Oz Couch Potatoes BUT Tabs Rising: Survey

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We still love TV but tablets are a-rising.

201205250241274857d 300x300 Oz Couch Potatoes  BUT Tabs Rising: Survey
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That’s according to Deloitte’s State of the Media Democracy survey, which reveals TV is still loved by most Aussies with a massive 64% of us saying we are still avid couch potatoes.

However, while we’re laying on the couch watching the likes of The Voice or Masterchef, three out of five are also multitasking, clicking away on our tablets or smartphones.

This comes as live voting on live TV, tweeting and other interactive viewing come into play from like of Channel Ten’s fango “social way to watch TV” as well as ABC’s current affairs shows with live twitter feeds.

“In fact six out of seven of the top multitasks occur on an electronic device,” Clare Harding, Deloitte Technology & Media Partner, said.

“It seems the tablet has really kicked along our multi-tasking behaviour whilst in front of the TV.”

But tablets have skyrocketed in Australia with more than 1.4 million sold last year.

13% of OZ households own at least one tablet and many now lay claim to owning several of the devices like iPad, Samsung Galaxy Tab or Acer Iconia.

And we have the biggest tablet penetration in the world after the US and adoption is nearly equally distributed across all age groups, although Gen Xers (29-45 years) have the highest ownership rates.

Deloitte analysts also forecast even higher ownership rates this year, with many households already owning a tab buying yet another device.

31% of tablet owners indicated that their beloved device was more valuable than any other media device they owned.

But the report also suggests massive tab ownership could spell the death knell for laptops, with almost half of those surveyed saying they use their tab instead of a laptop or PC for computing at home. This is despite the fact laptops/netbooks have the highest penetrationof all devices in Oz- with a massive 73% ownership.

And the same goes for smartphones in Oz, which has one of the highest ownership rates in the world – 46%  – outstripping even the tech savvy nations of US, Japan and Germany.

On the TV front, Internet TV is now more in demand from Aussie viewers than ever with 63% of us saying we would like to view online content on our TV screen, meaning good news for Samsung, LG and Panasonic all of who are pushing their IPTV ready and Smart TV’s.

However, just 10% of us currently own a Internet enabled Smart TV globally, according to the survey.

 

“Our research tells us that converged consumption of media and entertainment content in front of the big screen is well past the ‘tipping point’,” Harding said.

However, the number of IPTV ready TV sets in Oz currently is still  pretty low, Tampling admits, although if you include secondary devices like Apple TV it is rising steadily.

But it looks like the other traditional mediums including the humble FM radio is still widely used among Aussies with three out of five Aussies admitting they own a radio, although this was highest among 46-75 year olds.

Deloitte quizzed more than 2000 Australians aged 14-75 year olds for the State of the Media Democracy survey.

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