Deloitte’s State of the Media Democracy Survey

Selected Highlights, U.S. Fourth Edition

TV, Meet the Internet

• Over 70% of U.S. consumers 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% of Americans place it at the top of the list – a 26% increase from last year
• Over the last 6 months, U.S. consumers have watched their favorite TV programs on the following platforms:
– 77% watched them live on their home television system
– 30% watched them via their DVR on their home television system
– 17% watched them via a free online video service (Hulu, TV.com)
– 18% have watched via the show’s Internet site – up from 13% last year
– 10% viewed them from a video-sharing site (like YouTube)
– 3% watched them on a portable MP3 video player
– 2% watched them on their mobile/smart phone

The Mobile Phone: Lifeline for the Connected Consumer

• 47% of U.S. consumers state their “Smart Phone” is one of their three most valuable media & entertainment products; ranking it as #4 among owners – up from #10 last year
• U.S. consumers are frequently/occasionally doing the following with their phones:
– 72% are test messaging – up from 65% last year, and increases across all generations
– 42% are accessing the Internet– up from 36% last year
– 30% are using mobile online search
– 27% are downloading apps to their phone
– 26% are using GPS – up from 9% last year
– 15% are purchasing products

Videogames: The Shadow Distribution Platform

• Across all platforms, more U.S. consumers are playing newly released videogames than a year ago:
– 47% have played via a home console – up from 31%
– 42% have played on their PC – again up noticeably from 26% last year
– 17% have played on a handheld – up from 11%
– 13% have played on a mobile phone/smart phone – up from 4%

The Dawn of Tribal Marketing

• 65% of U.S. consumers frequently/occasionally visit Websites as a result of someone’s online recommendation
• 55% of U.S. consumers believe strongly/somewhat that online consumer reviews and ratings influence their
buying decisions more than any type of online advertising – 69% of Millennials
• 51% of U.S. consumers have purchased a product based on an online recommendation