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Mad Max or Tomorrowland? State of the Nation spotlights the changing Australian media landscape

Roy Morgan Research CEO Michele Levine today presented in Melbourne the latest State of the Nation Report, with a special in-depth look at the Australian Media landscape.

Roy Morgan Research CEO Michele Levine today presented in Melbourne the latest State of the Nation Report, with a special in-depth look at the Australian Media landscape.

Rupert Murdoch may be stepping down and mX has been nixed. Netflix already has over 750,000 local users. Foxtel now owns part of Network Ten. Media owners want new business models and metrics, programmatic trading is on the rise, and over 1.2 million Australians watch YouTube via PC, tablet and phone—all in the same month. It’s a fun time to be in the business of media measurement!    

Australians (14+) spend an average 18.8 hours a week watching TV, 12.8 hours listening to radio, and 3.4 hours reading newspapers or magazines. The average time we spend on these traditional media activities has declined by 8.8 hours a week over the past decade, but this has been more than compensated by our internet consumption.

The average Australian now spends 17.9 hours a week using the internet—13.4 hours of which is leisure usage (that is, not while at work or school).  While online, we can do all the things we used to do offline: watch TV or videos, hear radio or music, read newspapers or magazine content—and talk to friends.

Ten years ago, the average times 14-24 year-olds were spending with TV, radio and print media resemble the wider national norms today. So too, perhaps, the latest 14-24 year-old consumption data may foreshow the wider norms ten years from now.

Australians aged 14-24 now spend just 12.5 hours a week with TV, 6.7 hours with radio and less than an hour and half with newspapers or magazines. Instead, they spend a massive 27.6 hours on average each week using the internet, 22.2 hours of which is leisure usage. That’s right: 14-24 year-olds now spend more time online than with all other traditional media combined

Michele Levine – CEO, Roy Morgan Research, says:

“The media landscape has changed dramatically over the last decade, and will no doubt be a whole new world again by 2025. Roy Morgan intends to stay on top of it all, continuing to track and reveal Australians’ media consumption habits no matter how they develop next.

“The industry is facing some big issues. Owners, buyers and businesses need to adapt—not only to reach fragmenting audiences, but to know exactly who they’re reaching. From cross-platform measurement and scheduling, to more finely tuned audience segmentation and targeting, to the question of online vs offline ad spend, to ROI optimisation and quantifying the quality of exposure—these are the metrics that will become increasingly vital.”  

As usual, this quarterly State of the Nation report also contains the latest statistics on Australians’ attitudes and behaviours, as revealed through extensive interviews across the country.

Access State of the Nation 21 - Spotlight on Media - Slideshow PDF here.


For more information or to organise an interview with CEO Michele Levine, please contact: 

Vaishali Nagaratnam
Telephone: +61 (3) 9224 5309
Vaishali.Nagaratnam@roymorgan.com


About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2