27 Mar 2011

State of Media Democracy – What You Need to Know

Blog, Television Commercials 4 Comments

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 / DVRmobile 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.

4 Responses to “State of Media Democracy – What You Need to Know”

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    Very helpful article. Thank you for summarzing this info. Well done!

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