Digital Omnivores are on the Move According to Deloitte’s “State of the Media Democracy” Survey U.S. consumers embrace multiple digital devices, leading to explosive growth in tablet and smartphone sales
New York, March 20, 2013 — The American population’s voracious appetite for digitized information and entertainment continues unabated, creating a groundswell of consumers who move seamlessly between smartphones, tablets and laptops to consume digital content, often using multiple devices at the same time. Released today, Deloitte’s seventh edition of the “State of the Media Democracy” survey reveals a 160 percent growth in the number of digital omnivores – those consumers who own a trio of tablets, smartphones and laptops -- with this group representing more than a quarter of U.S. consumers.
Deloitte’s “State of the Media Democracy” survey compares and contrasts generational preferences of over 2,100 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, consumption preferences across platforms and devices, and the Internet.
“Digital technology has emphatically triumphed in its penetration of the modern consumer lifestyle,” said Gerald Belson, vice chairman, Deloitte LLP and U.S. Media & Entertainment sector leader. “While that trendline has been well documented, the surprise is how thoroughly digital tools have become essential across all age groups and consumer applications in the past year. This new reality creates opportunities – and an imperative – for organizations to differentiate themselves by utilizing multiple platforms to reach prospects and serve their customers.”
Portability is key
The survey reveals that tablet ownership increased 177 percent over the past year, with almost a third of tablet owners saying that it is now one of their top three most preferred consumer electronic devices. Meanwhile, smartphone ownership increased by 28 percent, while laptop penetration remained strong.
When analyzing the ways in which Americans utilize their devices, the survey found that tablet owners stream movies 70 percent more often than non-tablet owners and intend to watch movies more than any other video content in the next 12 months. The use of multiple devices occurs even inside the home, as more than 80 percent of consumers are multi-tasking while watching TV.
Moreover, trailing millennials aged 14 to 23 have nearly doubled their frequency of using online video services in the past year, in addition to increasing their frequency of watching TV shows on smartphones by five times, and frequency of watching TV on tablets by 10 times. The survey also reveals that more U.S. consumers prefer to rent versus own their TV and movie content, and that they intend to rent versus buy by a ratio of 2:1.
“The explosion of media-capable devices has had a striking impact on consumer behavior that poses interesting challenges for the entertainment industry and longstanding business models,” said Alma Derricks, director, Deloitte Consulting LLP. “More than half of consumers have their TVs connected to the Internet in some way, and that group watches TV content from online sources over 40 percent of the time. This behavior impacts both the entertainment and advertising industries, and highlights the continued importance of using multiple platforms and devices to build brands and engage consumers.”
More than just a gaming console
Americans are now utilizing the multi-functionality afforded by what was traditionally a singular-purpose device. The survey reveals that the gaming console has become the most preferred method for Americans to connect their TV to the Internet. Of those that have connected their TV to the Internet, 31 percent prefer to connect via a gaming console.
Twenty percent of consumers rank videogames as a top three media activity, including mobile and social gaming in addition to consoles. In the last year, online video-gaming subscriptions have increased by 47 percent, and millennials’ buying decisions are more influenced by advertising on videogames than any other generation.
Connected home
The survey reveals that 93 percent of Americans rank Internet access as the most valued household subscription, and 72 percent of U.S. households have a computer network or router (up 20 percentage points in the past year). 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 the intent to consume more content over the Internet continues to grow.
“Digital technology continues to transform the high-technology, media and telecom industries, and we expect the pace of change to accelerate in the next few years,” concludes Belson. “The proliferation of new devices and customer segments opens up new doors for engaging with customers and finding opportunities for growth and innovation.”
For more information on Deloitte’s “State of the Media Democracy” survey, please visit:www.deloitte.com/us/tmttrends.
Connect with us on Twitter: @DeloitteTMT and #TMTtrends.
About Deloitte’s Technology, Media & Telecommunications Practice
Deloitte’s technology, media & telecommunications practice is comprised of more than 1,400 clients in the U.S., including the vast majority of market category leaders across all sector segments. Deloitte practitioners, many with direct industry experience, deliver a breadth of services including professional audit, consulting, enterprise risk management, financial advisory and tax. The practice is also home to the Deloitte Center for the Edge, which conducts original research and develops substantive points of view for new corporate growth. The Silicon Valley-based Center helps senior executives make sense of and profit from emerging opportunities on the edge of business and technology.
As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about 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.
New York, March 20, 2013 — The American population’s voracious appetite for digitized information and entertainment continues unabated, creating a groundswell of consumers who move seamlessly between smartphones, tablets and laptops to consume digital content, often using multiple devices at the same time. Released today, Deloitte’s seventh edition of the “State of the Media Democracy” survey reveals a 160 percent growth in the number of digital omnivores – those consumers who own a trio of tablets, smartphones and laptops -- with this group representing more than a quarter of U.S. consumers.
Deloitte’s “State of the Media Democracy” survey compares and contrasts generational preferences of over 2,100 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, consumption preferences across platforms and devices, and the Internet.
“Digital technology has emphatically triumphed in its penetration of the modern consumer lifestyle,” said Gerald Belson, vice chairman, Deloitte LLP and U.S. Media & Entertainment sector leader. “While that trendline has been well documented, the surprise is how thoroughly digital tools have become essential across all age groups and consumer applications in the past year. This new reality creates opportunities – and an imperative – for organizations to differentiate themselves by utilizing multiple platforms to reach prospects and serve their customers.”
Portability is key
The survey reveals that tablet ownership increased 177 percent over the past year, with almost a third of tablet owners saying that it is now one of their top three most preferred consumer electronic devices. Meanwhile, smartphone ownership increased by 28 percent, while laptop penetration remained strong.
When analyzing the ways in which Americans utilize their devices, the survey found that tablet owners stream movies 70 percent more often than non-tablet owners and intend to watch movies more than any other video content in the next 12 months. The use of multiple devices occurs even inside the home, as more than 80 percent of consumers are multi-tasking while watching TV.
Moreover, trailing millennials aged 14 to 23 have nearly doubled their frequency of using online video services in the past year, in addition to increasing their frequency of watching TV shows on smartphones by five times, and frequency of watching TV on tablets by 10 times. The survey also reveals that more U.S. consumers prefer to rent versus own their TV and movie content, and that they intend to rent versus buy by a ratio of 2:1.
“The explosion of media-capable devices has had a striking impact on consumer behavior that poses interesting challenges for the entertainment industry and longstanding business models,” said Alma Derricks, director, Deloitte Consulting LLP. “More than half of consumers have their TVs connected to the Internet in some way, and that group watches TV content from online sources over 40 percent of the time. This behavior impacts both the entertainment and advertising industries, and highlights the continued importance of using multiple platforms and devices to build brands and engage consumers.”
More than just a gaming console
Americans are now utilizing the multi-functionality afforded by what was traditionally a singular-purpose device. The survey reveals that the gaming console has become the most preferred method for Americans to connect their TV to the Internet. Of those that have connected their TV to the Internet, 31 percent prefer to connect via a gaming console.
Twenty percent of consumers rank videogames as a top three media activity, including mobile and social gaming in addition to consoles. In the last year, online video-gaming subscriptions have increased by 47 percent, and millennials’ buying decisions are more influenced by advertising on videogames than any other generation.
Connected home
The survey reveals that 93 percent of Americans rank Internet access as the most valued household subscription, and 72 percent of U.S. households have a computer network or router (up 20 percentage points in the past year). 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 the intent to consume more content over the Internet continues to grow.
“Digital technology continues to transform the high-technology, media and telecom industries, and we expect the pace of change to accelerate in the next few years,” concludes Belson. “The proliferation of new devices and customer segments opens up new doors for engaging with customers and finding opportunities for growth and innovation.”
For more information on Deloitte’s “State of the Media Democracy” survey, please visit:www.deloitte.com/us/tmttrends.
Connect with us on Twitter: @DeloitteTMT and #TMTtrends.
About Deloitte’s Technology, Media & Telecommunications Practice
Deloitte’s technology, media & telecommunications practice is comprised of more than 1,400 clients in the U.S., including the vast majority of market category leaders across all sector segments. Deloitte practitioners, many with direct industry experience, deliver a breadth of services including professional audit, consulting, enterprise risk management, financial advisory and tax. The practice is also home to the Deloitte Center for the Edge, which conducts original research and develops substantive points of view for new corporate growth. The Silicon Valley-based Center helps senior executives make sense of and profit from emerging opportunities on the edge of business and technology.
As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about 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.
State Of The Media
State of the Media Democracy, published annually by Deloitte (www.deloitte.com), assesses media consumption preferences among U.S. adults. The following are findings of the 5th edition, published in February 2011:
• Live viewing on a home TV system continues to be the most common method among individuals for watching their favorite programming.
• Eighty-six percent (86%) of adults say that TV advertising has the most impact on their buying decisions.
• Nearly three-quarters of American consumers are multitasking while watching TV: 42% are online, 29% are talking on cellphones or mobile devices, and 26% are sending instant messages or text messages.
• Eighty-five percent (85%) of consumers own a desktop computer and 68% own a laptop/netbook computer; 41% access the Internet on their mobile phone.
• Seventy percent (70%) of consumers say that they enjoy reading printed magazines even though they know that they could find most of the same information online, 55% continue to subscribe to printed magazines.
• Sixty-one percent (61%) of adults now maintain a social networking site.
• Fifty-six percent (56%) of smartphone and laptop owners use their smartphones as a replacement for their laptop while away from home, a figure that jumped significantly from 41% in only three months.
• Thirty-three percent (33%) of American households own a smartphone, up from 11% in 2008; and 40% of consumers that do not own a smartphone say they are likely to purchase one in the near future.
• Thirty-two percent (32%) of survey respondents indicated a desire to have an online media storage service they could access from any device. In addition, 43% of respondents had an interest in moving content to any device and platform easily and effectively, indicating that cloud storage could provide an avenue for greater access to content and greater portability.
Deloitte asked consumers their three favorite media activities. Responses, published in State of the Media Democracy, were as follows:
Millennials Gen-X Boomers Seniors Total
• Watching TV: 57% 69% 77% 83% 71%
• Listening to music: 59% 44% 40% 25% 44%
• Using the Internet: 45% 43% 34% 24% 38%
• Reading books: 26% 31% 37% 37% 33%
• Going to the movies: 32% 20% 18% 20% 22%
• Listening to the radio: 14% 24% 25% 26% 22%
• Playing video games: 36% 24% 9% 11% 21%
• Live performances**: 17% 20% 21% 22% 20%
• Reading newspapers*: 3% 12% 26% 38% 18%
• Reading magazines*: 11% 14% 12% 14% 13%
* printed or online ** sports events, concerts, or stage
Deloitte’s Updated State of the Media Democracy survey, now in its seventh edition, reveals that U.S. consumers are undergoing a dramatic transition in how, when and where they engage with content, devices and each other.
The survey takes an in-depth, multi-generational look at how consumer preferences vary. More importantly, learn how they are evolving within the changing landscape of device ownership, subscription services, advertising platforms, social networking adoption and emerging payment models. The results may surprise you.
Fielded by an independent research firm in November 2012, the online survey reached more than 2,000 U.S. consumers to help companies understand consumer preferences today and where they might be moving in the future. Our in-depth analysis yields clues and provides critical insights to help companies make smart, well-timed business decisions and investments. For example:
http://www.deloitte.com/view/en_US/us/Industries/media-entertainment/media-democracy-survey/index.htm#&panel1-2
State of the Media Democracy, published annually by Deloitte (www.deloitte.com), assesses media consumption preferences among U.S. adults. The following are findings of the 5th edition, published in February 2011:
• Live viewing on a home TV system continues to be the most common method among individuals for watching their favorite programming.
• Eighty-six percent (86%) of adults say that TV advertising has the most impact on their buying decisions.
• Nearly three-quarters of American consumers are multitasking while watching TV: 42% are online, 29% are talking on cellphones or mobile devices, and 26% are sending instant messages or text messages.
• Eighty-five percent (85%) of consumers own a desktop computer and 68% own a laptop/netbook computer; 41% access the Internet on their mobile phone.
• Seventy percent (70%) of consumers say that they enjoy reading printed magazines even though they know that they could find most of the same information online, 55% continue to subscribe to printed magazines.
• Sixty-one percent (61%) of adults now maintain a social networking site.
• Fifty-six percent (56%) of smartphone and laptop owners use their smartphones as a replacement for their laptop while away from home, a figure that jumped significantly from 41% in only three months.
• Thirty-three percent (33%) of American households own a smartphone, up from 11% in 2008; and 40% of consumers that do not own a smartphone say they are likely to purchase one in the near future.
• Thirty-two percent (32%) of survey respondents indicated a desire to have an online media storage service they could access from any device. In addition, 43% of respondents had an interest in moving content to any device and platform easily and effectively, indicating that cloud storage could provide an avenue for greater access to content and greater portability.
Deloitte asked consumers their three favorite media activities. Responses, published in State of the Media Democracy, were as follows:
Millennials Gen-X Boomers Seniors Total
• Watching TV: 57% 69% 77% 83% 71%
• Listening to music: 59% 44% 40% 25% 44%
• Using the Internet: 45% 43% 34% 24% 38%
• Reading books: 26% 31% 37% 37% 33%
• Going to the movies: 32% 20% 18% 20% 22%
• Listening to the radio: 14% 24% 25% 26% 22%
• Playing video games: 36% 24% 9% 11% 21%
• Live performances**: 17% 20% 21% 22% 20%
• Reading newspapers*: 3% 12% 26% 38% 18%
• Reading magazines*: 11% 14% 12% 14% 13%
* printed or online ** sports events, concerts, or stage
Deloitte’s Updated State of the Media Democracy survey, now in its seventh edition, reveals that U.S. consumers are undergoing a dramatic transition in how, when and where they engage with content, devices and each other.
The survey takes an in-depth, multi-generational look at how consumer preferences vary. More importantly, learn how they are evolving within the changing landscape of device ownership, subscription services, advertising platforms, social networking adoption and emerging payment models. The results may surprise you.
Fielded by an independent research firm in November 2012, the online survey reached more than 2,000 U.S. consumers to help companies understand consumer preferences today and where they might be moving in the future. Our in-depth analysis yields clues and provides critical insights to help companies make smart, well-timed business decisions and investments. For example:
- 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.
http://www.deloitte.com/view/en_US/us/Industries/media-entertainment/media-democracy-survey/index.htm#&panel1-2