Nearly One-Half of Americans are Creating Their Own Entertainment Content Online According to Deloitte Study
Deloitte's 2008 State of the Media Democracy Survey Revealing
Media Consumption Trends, Preferences and Business Implications to be
Launched at 2008 International Consumer Electronics Show
LAS VEGAS--(Business Wire)--Nearly one-half of U.S. media consumers are frequently creating
online content for others to see, according to a soon-to-be released
survey commissioned by Deloitte & Touche USA LLP. This marks a 12
point escalation from a prior survey commissioned by Deloitte in the
spring of 2007, challenging the conventional assumption that online
content creation is limited to a niche group of technology-savvy
individuals. This and additional top-line survey findings will be
released today at the Consumer Electronics Show in Las Vegas.
Deloitte's 2008 State of the Media Democracy survey found that 45
percent of survey respondents are developing Web sites, photo albums,
blogs and music online to share with friends, family, peers and total
strangers.
"Mass digitization has created unheralded choice and desire for
American consumers," said Ed Moran, director of product innovation for
Deloitte's Technology, Media and Telecommunications group. "Now, more
than ever, consumers have the independence to enjoy what they want,
when they want it, and where they want it - but increasingly, they are
also choosing to create content themselves, or re-working other
people's content."
The demand to access content "on the go" is also reflected
strongly in the survey, with 36 percent of all respondents stating
that they view their cell phone as an entertainment device - a rise
from 24 percent in Deloitte's previous survey - with digital cameras,
text messaging, and games ranking highest as the applications
consumers are most frequently using on their phones.
"The cell phone is increasingly moving center stage as the most
important entertainment device to consumers," said Phil Asmundson,
vice chairman and national managing partner for Deloitte's Technology,
Media & Telecommunications group. "The responses of those that we
polled indicate that it is not just a two device world, and that
advertisers and content providers should be looking beyond the TV and
computer when developing forward-looking consumer strategies."
When it comes to current advertising effectiveness, television
ranks number one (85 percent) as having the most influence on buying
decisions. However, online (65 percent) and magazine advertising (63
percent) are in a virtual tie for number two, followed by newspapers
(56 percent).
"Consumers are opting for - and increasingly being influenced
within -- a multi-platform world," said Ken August, Deloitte vice
chairman and U.S. Media & Entertainment leader. "Advertisers and
content providers should take note."
Appointments Available at CES
These and other survey findings will be discussed first-hand by
Deloitte consultants at the 2008 International Consumer Electronics
Show (CES) on January 7 and 8, 2008. Meetings will be hosted at the
Wynn Las Vegas, directly adjacent to the Las Vegas Convention Center
in the Deloitte Salon Suite during CES. To schedule a meeting, please
contact:
Kristin Martin, Marketing & Business Development, Deloitte
Services LP, kcmartin@deloitte.com.
About the Survey
The online survey was commissioned by Deloitte and conducted by
Harrison Group, an independent research company, between October 25
and October 31, 2007. The survey polled 2,081 consumers between the
ages of 13 and 75. The survey results have a margin of error is plus
or minus 3 percentage points. For more information on the survey,
visit http://www.deloitte.com/us/realitycheck.
About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu, a
Swiss Verein, its member firms and their respective subsidiaries and
affiliates. As a Swiss Verein (association), neither Deloitte Touche
Tohmatsu nor any of its member firms has any liability for each
other's acts or omissions. Each of the member firms is a separate and
independent legal entity operating under the names "Deloitte",
"Deloitte & Touche", "Deloitte Touche Tohmatsu" or other related
names. Services are provided by the member firms or their subsidiaries
or affiliates and not by the Deloitte Touche Tohmatsu Verein.
Deloitte & Touche USA LLP is the U.S. member firm of Deloitte
Touche Tohmatsu. In the U.S., services are provided by the
subsidiaries of Deloitte & Touche USA LLP (Deloitte & Touche LLP,
Deloitte Consulting LLP, Deloitte Financial Advisory Services LLP,
Deloitte Tax LLP and their subsidiaries), and not by Deloitte & Touche
USA LLP.
As used in this document, the term "Deloitte" includes Deloitte &
Touche LLP, Deloitte Consulting LLP, Deloitte Financial Advisory
Services LLP and Deloitte Tax LLP.
Deloitte Services LP
Jonathan Gandal
1-203-708-4115 (office)
1-203-984-6080 (mobile)
jgandal@deloitte.com
or
Hill and Knowlton
Nicola Piggott
1-310-633-9478 (office)
1-347-658-8923 (mobile)
Nicola.Piggott@hillandknowlton.com
Copyright Business Wire 2008
