Written by Chris Albrecht
Posted Wednesday, December 17, 2008 at 9:01 PM PT

 

Deloitte Study: Millennials, Mobile and More

Deloitte announced the results of its third annual “The State of the Media Democracy” report today, and it is packed to the gills with all kinds of information about how people are consuming and interacting with video entertainment.

The survey was conducted online among 2,056 U.S. consumers ages 14 -75. The full report is being released at CES next month, but here are some highlights:

  • Millennials (ages 14 – 25) spend more time with media per week, but less time watching television, and mobile devices are primary entertainment channels for them.
  • Television remains the most impactful and influential advertising medium across all age groups, and watching television was the most preferred type of media for consumers as whole. Millennials were the exception with their media preferences scattered across TV, movies and the Internet; all were important to them.
  • Pre-roll ads were considered more influential than overlay ads.
  • Fewer people are willing to pay for content in exchange for an ad-free environment. The percentage of people willing to cough up for no ads dropped to 26 percent in 2008 from 37 percent in 2007.

  • Thirty-three percent of respondents owned a DVR (which is a little higher than Nielsen’s findings of 28 percent and LRG’s of 27 percent).
  • DVDs aren’t dead yet. Sixty-six percent of respondents said they will most likely purchase actual discs for their digital entertainment (movies and television programs) in the near future. Nineteen percent said they will purchase discs and download or streamed content. Fifteen percent said they would download most, if not all, of this type of content.
  • Good news for set-top box makers: Fifty-eight percent of all respondents want to easily connect their TVs to the Internet to download or view content or view content on their PC. That number bumps up to 70 percent for Millennials.
  • Millennials watch more UGC than professionally-produced content online, and they say they do so because it is more entertaining than traditional media choices.

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Comments & Trackbacks

  1. [...] Read more.. [...]

    Zentym » Blog Archive » Deloitte Study: Millennials, Mobile and More on December 18th, 2008 at 1:18 am - Permalink

  2. “Fewer people are willing to pay for content in exchange for an ad-free environment. “

    I’d hazard a guess that this is because the quality and sensitivity of online advertising has made great leaps. I am finding it much less obtrusive and more consistent with other forms of advertising in terms of entertainment value and sophistication of message delivery.

    Abigail Hamilton on December 18th, 2008 at 7:20 am - Permalink

  3. [...] would just prefer to have a physical copy. This desire to cling to shiny discs was echoed in a Deloitte study issued last night, which found most people were still interested in buying physical media. Ipsos [...]

    People Prefer Streaming Over Downloading « NewTeeVee on December 18th, 2008 at 7:57 am - Permalink

  4. “Millennials watch more UGC than professionally-produced content online, and they say they do so because it is more entertaining than traditional media choices.”

    I wonder if this is a stage-of-life thing or whether they will bring these preferences with them as they enter the 18-24 demo…Anyone have any POV on that?

    Abigail Hamilton on December 18th, 2008 at 8:29 am - Permalink

  5. [...] New Tee Vee reports on new Deloitte findings, among which is: [...]

    Deloitte study yields surprises | TV and the Internet: Better together on December 18th, 2008 at 10:43 am - Permalink

  6. [...] Multi-media Millennials (Deloitte releases its third annual study on how we consume and engage with media today. NewTeeVee highlights some great stats on Gen Y) [...]

    Ypulse Essentials: Deloitte Study, Overshare, Disney’s Advergames | Ypulse on December 18th, 2008 at 1:05 pm - Permalink

  7. [...] Multi-media Millennials (Deloitte releases its third annual study on how we consume and engage with media today. NewTeeVee highlights some great stats on Gen Y) [...]

    Ypulse Essentials: Deloitte Study, Overshare, Disney’s Advergame | Tween Girls On Line Magazine on December 18th, 2008 at 3:14 pm - Permalink

  8. [...] provides highlights of Deloitte’s “The State of the Media Democracy” report, which will be released [...]

    Stein Communications The Scoop » Blog Archive » Deloitte Study of Millennials on December 19th, 2008 at 5:13 am - Permalink

  9. [...] would just prefer to have a physical copy. This desire to cling to shiny discs was echoed in a Deloitte study issued last night, which found most people were still interested in buying physical media. Ipsos [...]

    People Prefer Streaming Over Downloading « ThisGlobe.com on December 19th, 2008 at 4:21 pm - Permalink

  10. [...] Deloitte Study: Millennials, Mobile and More « NewTeeVee [...]

    links for 2008-12-24 - Kevin Bondelli’s Youth Vote Blog on December 24th, 2008 at 10:30 am - Permalink

  11. [...] Deloitte Study: Millennials, Mobile and More | NewTeeVee – Television remains the most impactful and influential advertising medium across all age groups, and watching television was the most preferred type of media for consumers as whole. Millennials were the exception with their media preferences scattered across TV, movies and the Internet; all were important to them. [...]

    Unrequired Reading {23.12.08 to 27.12.08} | Adrian Monck on December 29th, 2008 at 12:19 am - Permalink

  12. [...] What millennials are watching and not. Surprise surprise, it’s less TV, but more media in general. [...]

    Mediacology » Links R Us on December 30th, 2008 at 6:02 am - Permalink

  13. [...] However, more and more TV viewers are finding themselves spending time on their laptop or PC whilst channel surfing. Put aside the fact that these audiences are young and don’t tend to be – at least not yet – [...]

    The Platform4 blog - Web and TV, can they be bedfellows? on January 21st, 2009 at 2:17 am - Permalink

  14. [...] A Multichannel News series reported that the average age of a CNN live stream viewer was 47.7. A Deloitte study found Millennials (ages 14 – 25) spend more time with media per week, but less time with [...]

    Pew: Sure, Youngs Use Web Vid, But Olds Catching Up « NewTeeVee on January 29th, 2009 at 9:38 am - Permalink

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