Deloitte Media Consumer Survey 2014
Australia media usage and preferences
This third edition of Deloitte’s Media Consumer Survey, previously known as the State of the Media Democracy report, is a snapshot of how Australians are consuming different media and entertainment.
Deloitte’s survey reveals attitudes and behaviours, reporting on how they have changed over the past three years and considers the future. Our overarching finding is that a number of the much anticipated digital tipping points have arrived.
In this year's report we consider:
- How we like to be entertained
- Our preferred technologies and devices
- How we use social networks and their influence
- What and who we respond to
- Where advertising fits.
Media Consumer Survey 2014
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If using the Internet as a preferred source of entertainment continues to grow at the same rate as in previous years, it will eclipse watching TV in the coming year. This will herald a significant digital tipping point in our media habits. On the newspaper front, digital has already eclipsed print – whereas print is still the preferred magazine format.
Digital tipping points
Although watching television is the top ranking entertainment activity in Australia, consumers are watching it on their terms. Bingeing on TV episodes (back-to-back viewing >3 episodes) and multi-tasking whilst watching TV (e.g. browsing the web, using social media) is becoming more prevalent.
Taking the controls
Australians are social consumers – using social channels to express themselves, updating or checking their social media profiles daily and listening to other’s opinions through reviews on social media. Australians are also concerned about the misuse of their social media posts or tweets for promotional purposes.
Device ownership and preferences differs across age demographics e.g. laptops and mobiles are more popular with Generation X’ers and younger, whereas older generations’ preferred devices are their television sets. Devices used to multi-task when watching television also vary across the generations – and so too the apps used while multi-tasking.
Different strokes for different folks