Tablets now in 15% of homes
May 23, 2012 An estimated 15% of Australian households now own at least one tablet device, according to the latest Australian Multi-Screen Report covering the first quarter of calendar 2012.
New technologies are creating additional opportunities to view, keeping consumers engaged with broadcast television and enabling them to watch when and where they like.
The report also reinforces findings from the previous edition (Q4 2011): viewing via conventional TV sets remains strong and is rising due to the increasing use of Personal Video Recorders (PVRs), now in 47% of homes, coupled with digital terrestrial television (DTT) penetration approaching 100%.
More digital televisions sets in Australian homes mean more available channels per home, resulting in higher viewing levels. 96% of homes can receive DTT and 74% have converted every set in the home to digital, up from 55% a year ago.
Key findings as of Q1 (January-March) 2012
* An estimated 15% of Australian households now own at least one tablet device
* Viewing of any video (both television broadcast content and other available video) on PCs, smartphones and tablets is growing rapidly, albeit from a small base
* Viewers overwhelmingly watch on the largest screen available to them: 96% of all video viewing still is via the conventional TV set (Viewing via the conventional TV includes broadcast content only; video viewing on second and third screens can include both broadcast and non-broadcast video content.)
* Viewing on conventional TVs is strong with time spent rising 1.2% year-on-year
Doug Peiffer, CEO, OzTAM, said: "The use of new devices will continue to grow – as seen in the estimated 15% of Australian households that already have a tablet device. PCs and mobile devices are creating additional opportunities to view, in the process keeping consumers close to the content.
"Amid the excitement about such technologies though, Australians' TV habits remain largely unchanged. People still enjoy nearly 100 hours of television on the conventional set every month, and 96% of viewing is still to the traditional in-home TV.
"The quarterly insights provided by the Australian Multi-Screen Report provide a better understanding of how much viewing is actually going to various devices – drawing on the best available measurement sources in Nielsen, OzTAM and Regional TAM – to assist the industry in planning and forecasting."
Matt Bruce, MD of Nielsen’s media group in Australia, added: “The Australian Multi-Screen Report again highlights that Australians' fast adoption of smart phones and tablets is in fact broadening the viewing opportunities of TV across multiple platforms.
"Our Nielsen Online Consumer Report 2012 forecasts that growth of tablet use among online Australians will more than double this year to 39%, while smart phone ownership is expected to reach 64%. The rapid rise of these devices and new technologies is further extending Australians’ TV viewing opportunities, and our Multi-Screen report is providing media owners, agencies and advertisers with clarity and actionable insights into the way multiple screens are reaching and engaging with consumers.”
Deborah Wright, the Chair of Regional TAM, said: “The information gathered to produce this report also highlights that multi-screen viewing is consistent right across regional and metropolitan Australia with no material variations in any key findings.”
About The Australian Multi-Screen Report
The Australian Multi-Screen Report, released quarterly, is the first and only national research into trends in video viewing in Australian homes across television, computers and mobile devices. It combines data from the three best available research sources: the OzTAM and Regional TAM television ratings panels and Nielsen’s national NetView panel and Consumer & Media View database.
Sources: OzTAM, Regional TAM, Nielsen
Deborah Wright,
Doug Peiffer,
Matt Bruce,
OzTAM,
Reg TAM,
The Nielsen Company 










