TV Reigns, But Attention Diverted

Deloitte's new "State of the Media Democracy" survey reveals that 71% of Americans still rate watching TV on any device among their favorite media activities, supporting the notion that traditional television advertising continues to be a viable model. In addition, 86% of Americans stated that TV advertising still has the most impact on their buying decisions.

Media consumption preferences of nearly 2,000 consumers, ages 14 to 75 years old in the United States, reveals significant trends, including the power of TV when supplemented by the Internet, a dramatic rise in smartphone adoption, the steady popularity of print magazines, and the emergence of cloud computing as a potential consumer entertainment storage and access solution.

The survey also shows that nearly three-quarters of American consumers are multitasking while watching TV, according to the research:

  • 42% are online
  • 29% are talking on cell phones or mobile devices
  • 26% are sending instant messages or text messages
  •  ... while watching TV !

And, 61% of U.S. consumers now maintain a social networking site, where constant streams of updates and discussion forums have made delaying awareness of live TV outcomes a near impossibility.

Phil Asmundson, vice chairman and technology, media and telecommunications industry leader, Deloitte LLP, summarizes by saying "... consumers are not only watching television, they are talking about it... frequently taking place in real-time online and via IM/texting... embracing the Internet as a platform that encourages audiences to participate in discussions about their favorite programs... people want to be part of the real-time conversation and they are embracing both platforms in a complementary fashion.

And the telephone...

33% of American households now own a smartphone, up from 11% only three years ago, and 40% of U.S. consumers that do not own a smartphone are likely to purchase one in the near future. 56% of smartphone and laptop owners stating that they used their smartphones as a replacement for their laptop while away from home, jumping significantly from 41% in only three months.

Asmundson says "... the growth in the smartphone market... is having a bigger impact on our lives than anyone might have imagined... consumers are starting to shift their behavior, taking advantage of anywhere, anytime connectivity and handheld performance levels comparable to those found on their PCs... "

About print magazines...

According to the survey, since 2007 a consistent 70% of Americans state that they enjoy reading printed magazines even though they know that they could find most of the same information online, and 55% have continued to subscribe to printed magazines.

Additionally, a majority of U.S. respondents state that an important feature of printed magazines is the advertising that helps them learn about new things for themselves and their family. Since 2007, a consistent 80% of Americans who have read their favorite magazine state that reading the printed copy is their favorite method.

James McDonnell, principal, Deloitte Consulting LLP, observes that "... enthusiasm for printed magazines is consistent across all age groups, a unique result in consumer attitudes across all the media categories surveyed... ''

Finally, the Cloud as data insurance...

According to the survey, most Americans own a device that allows them to easily connect to the Web:

  • 85% of consumers own a desktop computer
  • 68% own a laptop/netbook computer
  • 41% access the Internet on their mobile phone

But, 51% of Americans have experienced a computer or hard drive failure that caused them to lose photos, movies, or other digital content. Moreover, the survey found that 32% of respondents stated a desire to have an online media storage service they could access from any device. In addition, 43% of respondents stated the desire to move content to any device and platform easily and effectively, suggesting that cloud storage could provide an avenue for greater access to content and greater portability.

Asmundson concludes, "... with the majority of consumers aware of the risk of permanently losing their content due to hard drive failures... and, while (they) may not fully understand cloud computing, their concern about storing digital content on their PCs is raising awareness and opening up new opportunities for cloud-based storage models aimed at the consumer... "

For more information about the study, please visit Deloitte here.





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