TV continues to engage Australians
Louise Duffy | 27-02-2014
Appointment-based TV dominates TV consumption in Australia, with 98% of viewers watching TV live, according to research from Yahoo!7's annual companion report.
The research also showed that 67% of respondents watch TV on devices, predominantly on laptops, but also increasingly on tablets and mobile phones. Meanwhile, 88% of people watch TV with another device by their side, generally a smartphone with 82%, although 61% of respondents said they have a laptop and almost half have a tablet device.
Caroline Casey, Yahoo!7’s Director of Product and Audience, said: “Yahoo!7 is committed to bringing users the best product and the most immersive digital experiences, personalised to their interests, across screens and platforms. When we talk about companion experiences, we’re not just talking about what happens when the programme is on air, we’re also talking about how we sustain, build and engage our audiences with the programmes they love.”
The research, which was conducted by an external panel provider in November-December 2013, used a national sample that was representative of the Australian television viewing public, across age, gender and location, with 1,217 respondents.
Its main findings include:
• 98% continue to watch TV live
• 58% of consumers watch their favourite TV shows via online catch-up TV
• 40% of survey respondents engage with television programmes online, making TV
consumption even more immersive
• 82% of consumers watch TV with their mobile phone nearby and 61% have their laptop
at their side while watching TV
• Social media is increasingly influencing consumer television consumption, with 40% of
consumers becoming aware of a TV programme because of a mention or
recommendation on social media