NEW YORK, March. 26, 2014
/PRNewswire/ -- Digital omnivores – those consumers who own a trio of
tablets, smartphones and laptops – continue to grow, driven by the
proliferation of new platforms and increased device adoption. Released
today, Deloitte's eighth edition of the "Digital Democracy Survey"
(formerly the "State of the Media Democracy"
survey) reveals that
over one third (37 percent) of U.S. consumers are now digital
omnivores, a 42 percent growth over the previous year. This growth is
primarily driven by continued tablet adoption (33 percent increase) and,
to a lesser extent, smartphone ownership (18 percent increase).
Moreover, women, who made up over one-third (35 percent) of omnivores
two years ago, now account for 45 percent of this group.
Deloitte's "Digital Democracy Survey" compares and contrasts
generational preferences of more than 2,000 consumers, ages 14 and older
in the U.S., revealing significant technology, media and
telecommunications consumption trends, including attitudes and behavior
toward advertising and social networks, mobile technologies, the
Internet, and consumption preferences across platforms and devices.
"The continued rise of the digital omnivore is an indication that
consumers, across generations, are hungry for content across devices,
especially media and gaming content on mobile devices," said
Gerald Belson,
vice chairman, Deloitte LLP and U.S. Media & Entertainment sector
leader. "Consumers are often now able to watch the content they want on
the device of their choosing. As an example, they have decoupled the
notion that TV shows have to be watched on home TVs. This trend is
particularly evident in trailing millennials (aged 14 to 24), who
indicated they now spend more time watching television and movie content
on non-traditional devices than on TVs."
Evolving Consumption ModelsThe survey reveals that U.S.
consumer interest in streaming content has nearly doubled in the past
year (from 17 percent in 2012 to 32 percent in 2013), with interest in
digital formats outpacing demand for physical media. Consumption of
media is increasing, but U.S. consumers prefer to rent versus purchase
movies and television programming by a ratio of 3:1 in 2013, compared to
2:1 in 2012. This trend is even more pronounced for the trailing
millennials.
Despite increased interest in digital formats, consumers' preference
for Pay TV subscriptions remains consistent with last year's finding, as
U.S. consumers indicate they are largely content with their current Pay
TV services. The survey notes than only six percent of consumers who
have paid TV services are considering giving up their service in the
next year. Furthermore, interest in accessing and purchasing a la carte
programming is equal to consumer interest in bundled cable packages with
both at 47 percent in 2013.
Multitasking on the riseAs new media devices become easily
available and ownership increases, U.S. consumers continue to be more
distracted while watching home TVs, with 86 percent multitasking, up
from 72 percent in 2011. Millennials are the most active multitaskers,
engaging in an average of four activities while watching TV. Gen-Xers
and boomers are also multitasking more, with both generations engaging
in more than one additional activity in 2013 while watching TV. However,
fewer than one-quarter (22 percent) of multitasking activities are
directly related to the programs that consumers are watching.
"This year's results indicate an economic shift in the content
industry. Consumer preference for renting instead of buying is driving
content distribution models toward a higher volume, lower revenue rental
model," said Alma Derricks, director, Deloitte Consulting LLP. "Coupled
with the increase in multitasking and the fact that viability of second
screen services remains unproven, consumers are driving a fundamental
shift in industry practices. Even with so much fragmentation in the
market, there's an enormous opportunity to capitalize on these behaviors
and create offerings that engage consumers in new, meaningful ways."
Gaming Beyond the ConsoleAs mobile device ownership grows,
interactive videogaming is expanding beyond dedicated gaming consoles,
with consumers spending nearly a quarter (23 percent) of their gaming
time on smartphones and tablets.
This trend is even more
pronounced among younger generations, led by females who spend 26
percent of their time gaming on smartphones and tablets.
Consumers also continue to utilize the multi-functionality of gaming
consoles, with 42 percent using their console to play physical discs, 32
percent to stream movie and TV content, and 26 percent using their
console to watch online content.
Social Media Influences AllThe impact of social media on
consumers' daily lives is profound, with more than half (54 percent) of
U.S. consumers checking social networks daily, some as often as 10 times
a day or more.
Social media's impact on consumers' buying decisions is also
profound. Online reviews or recommendations from someone within an
individual's social media circles are especially impactful, even when
the reviewer has no relationship to the consumer. Among U.S. consumers,
the majority (68 percent) say that online reviews or recommendations
from someone within their social media circles have a high or medium
level of influence over buying decisions. Online reviews by strangers
are also gaining credibility with 60 percent of consumers reporting
online reviews by someone they do not know having a high to medium
influence over their buying decisions.
"Changes in how content is consumed across multiple devices
accelerates as new technology is introduced," concludes Belson. "This
trend will continue as more consumers gain access to new media devices
and consumption platforms. It brings about new challenges and exciting
opportunities for organizations in the technology, media and telecom
industries."
For more information on Deloitte's "Digital Democracy Survey," please visit:
http://www.deloitte.com/us/tmttrends. Connect with us on Twitter: @DeloitteTMT and #tmttrends.
About Deloitte's Technology, Media & Telecommunications PracticeDeloitte's
technology, media & telecommunications practice serves 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.
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SOURCE Deloitte
CONTACT: Anisha Sharma, Public Relations, Deloitte, +1 917 464
3713, anissharma@deloitte.com, Kelly Williams, Hill & Knowlton
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