The State of the Media Democracy - Deloitte & Touch report

Deloitte & Touche USA LLP has a report based on an online survey conducted by Harrison Group.  Here are survey highlights:

High Demand for User-Generated Content

• 40 percent of all survey respondents are making their own entertainment (editing movies, music and photos)
  • 25 percent of Matures
  • 56 percent of all Millennials; leading Millennials (18-24) participate more
• More than one in 10 Millennials are actively uploading their own videos on the Internet
• 51 percent of all survey respondents are watching/reading content created by others
• 71 percent of Millennials, 56 percent of Xers; Boomers/Mature participation is less, but noteworthy
• 53 percent of Millennials would download more videos if  connection speeds were faster
• One-third of online content viewing is done on user-generated sites
  • Almost ¼ for Matures, ½ for Millennials

Long Live Traditional Media!

• Favorite and promising new television shows beat the Web as the most frequent media conversation topics for all generations
  • Extensive amplification with the Millennials as they tell the most people about what they like
  • 52 percent of Xers are visiting television show Internet sites
• Printed magazines are an integral part of every generation’s life
  • 72 percent enjoy reading magazines over finding the same information online
  • 58 percent of Millennials agree magazines help them learn about what’s “in”
• Compared with online activities like surfing the Web and downloading music, all generations aspire to reading a book in the coming year

Advertising Insights

• 64 percent  tend to pay greater attention to print ads in magazines or newspapers than advertising on the Internet
• More than one-in-four would pay for online content vs. being exposed to ads
• Search engines and word of mouth are the most effective means for driving Web site traffic — 85 percent of Xers are influenced by someone’s recommendation
• 87 percent of respondents continually visit the same Web sites
• Generation Xers are a little more responsive to advertising

Future Products
Millennials are leading the way as far as embracing new technologies, games, entertainment platforms, user-generated content and communication tools:

• 64 percent want to easily connect their television to the Internet for viewing videos and downloading content to their television
• 60 percent want the ability to move their content to any device they own without any problems
• 57 percent want an entertainment and communication device that lets them do everything
• 49 percent want a computer or similar device that will be the center of their household media experience

You can download a PDF of select findings.   Link:  Deloitte.com.  --Dennis