[Roy Morgan Research] Roy Morgan Press Releases

Latest Roy Morgan Research figures show that TV remains the most-used medium, with Australians spending on average 21.5 hours per week in front of their televisions. Radio remains the second most popular medium with people listening for an average of 14.2 hours per week, while the Internet comes third with an average of 10.7 hours per week.

Despite recent claims to the contrary (by Nielsen Research) it is only the 14-24 year old heavy Internet users who spend more time on the Internet than watching TV.

Roy Morgan Research surveyed a representative sample of 20,865 Australians aged 14 years and over from January to December 2008 in metro and country areas on their media consumption and consumer habits.

Analysis of the Roy Morgan data by age does reveal nuances. Those under 35 are more likely to have spent the largest part of their media time with television, however engage secondly with the Internet. Over 35’s are likely to turn to radio as their secondary media channel.

The only Australians who are spending on average a greater amount of time with the Internet than television are 14 to 24 year old “Heavy” Internet users (8+ times per week) and those under 35 who watch no commercial TV.

	Total Time	TV	Internet	Radio	Newspapers	Magazines
	(Hours pw)	(Hours pw)	(Hours pw)	(Hours pw)	(Hours pw)	(Hours pw)
All Australians	51.5	21.54	10.73	14.15	3.30	1.74
14-17	40.7	16.8	14.9	6.3	1.3	1.4
18-24	49.1	17.9	16.6	11.1	2.1	1.4
25-34	48.4	19.5	12.6	12.3	2.5	1.4
35-49	51.6	21.0	11.7	14.3	3.0	1.6
50-64	54.6	23.6	8.9	16.3	4.0	1.9
65 and Over	55.8	26.2	4.1	18.1	5.2	2.4

Heavy Internet Users	55.7	19.7	18.2	13.0	3.2	1.6
14-17	49.6	16.3	25.4	5.3	1.3	1.4
18-24	49.3	16.9	18.3	10.7	2.2	1.4
25-34	50.8	18.6	17.3	10.9	2.6	1.4
35-49	54.7	20.0	15.7	13.9	3.3	1.7
50-64	56.7	21.6	13.6	15.8	4.0	1.8
65 and Over	64.4	24.7	13.6	18.2	5.5	2.3

Medium Internet Users	49.7	21.6	8.6	14.7	3.2	1.7
Light Internet Users	45.1	23.2	2.4	14.7	3.1	1.8
Non Internet Users	48.6	25.7	0.0	16.4	4.3	2.2

No Commercial TV	43.8	12.6	12.9	13.7	3.3	1.4
14-17	36.1	9.7	17.8	6.5	1.1	1.0
18-24	40.9	8.8	21.5	6.5	3.2	1.0
25-34	40.9	11.2	13.9	12.2	2.4	1.2
35-49	47.9	13.7	10.4	18.2	3.9	1.7
50-64	47.9	13.7	10.4	18.2	3.9	1.7
65 and Over	50.7	17.8	5.8	20.0	5.0	2.1

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