Box Still Tops in Oz
AUSTRALIAN viewers still prefer watching traditional TV on conventional sets, according to the latest Australian Multi-Screen Report.
Some 93% of all TV viewing is live and for the most part watched on conventional TV sets, the report noted. Catch-up and multiscreen viewing, despite the global hype, is miniscule by comparison, but it's not for lack of choice. The report found that 22% of all homes in Oz are internet capable, 37% have tablets and 53% PVRs.
The report is based on a third quarter 2013 study by Nielsen, OzTAM and Regional TAM, all official television audience measurement (TAM) firms. Catch up within seven days of first broadcast accounts for only 7% of viewing; playback between eight and 28 days of original broadcast accounts for less than 1% of all TV viewing.
Viewers watch TV an average of 95 hours and 51 minutes per month on conventional sets. Viewers watch broadcast or non-broadcast video online an average of only five hours and 18 minutes a month. Smart phone users account for 67% of all Australians over the age of 16 but they watch programming on their devices on average only one hour and 20 minutes per month. --This report courtesy of Don Groves for C21.