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Multi-screen TV approach increasing in Australia

Multi-screen TV approach increasing in Australia

A recent report on the multi-screen habits of Australians has found that people down under are progressively adopting a second-screen approach.

The latest findings of the Australian Multi-Screen Report discovered that, in the second quarter of this year, a third of homes in Australia (33%) have some form of tablet computer – compared to just under a fifth (19%) at the same point in 2012.

While the use of iPads and other devices is increasing, it was still found that the majority of Australians prefer to catch up on the latest TV shows using the standard television set.

However, Erica Boyd of Nielsen, a market research company, said the report’s findings underscored Australians’ “endless demand” for compelling content. She pointed to the fact that Australians have been found to watch more than three hours of TV the traditional way every day – a level of viewing that has remained unchanged for the last five years.

The Report revealed that viewers watch, on average, around 96 hours of television every month.

It was also found that adults claim to spend around 50 minutes a month using tablets to watch videos online – a figure that will likely fluctuate greatly between age groups and other demographics. This figure includes both broadcast and non-broadcast video content.

Other reports have testified to the increasing use of smartphones and tablets in everyday home life – showing that, from a website marketing perspective, it’s increasingly essential for brands to adopt a responsive, multi-platform design.

In the UK, a study conducted for Microsoft Advertising by research firm Sparkler found that around one in three British families communicate within the home using smartphones and tablets – particularly for announcements relating to dinner or questions regarding homework.

Richard Bell

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