To continue to shed light on how different generations are “consuming” media — and what their future media preferences are likely to be — Deloitte LLP’s Technology, Media and Telecommunications (TMT) practice has commissioned a second edition of its State of the Media Democracy survey. The survey results provide keen insights into the different generations and their media consumption habits. A complete listing of the categories covered in the survey is below. The highlights that follow are just a small sampling of the numerous trends and data points the survey revealed. Deloitte is meeting with clients to share these insights and strategize on how they can help their businesses. If you are interested in additional information, please contact us.
Survey Highlights:
Dawn of a New “TV” Era
- TV content and TV-like content has the opportunity to dominate the future
- 69 percent of Americans consider their computer more entertaining than their TV, BUT . . .
- 58 percent also wish to easily connect their home TV to the Internet so they can download content or view anything at all they have on their PC (up 9 points from our 1st edition of the survey)
- Over one-third of all consumers are watching TV shows online (a 15 point increase from our 1st edition)
Cell Phones: Moving to Center Stage
- Most think of the world as a two-device or two-platform world
- But it is not TV vs. Internet; the cell phone is a potent entertainment force and media device
- 36 percent use their cell phone as an entertainment device (up 12 points from our 1st edition), but advertisers and content companies have largely failed to exploit this
- Overall, Millennials — who are less likely to be footing the cell phone bills — are using various cell phone applications the most…but Xers are close behind
Gaming Goes Mainstream
- Gaming is ubiquitous; and gaming as ‘young, male and adolescent’ is a myth
- 50 percent of female Americans (62 percent of males, and 56 percent of all Americans) state that videogames, PC games and Internet games have become an important entertainment source to them
- Over 60 percent of all consumers visit an online gaming site to play games (up 12 points from our 1st edition)
Advertising’s Multi-Platform World
- All consumers rate TV advertising as having the most impact on their buying decision — online advertising is tied for #2 with magazines
- All consumers rate search engine result ads as the most influential online advertising — banner ads and interactive ads (that provide information/entertainment) tie for #2
- 19 percent of Xers cite ads or product placements in online virtual worlds (i.e. Second Life) as being the most influential form of online advertising
- 23 percent of Millennials cite ads or product placements within video games as being the most influential form of online advertising
- Traditional advertising is an important driver of Web site traffic — but the dominance of “someone’s recommendation” presents extraordinary potential for social networks as an ad platform
- 59 percent of consumers tend to pay greater attention to magazine ads than online ads (55 percent of consumers feel the same way about newspaper ads)
- The ad-supported model for online content is still widely accepted — only 37 percent of consumers would be willing to pay for online content in exchange for not being exposed to ads
Rise of the Personal Broadcaster
- The Media Democracy is alive and well!
- 32 percent of consumers actually consider themselves to be a "broadcaster" of their own media
- 45 percent are creating personal content for others to see (up 11 points from our 1st edition)
- 54 percent are increasingly making their OWN entertainment (up 14 points from our 1st edition)
- 69 percent of consumers are watching/listening to content created by others (up 17 points from our 1st edition)
Additional 2nd Edition Survey Findings Include:
- Amplification
- Baby Boomers
- Future of the Media Democracy
- Gender Attitudinal Differences
- Generation X
- Internet Insights
- Magazine Insights
- Matures
- Media Platforms: Usage & Preferences
- Media Products: Ownership & Preferences
- Media Services: Subscriptions & Preferences
- Media Time Use
- Millennials (Leading vs. Trailing)
- Music Insights
- Newspaper Insights
- Radio Insights
- Search
- Social Networking & Community Insights
- Technology Insights
- Telecom Insights
- Television & DVR Insights
- Viral/Social Activities
To learn more, please contact us.
Press Contact:
Jonathan Gandal
+1 203 708 4115
jgandal@deloitte.com
About the Survey:
The online survey was commissioned by Deloitte and conducted by Harrison Group, an independent research company, between October 25 and October 31, 2007. The survey polled 2,081 consumers between the ages of 13 and 75. The survey results have a margin of error is plus or minus 3 percentage points.
Related Content:
First Edition Survey Highlights: The State of the Media Democracy: Are You Ready for the Future of Media?
Released in early 2007, data from our first survey provided keen insights into the strength of traditional media, the demand for user-generated content, and initial trends around advertising effectiveness. Read our executive summary.
Podcast: Consuming Habits: The Generational Divide in the Age of New Media
Listen to industry executives discuss the major differences in media consumption habits between matures, boomers, Gen Xers and Millennials and the impact on their businesses in our Deloitte Insights podcast.
Industry: Media & Entertainment
Press Release: Nearly One-Half of Americans are Creating Their Own Entertainment Content Online According to Deloitte Study
Deloitte’s 2008 State of the Media Democracy Survey Revealing Media Consumption Trends, Preferences and Business Implications to be Launched at 2008 International Consumer Electronics Show.
Survey Highlights: Read a selection of the second edition survey findings in the below attachment.
