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Click here to purchase the detailed Roy Morgan Report - Time Spent with Media Trends
& here for Roy Morgan Generations' Profiles (Baby Boomer, Gen X, Gen Y, Gen Z etc.)

While Australians as a whole still spend more time viewing television than consuming other media, it is a very different story when looked at by different ‘Generations’¹. Time spent on the Internet for both Generation Y and Z is now at a level that is comparable to television.

Average hours spent on TV/Internet per week by Generation

Source: Roy Morgan Research, April 2009 — March 2010, n=18,892.

Further analysis shows that the amount of time spent per week on the Internet has increased by 71% over the past 5 years (from 7.1 hrs to 12.2 hrs, all people 14+, 12 months to March 2005 compared with 12 months to March 2010) compared to a decline of 4% for television (from 22.0 hrs to 21.0 hrs per week).

This increased Internet usage is seen across all generations.  The greatest rate of increase is among older people. Even though they still have the lowest usage, pre-Boomers internet usage has increased by 74% in the past 5 years - from 2.9 hrs to 5.0 hrs per week.

Changes in the amount of time spent consuming television over the last five years are less dramatic. For all people 14+ the amount of time spent watching television is down 4% in the past 5 years, with the younger generations spending less time and the older generations more time with TV. Gen Y television viewing is down 9% from 19.3 to 17.5 hrs per week; Gen X is down 4% from 21.1 to 20.4 hrs per week; Baby Boomers are up 4% from 22.5 to 23.5 hrs per week; and Pre-Boomers, the biggest television consumers, are up just less than 1% from 25.5 to 25.7 hrs per week.

William Burlace, Director, Media Services, Roy Morgan Research, says:

“Television remains an important media vehicle. Whilst there has undoubtedly been fragmentation of audience with the growth in new digital channels and subscriber television, these new viewing options have also added more choice for viewers - so there has been little overall audience loss in the past 5 years.

“The growth of Internet use has been strong - for under 35’s there is now little difference in the amount of time they spend consuming television or Internet. This medium has shown dramatic growth across all demographics, with the rise of social media contributing as a driver of penetration. Targeting remains a key issue due to the large number of sites available.

“The continued fragmentation of media audiences has made understanding your target market and their media usage increasingly important - our Single Source database facilitates a clear understanding of changing media habits.”

¹Roy Morgan ‘Generations’ definitions:

Pre-Boomers — Pre 1946; Baby Boomers — 1946-1960; Generation X — 1961-1975; Generation Y — 1976-1990; Generation Z — 1991-2005.

To find out more about our Generation Profiles please click on this link to the Roy Morgan Online Store

These profiles provide a broad understanding of the different generation segments, in terms of demographics, attitudes, activities and media usage in Australia.

To view our Report on Time Spent with Media Trends visit Roy Morgan Online Store:

http://www.roymorganonlinestore.com/Browse/Australia/Media/Time-spent/Time-Spent-with-Media-Trend---December-2009.aspx

This Roy Morgan Research report presents a series of tables that show the time spent with different types of media by different demographic groups in the population. Media usage trends and the levels of consumption since 2004 are also included in this report.

For comments or further detail, please contact:

William Burlace, Director, Media Services

Telephone: +613 9224 5288  Mobile:  0401 144 713

Email: William.Burlace@roymorgan.com

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