A new report has revealed that while smartphones are now the dominant screen in Australia, consumers still prefer TV advertisements.

Screen time

The data comes courtesy of Millward Brown's 2014 AdRection Report, which found that Australians now spend more time using their smartphone that watching television.

The report, which analysed TV and mobile usage across 30 countries, found the average Australian multiscreen user consumes six and a half hours of screen media every day. 

Out of this, just under two hours (113 minutes) occurs over multiple screens. 

Smartphone smack down

Smartphones account for 33 per cent of this screen time, just pipping TV viewing which comes in at 32 per cent. Laptops are responsible for 26 per cent of screen time, while tablets account for 9 per cent.

It's worth noting that Australian smartphone usage is less than the global average, while TV viewing rates are higher. 

Multiscreen myth?

Interestingly, the report discovered on 11 per cent of multiscreen use is “meshed”, in other words where users are using the second screen for content related to what they're watching on TV.

Perhaps most significantly, Australian consumers remain more receptive to TV than digital advertising, much more than similar markets around the globe.

TV trends

For example, 45 per cent of Australians are receptive to TV ads, while only 27 per cent who are receptive to ads on laptops and PCs and 22 per cent to smartphone ads.

Globally, 39 per cent of respondents were receptive to laptop and PC ads, with a further 38 per cent preferring smartphone advertising.

The stats show that while digital media is slowly overtaking tradition media channels, large parts of the population are proving slower to jump on the online bandwagon, at least when it comes to ad space. 

To find out more visit millwardbrown.com.

If you enjoyed this article then subscribe FREE to the twice weekly SMK Digital Bulletin, click here now or visit www.smk.net.au/subscribe.

Also, click here download a FREE Social Media Policy Research Paper – worth $495. This FREE in-depth 17 page paper features insights from both communications and legal experts at the likes of: National Australia Bank (NAB), Edelman, Corrs Chambers Westgarth, Social@Ogilvy, SMK – Social Media Knowledge, The Victorian Electoral Commission. Or visit www.smk.net.au/downloads for details.