Radio is still Australia’s preferred media at breakfast time and TV is the dominant media after 6pm, according to Roy Morgan Research.

But it says its research shows that the Internet is Australia’s preferred media during the workday, leading at mid-morning with 31pc of Australians, lunch-time (28pc) and the afternoon (36pc).

Morgan’s observations were published yesterday after the Nielsen group announced that its new Digital Content Ratings service will provide advertisers, media buyers and publishers with data on consumers’ daily usage of digital media content.

Digital media audiences have previously been measured on a monthly basis. The new Nielsen system will include digital content accessed via third-party platforms, rather than the original source of the content.