Percentage of Australians that agree they “like to surf the net while watching TV”
Roy Morgan Single Source (Australia): October 2011 – March 2012. Sample: (average 6 month sample, n=10,683).
For the six months ending March 2012, Smartphone and Tablet owners were at least 50% more likely to agree they “like to surf the net while watching TV” compared to the average Australian aged 14+.
Percentage of portable device owners that agree they “like to surf the net while watching TV”
Roy Morgan Single Source (Australia): October 2011 – March 2012. Sample: 6 months to March 2012, n=10,032.
Andrew Braun, Mobile, Internet and Technology Industry Director, Roy Morgan Research, says:
“Given the adoption of portable internet enabled devices (such as Smartphones and Tablets) and their “anywhere, anytime” access to information, it is not surprising to see this trend emerge.
“This ‘multi-screen’ TV watching environment creates a number of challenges and opportunities for TV stations. Is surfing the net at the expense of TV show engagement or is it part of the engagement model itself?
“Media companies and Advertisers would be wise to better understand the role these portable internet devices play in TV show engagement and advertising effectiveness.”
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