Australians have firmly caught the binging bug, according to more than 2300 Australians surveyed for Deloitte’s annual media consumer survey, with 72% of participants binging on three or more consecutive episodes of their favourite TV series, 30% of Xers and Millennials bingeing once a month, and 41% of the younger age groups doing so once a week.
The survey also suggests that the internet has almost eclipsed watching TV as the preferred source of entertainment down under, and results confirm that more than half (53%) of Australians are digital omnivores (up from 28% last year). This ‘dosing up on devices’ has largely been driven by increased tablet ownership with 63% of respondents now owning tablets as well as laptops (87%) and smartphones (81%).
The survey also found that Australians are habitual multi-taskers, 79% of us do so while watching TV (up 8% from last year). In addition, they are demanding and want faster internet speeds and are willing to pay for it, with almost 10% prepared to pay over $20 more a month.Deloitte found that there has been significant growth in social, with usage up 170% since last year. Accordingly, advertising on social media is increasingly influential – a third of those surveyed (33%) considered it influential when it came to buying decisions.
“As well as speed, we think the way we consume media is also about convenience,” says Deloitte Media Partner and co-author of the report Niki Alcorn. “For instance when it comes to TV and video content, we rent movie and TV shows using whichever method is most convenient at the time, with a preference for digital emerging. Over the next couple of years almost a quarter of survey respondents say they will subscribe to an online streaming service, with 21% intending to rent a digital copy.And convenience is also key when it comes to watching our favourite TV shows. While live TV on a home system is still the most common way to view (65%), almost a quarter of us will watch the show later on a DVR through the home TV system, or use catch-up services, including a free online video services and a show’s internet site (18%).”