ResourceBlog Article: American's Love their TV: Highlights from Deloitte's 2009 State of the Media Democracy Survey

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Tuesday, 15th December 2009

American's Love their TV: Highlights from Deloitte's 2009 State of the Media Democracy Survey

From the Summary:

More than 70 percent of survey respondents rank watching TV in their top three favorite media activities. And, when ranked alongside activities such as surfing the Web, listening to music or reading, 34 percent of consumers place it at the top of the list. This is a substantial increase from last year and more than double the percent selecting the number two choice, the Internet, which came in at 14 percent

When watching their favorite TV programming, 86 percent of survey respondents prefer watching on their television set, enjoying the programming either live, via their DVR/TiVo, or using an "On Demand" feature. While less than 10 percent of Americans say they prefer watching the same content online, a growing number of consumers are using online platforms to watch their favorite TV shows.

Mobile

One-third of surveyed consumers use their mobile phone as an entertainment device and 47 percent of smart phone owners identify the device as one of their three most valuable media and entertainment products -- a significant increase from 20 percent last year.

Forty-eight percent of those surveyed have data plans for their mobile phones and 42 percent are using their phones to access the Internet. This decoupling is expected to facilitate new consumer behavior including mobile search, social networking and purchasing.

The online shopping experience is already beginning to translate to the mobile device, with 15 percent of consumers already purchasing products on their phone. Some of the most popular mobile activities, according to the survey include: text messaging (72 percent), accessing the Internet (42 percent), online search (30 percent), downloading applications (27 percent) and using GPS (26 percent).

Television continues to reign as the most influential advertising medium, with 83 percent of consumers identifying TV advertising as one of the top three media with the most impact on their buying decisions. Online advertising ranks much lower in impact than television. Less than half of those surveyed identify online advertising, which includes banner and video ads, search engine result ads and pop-ups, amongst the top three.

The ability of ads on websites to move traffic to other sites has dropped from 72 percent to 59 percent over the past three surveys.

Access the Complete Summary

Source: Deloitte

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