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Ten screen households hit 14 percent as social media and online buying rise

As Kiwis get more and more mobile in their use of social media and online shopping, viewing on multiple screens is situation normal, a new MediaWorks survey finds.

More than half of the respondents in the company’s third annual audiences survey had five or more screens in their household, including TVs, computers, tablets, smartphones and iPod Touch devices.

Another 14 percent had 10 or more screens. Mobile phone ownership has made big leaps year on year, with a sharp drop in ownership of non-smartphones and consumers replacing old handsets.

Tablet ownership had also risen significantly each year, MediaWorks said. While the proportion of members who owned a laptop or desktop was static year on year, 35 percent of members had an iPad and 23 percent had an Android tablet.

Of the smartphone owners, 39 percent owned an Android device, 31 percent an iPhone and 11 percent had another type of smartphone.

Device ownership, social media usage and online shopping were key focuses of the survey this year. Social media use by the 1.2 million members of MediaWorks’ stable of television channels, radio stations, websites and social media communities had grown year on year, particularly among Instagram, Pinterest, LinkedIn, Google+ and YouTube users.

Facebook was the most frequently used, with 50 percent saying they used the site several times a day.

Fifty-six percent of people researched a product online in the four weeks leading to the survey, a boost of eight percent on last year.

Ninety-one percent of the membership had shopped online in the last 12 months (compared with Nielsen’s reported 53 percent of the population).

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