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Television is still king, but not for long: Deloitte

Brian Karlovsky | July 31, 2014
It's official: TV is still king in Australia, but not by much.

It's official - television is still king - but not by much.

The latest Deloitte media consumer survey has found our shift in entertainment preferences to the internet from TV has grown 10 per cent year-on-year for the past three years. When ranking their preferred viewing medium for entertainment, 63 per cent prefer the internet, just behind 64 per cent for TV.

However, reading news online has overtaken print.

These are some of the key findings of the third annual survey into how Australians, across four generations and five age groups, prefer to consume media.

It has found that many of the long anticipated digital tipping points are either here, or will be here this year.

The results confirm that more than half (53 per cent) of us are digital omnivores (up from 28 per cent last year).

This 'dosing up on devices' has largely been driven by increased tablet ownership with 63 per cent of respondents now owning tablets as well as laptops (87 per cent) and smartphones (81 per cent), according to the survey of more than 2300 Australians.

It found we are habitual multi-taskers, 79 per cent of us multi-task while watching TV (up 8 per cent from last year).

We also love our apps, especially the social network and weather ones.

We are demanding faster internet speeds and are willing to pay a premium.

We check our social networks a lot -- up 170 per cent since last year.

Advertising on social media is increasingly influential -- a third of us find it influential when it comes to buying decisions.

Deloitte Media Partner and co-author of the report, Niki Alcorn, said digital had come of age in this year's survey.

"Our findings on what we use, where we use it and how, all show that Australians are increasingly sophisticated and savvy when it comes to digital," she said.

"Even the matures and boomers, who are our fastest growing group of tablet users at 42 per cent and 21 per cent compound annual growth respectively, are multitasking while watching TV. They mostly read emails or surf the web.

Alcorn said it was the speed at which we were changing to digital that was most impressive.

"Our shift to social is up 170 per cent, and our shift in entertainment preferences to the internet from TV has grown 10 per cent year on year for the past three to its current 63 per cent preference versus 64 per cent for TV," she said.

"In Australia for instance there is a greater proportion of 'digital omnivores' than in the US (37 per cent) or Japan (17 per cent).

At 53 per cent, Australia is just behind Norway's 57 per cent, although well behind China (63 per cent).

 

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