certain screens over others. For example, of people using each device, tablet users spend more time watching online video than smartphone users do. As tablet penetration increases, this suggests overall viewing on these screens will surpass viewing on smartphones.

Simultaneous screen use rises

The percentage of homes with tablets has more than doubled in the past year, from 15% in Q1 2012 to 31% now. 61% of Australians aged 16+ have smartphones (48% a year ago).

The steady take-up of connected devices, and the fact people keep them close by most of the time, has seen an increase in media ‘multi-tasking’ – that is, using more than one screen at the same time – among Australians aged 16 and over.

74% of online Australians aged 16+ say they ever multi-task – up from about 60% in 2011.

79% of that group say they do so at least once a week; 32% say they do so at least once daily; and 54% claim to do so almost every day.

While online Australians under 35 years of age are more likely to simultaneously use TV and the internet, those aged 25 years and above are more likely to do so very frequently (on a daily basis) than online Australians aged 16-24 years. Women also use multiple screens simultaneously more frequently than men[4].

Laptops and desktop computers, which have the highest household ownership rates compared to other devices, are the primary devices used for multi-tasking, although people’s preference to use them for this purpose has declined year-on-year. Meanwhile, as their take-up continues to rise, smartphones and tablets are increasingly the primary devices people use for multi-tasking.

Deborah Wright, Regional TAM chairperson, said: “The latest Multi-Screen Report shows TV at the centre of an increasingly connected Australian household.

“While people watch around three hours of television a day on the traditional TV set, they are also embracing other devices to suit the occasion and enhance their viewing experience.

“This creates rich opportunities for media owners, content producers and marketers to engage audiences across multiple platforms and keep viewers close to the content.

“Regional TAM, OzTAM and Nielsen will continue to monitor evolving audience behaviour to give the industry better insight into how consumers are using new devices.”

Key findings as of Q1 (Jan-Mar) 2013:

·.

· 93% of all TV viewing is live, with playback accounting for 7% (6:48 per month).

· 53% of homes have PVRs, and 13% of homes have two or more PVRs.

· Internet-connected TVs are in 21% of homes (15% in Q1 2012).

· 31% of homes have tablets (15% in Q1 2012). Across the online population aged 16+, people spend an average 50 minutes per month[7] using tablets to watch any online video, which can include both broadcast TV and non-broadcast content.

· 61% of Australians aged 16+ own a smartphone (48% in Q1 2012) and spend on average 1:20 per month[8] viewing any video on these devices (1:20 a year ago).

· 98% of homes have converted to digital terrestrial television (DTT), with 84% having converted every working set in the home to DTT.

· 11.4 million Australians watch some video (both television broadcast and non-broadcast content) online via a PC or laptop each month: an average of 6:43 per month. Such viewing is highest among people aged 18-24 (13:16)[9].

· Household internet penetration is stable at 80%.

· Australians spend on average 51:47 per month using the internet on a PC.

· 74% of online Australians aged 16+ say they ever multi-task (simultaneously watch TV and use the internet). Of that group, 79% claim to at least once a week (60% in 2011). 32% do so at least once daily, and 54% say they do so almost every day[10].

· Viewing of any video via extended screens (PC, smartphone and tablet) accounts for 9% of the video consumption on traditional TV sets:

o 6:43 per month on PCs (All People)

o 1:20 per month on smartphones (People 16+)

o 0:50 per month on tablets (People 16+)

o 92:39 per month on traditional TV set (All People)