Australians devote 52%

Screen Timeto mobile devices

Anyone who has a gen Z at home, knows a gen Z or has

observed one in their natural habitat will tell you that in 2014

one screen isn’t enough. With the introduction of the smart

phone has come a new and more portable way to access the

internet, and with easy and reliable access has come far

greater use.

It’s not only the kids who are using multiple devices—the TV

alone isn’t holding our attention like it used to, for any of us.

The ability to search for and watch the videos we want on

YouTube or check for Facebook updates while watching the

latest Game of Thrones episode is fast becoming a common

practice for consumers of entertainment in Australia and

worldwide.

Just this month, Nielsen and IAB Australia have released data

that highlights the trend. A staggering 52 per cent of Australian

screen time is now devoted to mobile devices. To go into more

detail, the study found that the average digital screen time for

per person for the month of June was:

• 38 hours computers (desktop and laptop)• 29 hours smart phones (browsing net and apps)• 24 hours tablets (browsing net and apps)

The study found that we are predominantly using smart phones

and tablets for apps with 86 per cent of the average 53 hours

per month being devoted to this. The majority of apps being

accessed are social apps (like Facebook, Instagram, LinkedIn,

Twitter or Google+) and gaming activities (like Plants vs

Zombies, Scrabble or Cut the Rope).

It was also highlighted that Australians are highly social when

compared to the consumption patterns of other countries.

Director of Research at IAB Australia, Gai Le Roy has pointed

out that nearly half of all application time is being devoted to

social media brands. Furthermore, Australians access social

media applications at a particularly high rate across all

platforms.

In the United States, a 2014 report by comScore found that the

social media brands being most often accessed via mobile

device were:• 98% … Instagram • 92% … Pinterest • 86% … Twitter

• 68% … Facebook• 46% … Tumblr• 26% … LinkedIn

It was also discovered that Australians love using their mobile

devices to access the news with 14 per cent of browsing time

devoted to news sites. A larger amount of time when compared to

those living in the United States who dedicate only 11 per cent of

screen time to the consumption of news and current affairs.

With the results of this revealing study into our usage patterns

when it comes to mobile devices and the internet, it’s difficult to

argue that content marketing via social media channels does not

deliver a valid audience to effectively communicate a brand.

With increased mobile screen time being devoted to social apps

like Facebook, LinkedIn, Google+ and Twitter, successful marketing

in 2014 requires the engagement of this growing mobile audience.

Making the most of social media to promote brands, products

or services isn’t difficult. The use of owned media channels is

on the rise and good content marketers are already taking

advantage of the great potential offered by such channels.

The team at Infodec Communications are public relations and

content marketing experts. Our marketing experts can provide

solutions for any offline or online communications problem.

Lost for words? Contact us today to discuss what we can do for

your business.