RedGrey Concepts

State of Media Democracy – What You Need to Know

The fifth edition of Deloitte’s “State of Media Democracy” survey reveals that a whopping 86% of Americans stated that TV advertising has the most impact on their buying decisions. The survey also revealed some interesting findings for Tivo / DVR,  mobile platforms and social media.Nearly three quarters of people prefer to watch their favorite TV shows live. And many of them are watching those shows on flat-panel TVs, with 59% of households now owning at least one.

Apparently the 30-second spot isn’t being skipped quite as often as some will have you believe.

Here are some other key findings:

Smartphones

• This year, 17% of consumers who owned smartphones rated the smartphone as their most valued device, up from 6% in 2007 and 2008
• Smartphone ownership is strongest in the households of trailing millennials (51%), leading millennials (54%) and generation Xers (42%)
• 30% of smartphone owners have used their device to make a purchase over the past year, and more than half have used their smartphone or other mobile device as a replacement for their laptop’s functionality while away from home

Social Media

• 57% of U.S. consumers currently maintain a social networking site
• 26% of U.S. consumers are socializing online everyday/almost everyday (via social networking sites, chat rooms or message boards)
• 55% of U.S. consumers believe strongly/somewhat that online consumer reviews and ratings influence their buying decisions more than any type of online advertising
• 51% of U.S. consumers have purchased a product based on an online recommendation
• 24% of U.S. consumers would find it extremely/very desirable to have an online service that recommends a product based on other consumers’ preferences
• 65% of U.S. consumers frequently/occasionally visit web sites as a result of someone’s online recommendation
• 55% of Americans believe strongly/somewhat that online consumer reviews and ratings influence their buying decisions more than any type of online advertising

Here’s a link to download the entire survey: Deloitte’s “State of Media Democracy”

Hat tip to Michael Gass over at the Fuel Lines Blog for his post on Deloitte’s report.