According to the recent research released by Roy Morgan Research in the 12 months to September 2015, 73.1% of Australians over the age of 14 used one or more forms of media at breakfast time on an average weekday—and more of us are using the internet: now 18.0% go online at breakfast, up from 8.2% four years ago and from 16.6% in the last 12 months.
“While many Australians are now going online first thing in the morning, it’s clear that most of us still prefer using traditional media to ease into the day. Nearly 3 in 5 Australians still use traditional media—radio, television or newspapers—at breakfast. Their combined reach is down 6.8% points compared with 2011, while internet use has grown 9.8% points over the period. This suggests that the internet can be a supplementary breakfast medium, and traditional media will maintain a prominent place at breakfast, and other times of day, even as internet use continues to rise.” Tim Martin, General Manager – Media, Roy Morgan Research commented.

Proportion of Australians who use Media type at Breakfast time

Mr. Martin explained that the majority of Australians (58.6%) still use one or more traditional morning media at breakfast time: 27.7% listen to radio (down from 29.2% a year ago), 24.0% watch television (up from 22.8% a year ago) and 16.0% read newspapers (virtually unchanged over the past year).
“Radio remains the most popular breakfast medium and television is the majority choice during and after dinner. But from mid-morning through lunch and the afternoon (when many Australians are at their desks and on their smartphones) the internet is the top media option. Remember, back in the day, when being ‘at work’ meant not using any media! Today, many consumers can be reached from sun-up to lights out. It’s just a matter of knowing which media when, and the ideal content to deliver at different points of the day.” Mr. Martin commented.