Laura DeMasi 3/4 of Australians Multi-Screen Interview

Laura DeMasi 3/4 of Australians Multi-Screen Interview

Three quarters of Australians are self-confessed multi-screeners, with an increasing number planning on investing in new electronic devices in the next 12 months according to new research released by Origin and Ipsos Research Australia.

The Origin Energy Essentials Report shows that personal electronic devices continue to be among our most used appliances (75 per cent) across all age demographics, and they are loved because of the ability to connect us with the world (46 per cent). But while we love the connection these types of devices provide, Australians are increasingly aware of the impact they are having on our personal connections, with more than 50 per cent of survey respondents trying to decrease their usage of personal electronic devices to spend more time with family.

'As screens become more and more universal we are starting to reflect on how technology is influencing relationships with our nearest and dearest, as we spend more time -alone together' with our own personal screens," Ms Laura Demasi, Research Director at Ipsos Australia who partnered with Origin on the report says.

'Despite these concerns about technology, Australians are still hugely enthusiastic about electronic devices and definitely not about to give up their screens. Indeed, more people are committed to new purchases over the coming year," says Demasi. According to the research, price is still the biggest consideration for people purchasing new appliances but it does vary depending on the type of appliance.

Consumers are more price sensitive when choosing cheaper appliances, being cited as the major factor for people purchasing a toaster (44 per cent) or a kettle (40 per cent). When purchasing higher investment appliances, other factors become more important including energy efficiency (19 per cent for washing machines) and design (18 per cent for TVs).

'What the data tells us is that people are making smart choices when it comes to buying the big ticket items, taking into account other factors that contribute to household costs, such as the energy efficiency of an appliance," Demasi says.

Origin's Energy Expert, Anne Armansin, says while technology will forever play a role in Australians lives, everyone could make some simple changes to the way they use it to ensure quality family time doesn't suffer as a result of being too -plugged in'. 'Parents should try to set some house rules for the amount of time their children spend using a device, and help them understand why this is important.

'There are also several apps out there that can help people realise how much time they're spending on specific devices, and allow them to unplug from your device for a nominated period of time."

The Origin Energy Essentials report, a bi-annual study on the relationship between households and their appliances and electrical gadgets, also examined what features are important when purchasing appliances, what appliances are popular amongst each age group, and consumer attitudes towards appliances and energy use.

Interview with Laura DeMasi; Research Director at Ipsos Australia

Question: What surprised you about the results of Origin's Energy Essentials Report?

Laura DeMasi : The tension between our love and enthusiasm for technology and our concern about its impact on our lives. We love our devices and all of the connection and freedom they afford us but at the same time people are starting to worry about the impact on how we relate to each other.


Question: What is multi-screening?

Laura DeMasi : Multi-screening means using devices when watching TV - so smartphone or a tablet, or a laptop computer. Some people will have all three devices while watching TV.


Question: Are you surprised that more than three quarters of Australians are self-confessed multi-screeners?

Laura DeMasi : Multi-screening is certainly growing but it's a trend that started some years ago. The higher penetration of smartphones and tablets, the more we're multi-screening.


Question: What impact is technology having in our homes?

Laura DeMasi : When we talk to everyday people in our research they tell us that all of these screens can have the effect of putting up walls between them, or at least they can diminish the amount social interaction they have with each other because everyone is too busy doing things alone with our own personal screens.


Question: Can you talk about how technology is impacting our relationships?

Laura DeMasi : Some feel that all of these screens are quite 'anti-social' - they diminish your social interaction with the people present, while you interact with others via the screen who could be anywhere.


Question: Why is it important that Australians look to decrease their personal electronic devices usage?

Laura DeMasi : I don't think it's about 'decreasing' as such but more about regulation. People are starting to self regulate - there are times when it's not ok to give priority to your phone over other people in the room with you.

Question: How can Australians decrease their usage of personal electronic devices?

Laura DeMasi : It's about being more aware of their usage and of when it's really appropriate or not.


Question: What appliances are Australian households spending the most money on?

Laura DeMasi : We don't know exactly what appliances people are spending the most money on right now.

We do know that price is still the biggest consideration for people purchasing new appliances but it does vary depending on the type of appliance. When purchasing more higher investment appliances, other factors are taken into account including energy efficiency (19 per cent for washing machines, 14 per cent for TVs) and design (15 percent for washing machines, 18 per cent for TVs). Brand reputation also weighs in (14 per cent for washing machines and 12 per cent for TVs).

The pricey Thermomix appears to be growing in popularity, but is still only owned by a small number of people - Only 7% have one, 3% have bought one in the last 12 months, and only 5% plan to buy one in the next 12 months


Interview by Brooke Hunter