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Digital Democracy Survey

A multi-generational view of consumer technology, media and telecom trends

Deloitte's "Digital Democracy" survey (formerly called the State of the Media Democracy survey) compares and contrasts generational preferences of over 2,000 consumers, ages 14 and older in the U.S., revealing significant technology, media and telecommunications consumption trends including attitudes and behavior to advertising and social networks, mobile implications, media consumption preferences across platforms and devices, and the Internet.

Explore the report

Keeping Up with Digital Consumption

U.S. consumers are changing quickly. Blink and you might miss something. Watch the video to learn more about consumer preferences.

Ever More Mobile and Connected

What do consumers use and want when it comes to mobile devices and services? Deloitte’s Digital Democracy Survey offers insights.

Digital Omnivores – Growing Ranks

Digital Omnivores—U.S. consumers who own a laptop, smartphone and tablet—continue to rise in number and redefine what it means to be a consumer of content. They seamlessly move across devices and platforms signaling a shift in the way consumers use technology to communicate, work and play.

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Prior Editions of the Digital Democracy Survey (Formerly State of the Media Democracy Survey)

Access results of the seven 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)

State of the Media Democracy Survey - 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)

State of the Media Democracy Survey - 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)

State of the Media Democracy Survey - 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)

State of the Media Democracy Survey - 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)

State of the Media Democracy Survey - 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

2012 (Edition 7)

State of the Media Democracy Survey - Edition 8
  • Twenty-six percent of consumers are digital omnivores (own a laptop, smartphone and  tablet).
  • Tablet ownership increased 177 percent over the past year, with almost a third of tablet owners viewing it as one of their top three most preferred consumer electronic devices. Tablet owners stream movies 70 percent more often than non-tablet owners.
  • More than 80 percent of consumers are multi-tasking while watching TV.
  • The survey reveals that 93 percent of Americans place Internet access as the most valued household subscription.
  • More than half of all consumers are willing to pay a premium for faster Internet connection with tablet and smartphone owners more inclined to pay for faster connections.

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.