Australians are increasingly using Internet-connected devices to complement their viewing of TV and other video sources, according to the latest report from OzTAM, the official source of Australian television audience measurement.
Its recently released Australian Multi-Screen Report for the fourth quarter of 2014 shows Australians still use their traditional TV sets for the overwhelming majority of time they spend watching TV, but more are also watching video on smaller, connected devices such as tablets and smartphones – and spending longer at it.
OzTAM estimates Australians now spend 1 hour 56 minutes each month watching online video on a mobile phone (up from 1:20 a year ago), and 1:47 on tablets, compared to 50 minutes a year ago.
It estimates some 40 percent of Australian homes now have tablets (up from 27 per cent in Q4 2012); while 68 percent of Australians aged 16-plus own a smartphone; and Internet-capable TVs are now in 23 percent of homes.
“Australians’ viewing patterns are also broadening as they move between devices such as PCs/laptops, smartphones and tablets in addition to their television sets,” OzTAM notes
It says “strong” broadcast TV viewing – up more than 90 minutes a month across the population compared to Q4 2012 – indicates people are using these additional screens to complement, rather than replace, the time they spend watching traditional TV.