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17 I want my broadband!
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Growth
Making the right decisions
Every organization grows at its own pace, determined
by factors as large as the global economy and as
personal as your current balance sheet. But every
business must grow — the only question is how.
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.
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Why a media democracy?
Because this is a global age in which everybody
contributes — not just the traditional media
companies.
Millennials: 14–26 70
• T railing Millennials: 14–20
60
• L eading Millennials: 21–26
Millions of people
(Birth Years: 1995–1983)
50
Generation X: 27–43 40
(Birth years: 1982–1966)
30
Baby Boomers: 44–62
20
(Birth years: 1965–1947)
10
Matures: 63–75
0
(Birth years: 1946–1934) Millennials Generation X Boomers Matures
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Select U.S. findings
An abridged “snapshot” from our detailed 4th Edition
Advertising: the next generation
The recession has turned advertising on its head — • 21% of U.S. consumers agree strongly/somewhat
what will have the most impact in the future remains that they are comfortable with having their Web
to be seen. browsing activity tracked in order to receive
advertising more targeted to their needs and
• T he majority of U.S. consumers (83%) still cite TV interests
advertising as one of the top three media having
the most impact on their buying decisions • 17% of U.S. consumers agree strongly/somewhat
that advertising/product placements in video games
• L ess than half of Americans identify online influence their buying decisions more than any type
advertising among the top three media with the of online advertising
most impact on their buying decisions
• 17% of U.S. consumers agree strongly/somewhat
that advertising on social networking sites
•2
4% of U.S. consumers agree strongly/somewhat influences their buying decisions more than any
that they would be willing to provide more type of online advertising
personal information online if that meant they
could receive advertising more targeted to their • 15% of Americans ranked newspaper advertising
needs and interests as the #1 media having the most impact on their
buying decisions
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Advertising effectiveness:
TV is the most influential
Q. When you encounter ads in the following media, which three have the most • Across all generations (except Matures, who rank
impact on your buying decision? newspaper advertising equally influential) TV still
reigns as the most influential advertising medium
Advertising types with impact (rated as a ‘Top 3’ influence)
by far — online and traditional print occupy a
3rd 4th Trailing Leading distant second-tier
Edition Edition Millennials Millennials Xers Boomers Matures
% % % % % % %
• Leading Millennials are more influenced by online
TV 88 83 80 82 86 82 80
advertising than other generations
Magazines 49 50 44 45 45 53 67
Online 48 47 55 69 46 41 32 • Trailing Millennials are more influenced by
Newspapers 42 44 20 17 37 59 79 in-theater advertising than other generations
Radio 27 32 26 22 37 34 27
Billboards/
10 13 11 12 14 13 8
outdoor advertising
In-theater
7 11 27 19 10 6 3
advertising
DVDs/Blu-ray 7 10 13 15 13 6 3
Mobile/smartphone 3 6 11 10 6 3 1
Video games 4 5 12 9 5 2 –
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The dawn of tribal marketing
TV continues to reign as the most influential • 26% of U.S. consumers are socializing online
advertising platform, and online ads are considered everyday/almost everyday (via social networking
influential by less than half of Americans. Yet, with sites, chat rooms or message boards) — 41% of
the rise of social media, perhaps we are beginning Millennials
to see the dawn of tribal marketing, where online
engagement with consumers will happen in a much • 55% of U.S. consumers believe strongly/somewhat
different, more social way. that online consumer reviews and ratings influence
their buying decisions more than any type of online
• The ability of ads on web sites to move traffic to advertising — 69% of Millennials
other sites has dropped from 72% to 59% over the
past three surveys • 51% of U.S. consumers have purchased a product
based on an online recommendation
• U.S. consumers articulated a decreased inclination
to click on more Internet ads, even if the ads were • 65% of U.S. consumers frequently/occasionally
targeted to their needs — falling from 66% in the visit web sites as a result of someone’s online
2007 Edition to 50% this year recommendation
• 57% of U.S. consumers currently maintain a social • 24% of U.S. consumers would find it extremely/
networking site — up from 48% last year very desirable to have an online service that
recommends a product based on other consumers’
preferences
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Online purchase behavior
Q. Have you ever learned of a new product for the first time online? • Consumers are much more likely to
Q. Have you ever purchased a product based on an online recommendation? be learning of new products for the
Q. Have you ever recommended a product to someone online through a blog first time online than in 2008
entry, a message board posting, or an online product review? – Over 80% of Hispanics have
% Saying ‘Yes’ to each: learned of a new product via
3rd 4th the Internet
African-
Edition Edition Millennials Xers Boomers Matures White Hispanic Asian
American
% % % % % % • Consistent with last year, about half
% Learned of a new of all consumers have purchased
product for first time 63 73 86 73 66 66 76 66 83 69 a product based on an online
online
recommendation, and one-third
% Purchased a are actually recommending and
product based
on an online
51 51 64 55 43 36 51 44 54 53 reviewing products themselves
recommendation
% Who have
recommended a
product through a
31 33 45 37 27 15 31 33 38 39
blog entry, message
board posting, or
online review
• The majority of U.S. consumers (65%) state the • 33% of U.S. consumers are communicating in real
main value of social networking sites (Facebook, time with others via their social networking site
MySpace, Twitter, etc.) is they allow them to
interact with more friends (more frequently) than • 26% of U.S. consumers are socializing online
they ever would be able to “offline“ everyday/almost everyday (via social networking
sites, chat rooms or message boards) — 41% of
• 57% of U.S. consumers currently maintain a social Millennials
networking site — up from 48% last year
– 36% of Matures are now maintaining a site —
up dramatically from 14% last year
– 46% of Boomers are maintaining a site — up
noticeably from 31% last year
– Millennials’ and Xers’ engagement remains flat
year over year, but they continue to drive this
activity with 77% and 61% maintaining sites
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Social networking on the rise
Q. Please indicate your experience with each of the following • Engagement with social
networking sites has
“Maintaining my social networking site (MySpace, Facebook, Classmates, Friendster, Linked-in, etc.)”
increased considerably
(summary of ‘Currently do’)
since last year (driven
80 76% 77% most notably by
71% Boomers and Matures)
61%
60
57%
51% 57%
45% 48% 46%
40
36%
30% 31%
20
14%
10%
0
2nd Edition 3rd Edition 4th Edition
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I want my broadband!
Staying connected (and doing so with lightening • 50% of U.S. consumers state they would view
speed) is more important than ever. more videos from the Internet if their connection
speed was faster, and downloads finished faster —
• 38% of U.S. consumers who have broadband fiber up from 39% last year
optic Internet access, rate it as their top media
subscription service — last year it didn’t even make • 65% of U.S. consumers want to be able to easily
the list because penetration of fiber optic was too connect their home TV to the Internet so that they
small to reference can view videos or downloaded content from the
Internet — up from 58% last year
– 88% of Boomers put fiber optic as one of the top
three services they value most
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Faster, is better!
Q. Please indicate how much you agree or disagree with the following statement (summary of ‘Strongly/
somewhat agree’)
“I would view* more videos from the Internet if my connection speed was faster and downloads finished faster.”
70
64%
60 54%
53% 53% 54%
50 46% 50%
43% 49%
40 42% 40%
38%
37% 39%
30
31% 33%
28%
19%
20 15% 22%
10
1st Edition 2nd Edition 3rd Edition 4th Edition
Total U.S. Millennials Xers Boomers Matures
* “I would download more videos…” in prior Editions Reality check State of the media democracy 19
TV, meet the Internet
Television content continues to fascinate Americans. – 4% via a free online video service (Hulu, TV.com);
But how long can that box in your living room survive? 15% are doing so daily or weekly
The answer is, if you combine it with the Internet,
maybe longer than you think. – 3% via the show’s Internet site — 9% are
watching their favorite shows via the shows’
• Over 70% of U.S. Consumers rank watching TV in Internet site at least weekly
their top three favorite media activities. And when
ranked alongside activities such as surfing the Web, • Americans are experimenting with how they are
listening to music or reading, 34% of Americans watching television programs. Over the last six
place it at the top of the list — a 26% increase from months, U.S. consumers have watched their favorite
last year TV programs on the following platforms:
– 77% watched them live on their home television
• When it comes to watching television on their home system
TV, Americans are watching 17.8 hours in a typical
7-day week — up notably from 15.8 hours last year. – 30% watched them via their DVR on their home
Millennials had the largest increase, going from 10.5 television system
hours to 14.7 hours! – 17% watched them via a free online video service
(Hulu, TV.com)
• U.S. consumers ranked the following methods
as their favorite way to watch their favorite TV – 18% have watched via the show’s Internet site —
programs: up from 13% last year
– 61% live on their home television system – 10% viewed them from a video-sharing site (like
YouTube)
– 21% via their DVR on their home television
system
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TV viewing times (year/year)
Q. How many total hours in a typical 7-day week are you doing each of the following activities? • When it comes to
watching television
Watching television on a home TV (year/year comparison)
on their home TV,
25 Americans are watching
22.9 17.8 hours in a typical
21.5
7-day week — up
20 19.2 18.7 notably from 15.8 hours
Hours per 7-day week
0
Total U.S. Millennials Xers Boomers Matures
80 74%
71% 70%
71%
64%
66% 61% 65%
60
52% 58% 58% 59%
47% 51%
49%
46%
40
40% 40%
35%
29%
20
1st Edition 2nd Edition 3rd Edition 4th Edition
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The mobile phone is the lifeline for the
connected consumer
Mobile Internet use is quickly decoupling the Internet locate shops, restaurants, hotels, etc., within a
experience from the desktop for almost half of specified radius of their location
the population. This will facilitate new consumer
behaviors, likely including increased mobile search, • Consistently over the last three years, roughly a
purchasing and social networking. But how will third of U.S. consumers use their mobile phone as
the mobile phone fare against the new upstart, the an entertainment device
netbook?
• U.S. consumers are frequently/occasionally doing
• 48% of U.S. Consumers have a voice AND data the following with their phones:
plan for their mobile/smartphones; 26% state this
plan is their MOST valued media & entertainment – 72% are text messaging — up from 65% last
service — ranking it overall as #8 among year, and increases across all generations
subscribers
– 42% are accessing the Internet — up from 36%
last year
• 47% of U.S. consumers state their “smartphone”
is one of their three most valuable media & – 30% are using mobile online search
entertainment products; ranking it as #4 among
owners — up from #10 last year – 27% are downloading apps to their phone
• 37% of U.S. consumers believe it would be – 26% are using GPS — up from 9% last year
extremely/very desirable to have a feature on their
– 15% are purchasing products
mobile/cellular phone that would allow them to
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Mobile phone applications use
Q. Thinking about the features included on your cell phone, please check the • Use of various mobile phone features has increased
answer that best describes your usage of each cell phone feature. notably since last year (from texting, Internet
access, and e-mailing to GPS usage and updating
Select applications (summary of ‘Use frequently/occasionally’)
social networking pages)
2nd 3rd 4th
Edition Edition Edition Millennials Xers Boomers Matures
% % % % % % % • Like prior Editions, Millennials continue to be the
most actively engaged in using the widest variety of
Text messaging 61 65 72 86 80 66 28
mobile phone capabilities
Internet access 35 36 42 55 42 37 20
E-mail 32 34 39 49 39 37 22
Mobile online search – – 30 45 35 20 12
Download applications to
– – 27 37 29 20 12
my phone
GPS (global positioning
12 9 26 34 27 24 8
service)
Update social networking
– 20 25 41 25 16 6
page
Receive news, sports,
weather and traffic
– – 24 31 28 20 9
updates through text
messaging
Purchase products – – 15 22 16 11 8
• U.S. consumers’ ownership of video game consoles • Millennials and Xers favor console systems;
has increased to 58% (up from 44% in our First Boomers and Matures favor their PC
Edition)
– 83% of Millennial households own a video game • Across the last four surveys, an average of over
console 50% of U.S. consumers state that video games
have become an important entertainment source
– 67% of Xer households own a video game console
for them
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Playing methods for newly released
video games (total U.S.)
Q. What methods have you used to play newly released video games in the past 6 months? • Nearly half of all U.S.
consumers have played
U.S. consumers: select platforms (year/year comparison)
video games on a home
console in the past six
50 47% months
42%
40
32% 31%
U.S. consumers
30 27% 26%
20 17%
13% 13%
11%
10
5% 4%
0
Mobile/smartphones Handhelds Computer Consoles
75 75 79 83 53 66 65 67 31 35 35 44 7 9 11 11
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And there are hundreds
more pages of data . . .
• Advertising: the next generation • The mobile phone is lifeline to the connected
• Baby Boomers consumer
• The dawn of tribal marketing • Movies and DVDs
• Digital photography/cameras • Music insights
• DVRs and TV multi-tasking • Newspaper insights
• Future of the media democracy • Radio insights
• Gender attitudinal differences • Search
• Generation X • Shopping insights
• I want my broadband! • Social networking: here to stay
• Internet insights • Technology insights
• Magazine insights • Telecom insights
• Matures • TV, meet the Internet
• Media products: ownership & preferences • User-generated content
• Media services: subscriptions & preferences • Video games: the shadow distribution channel
• Media platforms: usage & preferences • Viral/social activities
• Millennials (leading vs. trailing)
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Want to learn more?
For more information or to arrange an appointment to discuss these
and hundreds of other findings from the Fourth Edition of Deloitte’s
“State of the Media Democracy” survey, please contact: