More than half the population cite TV as playing a positive role in the decision to download the government’s COVIDSafe app.

Using a nationally representative sample of 1,000 people aged 18+, the survey was conducted by Ipsos between May 8-10. The findings of the research include almost universal awareness of the app with 95% of those surveyed cognisant of COVIDSafe.

Of those aware, 42% had already downloaded the app with a further 12% intending to do so. Twenty-six per cent have no intention of downloading the app while 20% were undecided. Men were more likely to download the app or have the intention to do so, while those living in capital cities were more likely than regional or rural survey participants.

When it comes to influencing the decision of whether or not to download, TV had the biggest sway with 53% of those surveyed citing the platform as the most influential. News media was the next most influential platform (11%) followed by radio (8%).

ThinkTV CEO Kim Portrate said: “This research proves that if you want to raise awareness or influence behaviour, TV is the superior choice. Advertising placed in TV across all platforms can and does change consumer behaviour and that is a fact.”