Deloitte’s Global State of the Media Democracy survey

Digitization is radically transforming the way people around the world interact with media content.


But how much do we really know about consumers’ media preferences and behaviors, both now and in the future? To continue to shed light on the subject, Deloitte Touche Tohmatsu Limited’s Technology, Media, and Telecommunications (TMT) group commissioned a fourth edition of its State of the Media Democracy survey. The survey looks at:

  • Generational preferences for traditional and emerging media devices, and platforms.
  • The evolving adoption of mobile devices, social networking, and interactive games.
  • Reactions to conventional and next-generation advertising.
  • Emerging consumer preferences and the implications for advertisers, content companies, distributors, developers, and device manufacturers.

We call this new, digital world a ‘media democracy’ because consumers vote with their actions and wallets for new content types, media devices, distribution platforms, advertising models, and pricing schemes. Also, with the rise of the Internet and social media, every individual now has the power not just to consume content, but to produce it.

This year’s study reveals a number of common global themes, including:

  • The continued appeal and influence of television.
  • Questions about the effectiveness of online advertising.
  • Increased demand for media portability.
  • Changes in how consumers view video content.
  • Fragmentation of music platforms and a resurgence of radio.
  • An explosion of wireless data applications that are driving growth in telecom.

Just as important, the survey reveals a number of significant differences across geographies. Understanding these differences between countries can help companies learn how to tackle the challenges they face in their own markets. Media consumption trends and behavior continue to evolve at a dizzying pace.