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Prior Editions of the State of the Media Democracy Survey

Access results of the six previous surveys

Since 2007, Deloitte has been surveying U.S. consumers to understand their preferences within the larger evolving trends in technology, media and telecommunications. It has been a time of rapid and exciting change.

Some highlights from those previous editions are included on the tabs below. For more information about prior editions, please contact us.

2007 (Editions 1 and 2)

  • Forty-six percent of Millennials use mobile/cellular/smartphones as entertainment devices (29 percent of Xers, 24 percent Total)
  • Cell phones are as common as DVD players and VCRs and they are the most wanted or important media device
  • DVR ownership and usage has a significant impact--owners do over 50 percent of TV viewing through the DVR
  • Time spent on the Internet surpasses time spent watching television
  • Sixty percent of all personal internet usage takes place during the morning and daytime

2008 (Edition 3)

  • Thirty-six percent use their mobile/cellular/smartphones as an entertainment device
  • Fifty-eight percent wish to connect the TV to the web to view content
  • More than one-third of all consumers watch TV online
  • TV ads have the most influence on buying decisions
  • Fifty-nine percent pay greater attention to magazine ads than online ads
  • Gaming, once frowned upon by parents, is now considered “family time” for many Xer parents

2009 (Edition 4)

  • One-in-four U.S. consumers own a “smartphone”
  • Millennials and Xers continue to view the computer as more of an entertainment device than the television
  • Sponsored search engine results are considered the most influential form of Internet advertising overall (75 percent)

2010 (Edition 5)

  • Over 70 percent of consumers rank TV in their top three media activities
  • Fifty-five percent believe online reviews influence buying decisions more than any type of online advertising
  • Nearly 50 percent of U.S. consumers state that gaming is an important source of entertainment
  • More than 50 percent are willing to pay more for a faster internet connection

2011 (Edition 6)

  • Seventeen percent of smartphone owners rate it their most valued device
  • Thirty percent of phone owners made mobile purchases
  • TV programming remains the most discussed content online
  • Forty-three percent of consumers would like to access content across multiple devices

As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

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