Triple Screening the new finding in Telstra 2014 Smartphone Index Report

Nielson Research

Ever sat down to watch TV in your living room with your tablet in hand to check your favourite websites and social feeds? Only to then pull out your phone to check a text message that’s popped in?

You’re not alone! In fact, ‘Triple Screening’ is actually a fast growing Aussie trend among connected smartphone owners, as revealed in the 2014 Telstra Smartphone Index released today.

The Index – our annual study with Nielsen on smartphone ownership and usage amongst Australians – reveals 42 per cent of us are triple screeners, with 69 per cent of 16-24 year olds leading the charge.

The most popular combo for triple screening is Smartphone+TV+Laptop followed by Smartphone+TV+Tablet – and women triple screen more than men.

Smartphone

So what does that mean for the everyday Aussie?

As more people become multi-device owners and are engage in triple screening behavior, the more competition there is for content providers to hold the attention of viewers.

In recent times we’ve seen an explosion of content across platforms. As an example, huge increases in network traffic across AFL.com.au and NRL.com in the past year reflect a desire from sports fans to get closer to the action via a mobile device, while they’re on-the-go.

Such is the demand that last year Telstra and the NRL set up a Digital Media Unit to provide a constant stream of quality content to a growing digital audience. Meanwhile both the AFL and NRL Official Apps have notched up more than 1.3 million and 1 million respective downloads.

In fact, the Smartphone Index tells us sport consumption on smartphones in general has jumped – 44 per cent of active Smartphone users access sport content, which is up 10 per cent from 35 per cent in 2013.

To find out more about how we’re consuming more content via more screens, take a look at our 2014 Smartphone Index Whitepaper.

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