Kristi Barrow

According to the latest Roy Morgan research, Australians spend most time watching TV (43%), then listening to the radio (27%) and using the Internet (21%).

This is in sharp contrast to the latest Nielsen Online research which stated the Internet is the most consumer media in Australia. Of course, Roy Morgan Research director media services, William Burlace, can’t resist taking a swipe at the Nielsen online methodology.

“As Nielsen use an online panel, their results are obviously skewed because their sample will be over-represented with heavy internet users.  With 68.6% of households having internet access, we see growing uptake but there remain many for whom it is not yet an important option. It is surprising how easy it is to fall into the self-projection trap of thinking that everyone is just like us.”

Read the Roy Morgan press release – Australians still spend more time with TV than the Internet