Multi-screening the new normal for media consumption
Individuals are now consuming multiple different media sources simultaneously, according to a study from Roy Morgan research, creating a new challenge for public relations experts. The study found that the number of people who are consuming online media while also watching TV has increased considerably. Among Australians between 18 and 49, this number now accounts…
Individuals are now consuming multiple different media sources simultaneously, according to a study from Roy Morgan research, creating a new challenge for public relations experts.
The study found that the number of people who are consuming online media while also watching TV has increased considerably. Among Australians between 18 and 49, this number now accounts for more than half of total TV watchers, with 51 per cent on the internet when the TV is on.
This is a considerable increase from a few years ago. In 2011, only 36 per cent in this age bracket reported that they were multi-screening instead of focussing on a single medium.
Among younger participants in the survey, these trends were even more pronounced. For example, almost two-thirds (65 per cent) of those in the 18-24 age bracket are consuming other media while the television is on.
As Australians continue to embrace an increasingly fragmented media environment, it is becoming even more important for companies to get the right approach across all of the different media avenues they can access.
Tim Martin, general manager – media at Roy Morgan Research, suggested that this represented a watershed moment in the way individuals consume media.
“It is a milestone in our changing media consumption habits that most Australians in the core television ratings demographic of ages 18 to 49 now say they like to browse the internet while watching TV,” said Mr Martin.
“A fair assumption might be that people with a second screen in front of them are less engaged with the TV, especially during ad breaks – but our research suggests that people who browse the net while watching TV are actually more likely than others to find TV advertising interesting.”
As multi-channel media consumption becomes more mainstream, companies and PR executives will need to consider new ways of reaching their audience, no matter where their attention is focussed.
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