Deloitte Study: Millennials, Mobile and More

Deloitte announced the results of its third annual “The State of the Media Democracy” report today, and it is packed to the gills with all kinds of information about how people are consuming and interacting with video entertainment.

The survey was conducted online among 2,056 U.S. consumers ages 14 -75. The full report is being released at CES next month, but here are some highlights:

  • Millennials (ages 14 – 25) spend more time with media per week, but less time watching television, and mobile devices are primary entertainment channels for them.
  • Television remains the most impactful and influential advertising medium across all age groups, and watching television was the most preferred type of media for consumers as whole. Millennials were the exception with their media preferences scattered across TV, movies and the Internet; all were important to them.
  • Pre-roll ads were considered more influential than overlay ads.
  • Fewer people are willing to pay for content in exchange for an ad-free environment. The percentage of people willing to cough up for no ads dropped to 26 percent in 2008 from 37 percent in 2007.

  • Thirty-three percent of respondents owned a DVR (which is a little higher than Nielsen’s findings of 28 percent and LRG’s of 27 percent).
  • DVDs aren’t dead yet. Sixty-six percent of respondents said they will most likely purchase actual discs for their digital entertainment (movies and television programs) in the near future. Nineteen percent said they will purchase discs and download or streamed content. Fifteen percent said they would download most, if not all, of this type of content.
  • Good news for set-top box makers: Fifty-eight percent of all respondents want to easily connect their TVs to the Internet to download or view content or view content on their PC. That number bumps up to 70 percent for Millennials.
  • Millennials watch more UGC than professionally-produced content online, and they say they do so because it is more entertaining than traditional media choices.