Six screens and counting...

The days when our screen time was limited to a television in the lounge room, one in the bedroom and a computer in the study are but a fond memory, according to a report from Magna Global, which has counted more than six screens in the average Australian home.

In the past year, tech-savvy consumers, whose usage points the way for the rest of us, have rushed to adopt iPads and other tablets, eReaders, iPhones and IPTV, television viewed via the internet, according to the Technology in the Home study.

Almost half of the so-called innovators surveyed had an iPad, while two in three had an iPhone, whose use now rivals television.

Magna Global Australia managing director Victor Corones said the rate at which Australians were adopting new technology was creating new advertising opportunities for marketers keen to explore multi-screen campaigns.

Magna Global is the investment division of IPG Media-brands.

Magna estimates advertisers spend between $14 million and $20m on mobile devices and predicts this will double every year for the next few years as marketers experiment.

"It's not mainstream, but more clients are trying to maximise what each of those screens offers," Mr Corones said.

"The iPhone has become such an important device to people that their use of that is almost on a par with TV viewing, but they're two different experiences," he said. "It's incredible how phones are used. People are admitting to us that they're using them in the toilet or wherever they can."

He said the penetration of Android devices would grow, challenging the iPhone.

Source: http://www.theaustralian.com.au/media/monday-section/up-to-six-screens-at-home-and-counting/story-fna1k39o-1226420523448