By Anhar Khanbhai

New technologies such as personal video recorders (PVRs), Internet-delivered video, tablets and smartphones, coupled with burgeoning up-take of digital terrestrial television (DTT), are increasingly impacting Australians’ television viewing habits, according to a new report released today.

The first Australian Multi-Screen Report – compiled collaboratively by global information and measurement company, Nielsen, and Australia's official television audience measurement providers, OzTAM and Regional TAM – shows the extent to which new technologies are stimulating and enhancing viewing of broadcast content (‘video’) beyond conventional television sets.

The report reveals that viewing of broadcast content via traditional TV sets remains strong and is growing.

Meanwhile, smaller, more mobile and Internet-enabled devices – along with improved Internet connectivity – are creating new opportunities to view video content; although viewing via such devices remains low in comparison to conventional TV viewing, strong growth has been observed in the past year.

95% of all homes have at least one DTT-enabled TV set (up from 90% in Q1 2011) with 70% of homes now receiving DTT on every working TV set in the home (up from 55% in Q1).

44% of households have access to time-shifting devices, such as PVRs (up from 37% in Q1).

There is a strong and positive relationship between screen size and propensity to view, with people demonstrating a preference to watch content on the largest screen available.

Online video viewing is rising but remains small in comparison to conventional TV as 77% of households are connected to the Internet providing potential access to online television video content.

Australians spent an average of 3 hours and 27 minutes per month watching any online video (not just television broadcast content) in Q4 2011, up from 2 hours and 7 minutes in Q1 2011.

Smartphone take-up is increasing but video viewing on such devices remains small. An estimated 49% of Australians aged 14+ years own a smartphone.

While video usage on smartphones has seen strong increases but still trails traditional TV viewing by a long way. Tablet adoption rates have been increasing steadily however.

“The introduction of DTT and time-shifted viewing, and the speed with which Australians are adopting new technology which delivers broadcast content anywhere, anytime has impacted the way in which traditional television content is accessed,” Matt Bruce, head of Nielsen’s media industry practice group in Australia said.

“The Australian Multi-Screen Report confirms that new technology and devices are adding to, rather than replacing, Australians’ TV viewing, and for media owners, agencies and advertisers, these findings provide much-anticipated insights into the way media is consumed, thereby helping to understand viewing habits and more successfully reach and engage with audiences across multiple screens.”