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One hand on the tablet, the other the TV remote

Source: Roy Morgan Single Source (Australia), October 2012 – September 2013, Australians 14+ n= 19,585; Technology Items Household Has: Tablet Computer (eg. iPad) n=6,617.

Australians with a tablet computer in the household are more likely to shop online and browse the internet while watching TV, the latest results from the Roy Morgan Retail Monitor show.

While 1 in 2 Australians 14+ now buys something over the internet at least every three months, this rises to nearly 2 in 3 (64%) among those with access to a tablet at home.

Nearly half of home tablet users (48%) say they like to surf the net while watching TV, compared with around 1 in 3 overall. 

Researching and Purchasing Products Online – Households with a Tablet Computer

Source: Roy Morgan Single Source (Australia), October 2012 – September 2013, Australians 14+ n= 19,585; Technology Items Household Has: Tablet Computer (eg. iPad) n=6,617.

Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:

“Interfacing through mobile devices, especially tablets, arguably offers a less-restrictive ‘browsing’ experience than traditional internet browsers, whether for scrolling through 6000+ pairs of shoes on an online product aggregator app such as ShopStyle, or swiping through a store’s ‘magalogue’. 

 “Consumers with access to a tablet are more likely to surf the net while watching TV and to shop online, and there is an ever-increasing number of online-only goods and service providers, such as eBay and Red Balloon, who now use TV advertising to reach customers.

“It’s important for bricks and mortar retailers to understand who and where these technologically equipped customers are, and to carefully monitor changes in how they shop. Perhaps smart TVs will become the next retail marketplace.”

“Australians in the Leading Lifestyles community of Helix Personas are the most likely to have a tablet computer in the household. ‘Self-Made Lifestylers’ (103) of well-educated, high-earning professional families are at the top—45% more likely than the average household to have a tablet.”

For comments or more information please contact:

Warren Reid, Group Account Manager — Consumer Products
Office: +61 (3) 9224 5161

Related Research

Click here to view our extensive range of Online Shopper profiles across a range of product categories. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%