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State of the Media Democracy Survey 2012

Smarter generations

State of the Media Democracy Survey 2012How are the UK public interacting with media?

This year’s State of the Media Democracy Survey provides a ‘reality check’ on how UK consumers, across the generations, interact with media, entertainment, advertising and information and what their preferences might be in the future.

The pervasiveness of new devices on which to consume media is extending. Tablets are now as likely to be found in the hands of the over 55s as among the under 24s. This adoption is complementary, not cannibalistic of traditional media and traditional devices (such as TV sets), which still represent the majority of media consumption and delivery.

We look at five key themes on how consumers: use their multi-media devices, access media and entertainment content, interact with local media, react to advertising and perceive the issue of data security.

  • The UK consumer’s favourite piece of technology is now the laptop (28%), knocking the TV (22%) from its top spot for the first time.
  • 88% of people who read magazine content preferred to do so in printed hardcopy.
  • Consumers are 60% more likely to view local news on local pages of national websites than on websites dedicated to their local area.
  • 98% of respondents chose TV services as their favourite type of media.
  • 85% of respondents expressed concern about their personal data being taken.


Download Download State of the Media Democracy report 2012 (PDF, 2MB)
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View our infographic



How are consumer habits evolving in media consumption?  
View our infographic for some of the key findings.


Watch and listen to our Deloitte industry experts as they discuss the key highlights from each theme in the report.

About the survey

This is the sixth annual edition of research commissioned by Deloitte’s Media & Entertainment practice. In December 2011, an independent research firm surveyed over 16,700 consumers in eight countries. This report focuses on findings from the 2,200 respondents in the United Kingdom.

Useful links

Media Consumer 2013

Download the report 
(For optimum use on iPad/iPhone, download in iBooks)

Print the report

Download epub report version

Download Kindle version

Related news release: Love for the laptop lives on, although number of tablet computer owners doubles

State of the Media Democracy Survey 2010

Deloitte's State of the Media Democracy Survey 2009

Deloitte Technology, Media & Telecommunications

Contact us

Key contacts

Ed Shedd Ed Shedd
Managing Partner, Global Media & Entertainment Practice
Mark Lee-Amies Mark Lee-Amies
Sponsoring Partner, UK Media Democracy
Partner, Audit
Matthew Guest Matthew Guest
Author, UK Media Democracy
Senior Manager, Consulting




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