Posts Tagged ‘State of the Media Democracy’

TV gains in popularity, influence

Wednesday, February 2nd, 2011

Ads on television are the most influential and TV is Americans’ favorite medium, Deloitte’s fifth annual “State of the Media Democracy” report finds.

In part thanks to high-definition broadcasts, Americans “are coming back to television in a big way. They’re enjoying TV more than they were three years ago, and they’re watching it more,” Jim McDonnell, a Deloitte principal, told The Hollywood Reporter.

The survey asked consumers to rank their top three types of media, and 71 percent of respondents ranked TV first, followed by the Internet (46 percent), music (35 percent), books (32 percent) and movies (25 percent), according to THR.

“Eighty-six percent said TV ads influenced them most, followed by online (50 percent), magazines (46 percent), newspapers (40 percent) and radio (27 percent). Billboards, in-theater commercials, ads in video games and other categories were further down the list.”

People watch TV on multiple platforms, and smartphones are particularly gaining in popularity. The study report says 33 percent of American households now own a smartphone, up from 11 percent only three years ago, and 40 percent of responding consumers who don’t have a smartphone said they are likely to buy one soon.

The study also found that social media has been a boost to TV viewing, because people don’t want to be out of the loop when online friends discuss programs.

“Consumers are not only watching television, they are talking about it, and those conversations are frequently taking place in real-time online and via IM/texting,” said Phil Asmundson, vice chairman and technology, media and telecommunications industry leader for Deloitte.  “By embracing the Internet as a platform that encourages audiences to participate in discussions about their favorite programs, television is maintaining its hold on the American public. …

“And, because television has embraced the Internet and social media so effectively, the traditional television advertising model is alive and well,” Asmundson added.

The study also found that print magazines remain popular, and that cloud computing is emerging as a potential consumer entertainment storage and access solution.

Deloitte said its survey assessed media consumption preferences of nearly 2,000 consumers, ages 14 to 75 years old.