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

• Intenet, Internet Radio, Internet Video and Video games consumption grew YOY
• Tv, radio and print declined YOY
• Multitasking has now become mainstream. 61% of users watch TV while they are online and 50% listen to the radio.

Download the Nielsen Press Release AUSSIES DITCH THE DESKTOP IN FAVOUR OF WIRELESS TECHNOLOGY