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Digital democracy survey: A multi-generational view of consumer TMT trends

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For nearly a decade, Deloitte’s Technology, Media & Telecommunications practice has used this report to compare and contrast consumer attitudes and behaviors across generations related to entertainment devices, advertising, media consumption, social networking sites, and the Internet. This year’s survey puts a spotlight on the binge-watching culture, increased interest in streaming, social media’s influence on purchasing preferences, and more. Explore the trends that are influencing and reshaping media consumption behaviors among US consumers.

Visit to learn more: http://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/digital-democracy-survey-generational-media-consumption-trends.html?id=us:2sm:3ss:dds10:awa:tmt:051316

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Digital democracy survey: A multi-generational view of consumer TMT trends

  1. 1. Digital democracy survey Tenth Edition www.deloitte.com/us/tmttrends #TMTtrends A multi-generational view of consumer technology, media and telecom trends
  2. 2. Copyright © 2016 Deloitte Development LLC. All rights reserved. Millennials Generation X Baby Boomers Matures 14-18 19-25 26-32 33-49 50-68 69+ *2010 US Census Bureau — Population Division US Interim Projections 2000-2050 83 million 70 million 75 million 23 million Born 2001-1997 Born 1996-1990 Born 1989-1983 Born 1982-1966 Born 1965-1947 Born 1946 and prior 2015 US population* The survey focuses on four generations and six age groups:
  3. 3. Copyright © 2016 Deloitte Development LLC. All rights reserved. 10% Smartphone 8% Tablet 38% Laptop/ desktop Other devices 9% Smartphone 8% Tablet 39% Laptop/ desktop Other devices 44% Television 56% 44% Television 56% Movies TV shows Millennials aged 19-25 are spending just as much time watching moves and TV show on devices other than TVs
  4. 4. Copyright © 2016 Deloitte Development LLC. All rights reserved. Average number of paid video subscription services by generation 14–18 33–49 19–25 50–68 26–32 69+ Two Two Three Two Two One 46%of US consumers 61%of Millennials subscribe to a streaming video service &
  5. 5. Copyright © 2016 Deloitte Development LLC. All rights reserved. Home internet Pay TV Streaming video services 95%of US consumers 79%of US consumers 61%of US consumers 14–18 19–25 26–32 92% 94% 94% 14–18 19–25 26–32 64% 61% 68% 14–18 19–25 26–32 66% 78% 56% Millennials value their streaming services more than pay TV subscriptions
  6. 6. Copyright © 2016 Deloitte Development LLC. All rights reserved. Millennials spend more time streaming video content than watching live TV Live programming 30% 29% 28% Streaming 32% 38% 31% 14–18 19–25 26–32
  7. 7. Copyright © 2016 Deloitte Development LLC. All rights reserved. Average number of additional activities while watching TV 14–18 33–4919–25 50–6826–32 69+ Four Four Four Three One One 51% 49% 47% 40% Top activities millennials engage in while watching TV Browse & surf the web Use a social network Text message Read email 92% of US consumers are multitasking while watching TV
  8. 8. Copyright © 2016 Deloitte Development LLC. All rights reserved. Of those millennials that binge 76%binge watch TV at least monthly 70%of US consumers & 84%of Millennials binge watch TV Average # of episodes watched 14–18 19–25 26–32 5 66
  9. 9. Copyright © 2016 Deloitte Development LLC. All rights reserved. Social media recommendations are more influential than TV ads for 19-32 year olds Buying decision high/medium influence Television ads Recommendation from within your social media circle 14–18 19–25 26–32 74% 72% 65% 63%63% 68% 14–18 19–25 26–32
  10. 10. Copyright © 2016 Deloitte Development LLC. All rights reserved. Checking social networks is a daily habit for more than half of US consumers Frequency of checking social networks Daily Weekly Monthly 58% 14%13% 15% Not on social networks 66%of Millennials aged 19-32 value their time interacting with friends on social media sites as much as their time spent with friends in person
  11. 11. Copyright © 2016 Deloitte Development LLC. All rights reserved. Social media sites have surpassed television as the most popular source of news for Millennials Television Social media sites 21% 16% 27% 29% 37% 34% 14–18 19–25 26–32 14–18 19–25 26–32
  12. 12. Copyright © 2016 Deloitte Development LLC. All rights reserved. Contact information For more information on DDS10, visit: www.deloitte.com/us/tmttrends For inquiries, email: tmttrends@deloitte.com
  13. 13. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see www.deloitte.com/about for a detailed description of DTTL and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2016 Deloitte Development LLC. All rights reserved.

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