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Recession Drives Big Changes In US Media Consumption Habits

deloitte-mediademocracy.gifA recent poll released by Deloitte shows that the recession has had a strong impact on the media consumption habits of American consumers.

Deloitte’s State of the Media Democracy Survey Fourth Edition revealed that television is again gaining in popularity, gaming is growing, and the mobile is being used for an increasing diverse set of activities.

The survey was conducted by the Harrison Group between September 11 and October 13, 2009, and included an online survey of 2,046 consumers between the ages of 14 and 75 in the United States.

Some of the key findings released by Deloitte included:

  • 72 percent of Americans report that they have been forced to reduce their purchases of other entertainment products like movies, concerts, sporting events, DVDs, CDs and videogames.
  • 70% of U.S. consumers rank watching TV in their top three favorite media activities. And when ranked alongside activities such as surfing the Web, listening to music or reading, 34% of Americans place it at the top of the list – a 26% increase from last year.
  • One-third of surveyed consumers use their mobile phone as an entertainment device and 47 percent of smart phone owners identify the device as one of their three most valuable media and entertainment products — a significant increase from 20 percent last year.
  • Forty-eight percent of those surveyed have data plans for their mobile phones and 42 percent are using their phones to access the Internet.
  • M-commerce has become a reality, with some 15% of consumers saying that they have purchased some product by mobile.
  • Nearly 60 percent of U.S. homes now own a video game console, a large increase from 44 percent three years ago. Interestingly, this growth is being largely driven by Generation X consumers (ages 27-43) and Baby Boomers (ages 44-62).

“The last year has posed serious financial challenges for American families and their media consumption habits have changed as a result,” said Phil Asmundson, vice chairman and Deloitte U.S. Technology, Media & Telecommunications leader.

For more information about Deloitte’s State of the Media Democracy Survey, Fourth Edition, visit the Deloitte website.


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