Content Marketing Blog

Smartphones and tablets – the new preferred TV-viewing devices?

It's not uncommon these days to spot someone catching up on their favourite show in the morning commute, with tablets allowing us to take our tv-viewing habits on the go.

Around 12 per cent of Australians indicated in a recent survey that they were watching TV shows on online devices such as tablets, smartphones and portable games consoles.

While this behaviour is only skewed to the Trailing (ages 14-22) and Leading Millennials (ages 23-28), the Deloitte survey says this trend is expected to shift up the age brackets in coming years.

According to the Vox Populi: State of the Media Democracy Survey from Deloitte, almost two-thirds of Australians (63 per cent) prefer to watch TV content, on any device, more than any other form of entertainment. Internet follows closely after this, with almost half of respondents (47 per cent) using it for social or personal interests.

The survey also found that Australia has one of the highest smartphone and tablet penetration rates around the world (46 per cent and 13 per cent respectively), with tablet penetration expected to triple in the country over the coming years.

Tablets and smartphones are also increasingly becoming "legitimate substitutes" for longstanding entertainment devices such as laptops.

"In 2012, tablets and smartphones can be thought of as portable playback devices with commuters catching up on their favourite TV shows on their way to work or otherwise 'on the go'," Deloittes states.

"With all of this content being taken out of the living room onto the road (or across the water), content creators and distributors will have to think smarter about catering to multiple devices to attract and retain market share."

The Deloitte survey adds that the challenge for organisations is to "engage consumers further" by creating interactive opportunities, linked to their content.

This may involve engaging audiences with a Q&A session following the screening of an episode through Facebook or Twitter.

A social media strategy can serve to complement these new viewing habits, to ensure you're connecting with your audiences even after the show is finished.

Posted by April Revake.