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State of the Media Democracy |
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The state of media democracy is lead by the Millennials (ages 13-24), enthusiastically embracing new technologies, games, entertainment platforms, user-generated content and communication tools. They’re the influential impacting both the demand and the content being made available on different media platforms, according to a new study by Deloitte.
User-generated content is in tremendous demand
across the generations, with 51% of all consumers watching and/or
reading content created by others and Millennials are at the forefront
of this trend, Generation X (Xers), Boomers and Matures are also participating.
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51% of all consumers are watching/reading personal content created by
others; the number jumps to 71% for Millennials.
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55% of Millennials and 42% of Xers read blogs, while 62% of Millennials
and 41% of Xers watch YouTube or other video streaming sites.
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40% of all consumers are creating their own entertainment, such as
editing movies, music and photos. Millennials may be the majority of
the creators at 56%, but Matures are also participating – 25%
of them report creating their own entertainment.
 Some key
highlights of the findings include:
* 51% of
all consumers are watching/reading personal content created by others;
the number jumps to 71% for Millennials
* 55% of
Millennials and 42% of Xers read blogs
* 62% of
Millennials and 41% of Xers watch YouTube or other video streaming sites
* 40% of
all consumers are creating their own entertainment, such as editing
movies, music and photos.
* 56%
Millennials are creating their own entertainment
* 25% of
Matures report creating their own entertainment
While the Internet is surging in popularity, traditional media,
including TV, magazines and books, remain deeply engaging to all
generations.
* 79% of
all consumers discuss their favorite TV shows with friends, family and
colleagues, compared with 38% that discuss favorite websites
* 66%
state the best use of their DVR is the freedom to watch shows on their
own schedule, with Xers leading the way at 73%
* 72% of
all consumers enjoy reading print magazines, a proportion that's
consistent across the generations
* 23% of
all consumers expect to spend more time reading books this year. A
slightly larger percentage expects to spend more time hanging out with
family and friends.
Cell phones are surging as entertainment devices
* 46% of
Millennials embrace their cell phones as an entertainment device
* 57% of
all consumers text message on their cell phones compared with 84% of
Millennials
* 56% of
all consumers take photos with their phones, including 37% of Matures.
* 60% of
Trailing Millennials (those ages 13-18) have someone else paying the
cell phone bill
* 25% of
"Leading Millennials" (19-24) are still getting financial support for
their cell phones
When it comes to advertising, print prevails over the Internet. Search
engines and word of mouth are most effective in driving traffic to an
Internet site.
* Of the
four generational groups, Xers are most responsive to online advertising
* 28% of
consumers would pay for online content to avoid ad exposure
* 76% of
all consumers find Internet ads more intrusive than print ads
* 64% pay
more attention to print ads than those online
* 84% of
all consumers visit a website after finding it through a search engine
* 82% do
so because of a personal recommendation.
* 87% of
all consumers continually frequent the same websites
* 56% are
constantly in search of something new.
The report concludes that the Millennials are boldly embracing new
technologies, entertainment platforms and communication tools,
including integrated platforms, portable media and "all-in-one" devices.
* 64% of
Millennials, 20% of Matures and 48% of all consumers want to easily
connect their home TV to the Internet
* 57% of
Millennials and 37% of Xers want an all-in-one device
* 60% of
Millennials and 45% of Xers want to be able to easily move their TV
shows, podcasts, movies and other media to any devices/platforms they
own
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