A new consumer survey conducted by Deloitte & Touche called "State of the Media Democracy" (and undemocratically released to The Hollywood Reporter before it’s official release at CES next month) highlights how Americans are embracing technology in their everyday life. According to the survey, some 38 percent of U.S. consumers reported watching television shows online, 54 percent report making their own digital content, and 36 percent use their mobile phones as entertainment devices.
Deloitte & Touche surveyed just over 2,000 U.S. consumers between October 25 to 31, 2007, to come up with its numbers. What may be most interesting about the survey is now the figures shifted from the first edition of the survey, conducted just eight months earlier: in that fuddy-duddy era, only 24 percent of consumers reported using their cell phones for entertainment. If Deloitte & Touche’s survey really has a handle on things, that means there’s been a 50 percent increase in the number of people turning to their mobile phones for fun. A similar jumps was found in the number of people watching online television:(24 percent to 38 percent, a proportionate increase of over 58 percent.
The study also found that 54 percent of consumers say they socialize via social networking sites, chat rooms, or message boards, while 45 percent say they have a profile on a social networking site. A whopping 54 percent said they create their own digital content via editing photos, videos, or music, and 45 percent say they create content for others to use on Web sites, blogs, profiles, and media sharing sites. Interestingly, 32 percent said they consider themselves to be "broadcasters" of their own media.
However, Deloitte & Touche concluded the boob tube has not yet run dry: 85 percent of consumers surveyed still consider TV advertising to have the most impact on their buying decisions. But, maybe that’ll change in another eight months.
