australians devote 52% of screen time to mobile devices
DESCRIPTION
Anyone who has a gen Z at home, knows a gen Z or has observed one in their natural habitat will tell you that in 2014 one screen isn’t enough. With the introduction of the smart phone has come a new and more portable way to access the internet, and with easy and reliable access has come far greater use. It’s not only the kids who are using multiple devices—the TV alone isn’t holding our attention like it used to, for any of us. The ability to search for and watch the videos we want on YouTube or check for Facebook updates while watching the latest Game of Thrones episode is fast becoming a common practice for consumers of entertainment in Australia and worldwide. See what this means for the future of effective marketing.TRANSCRIPT
Australians devote 52%
Screen Timeto mobile devices
Anyone who has a gen Z at home, knows a gen Z or has
observed one in their natural habitat will tell you that in 2014
one screen isn’t enough. With the introduction of the smart
phone has come a new and more portable way to access the
internet, and with easy and reliable access has come far
greater use.
It’s not only the kids who are using multiple devices—the TV
alone isn’t holding our attention like it used to, for any of us.
The ability to search for and watch the videos we want on
YouTube or check for Facebook updates while watching the
latest Game of Thrones episode is fast becoming a common
practice for consumers of entertainment in Australia and
worldwide.
Just this month, Nielsen and IAB Australia have released data
that highlights the trend. A staggering 52 per cent of Australian
screen time is now devoted to mobile devices. To go into more
detail, the study found that the average digital screen time for
per person for the month of June was:
• 38 hours computers (desktop and laptop)• 29 hours smart phones (browsing net and apps)• 24 hours tablets (browsing net and apps)
The study found that we are predominantly using smart phones
and tablets for apps with 86 per cent of the average 53 hours
per month being devoted to this. The majority of apps being
accessed are social apps (like Facebook, Instagram, LinkedIn,
Twitter or Google+) and gaming activities (like Plants vs
Zombies, Scrabble or Cut the Rope).
It was also highlighted that Australians are highly social when
compared to the consumption patterns of other countries.
Director of Research at IAB Australia, Gai Le Roy has pointed
out that nearly half of all application time is being devoted to
social media brands. Furthermore, Australians access social
media applications at a particularly high rate across all
platforms.
In the United States, a 2014 report by comScore found that the
social media brands being most often accessed via mobile
device were:• 98% … Instagram • 92% … Pinterest • 86% … Twitter
• 68% … Facebook• 46% … Tumblr• 26% … LinkedIn
It was also discovered that Australians love using their mobile
devices to access the news with 14 per cent of browsing time
devoted to news sites. A larger amount of time when compared to
those living in the United States who dedicate only 11 per cent of
screen time to the consumption of news and current affairs.
With the results of this revealing study into our usage patterns
when it comes to mobile devices and the internet, it’s difficult to
argue that content marketing via social media channels does not
deliver a valid audience to effectively communicate a brand.
With increased mobile screen time being devoted to social apps
like Facebook, LinkedIn, Google+ and Twitter, successful marketing
in 2014 requires the engagement of this growing mobile audience.
Making the most of social media to promote brands, products
or services isn’t difficult. The use of owned media channels is
on the rise and good content marketers are already taking
advantage of the great potential offered by such channels.
The team at Infodec Communications are public relations and
content marketing experts. Our marketing experts can provide
solutions for any offline or online communications problem.
Lost for words? Contact us today to discuss what we can do for
your business.