State of the Media Democracy

A global, multi-generational view of consumer trends in tech, media & telecoms

Deloitte's State of the Media Democracy survey takes an in-depth, multi-generational look at how consumer preferences vary and are evolving within the changing landscape of device ownership, subscription services, advertising platforms, social networking adoption, and emerging payment models.

A note from the authors


Propelled by the explosion of tablet and smartphone ownership, the ranks of digital omnivores — those who own a laptop, smartphone, and tablet — have swelled. The growing popularity of digital devices is changing media consumption habit. 

Focusing on four generations and five distinct age groups, the survey provides a "reality check" on how consumers between the ages of 14 and 75 are interacting with media, entertainment, advertising, and information in the U.S. and UK.

Select a country below to learn more about reports:

- U.S.

- U.K.

Media Consumer survey 2014

This year’s Media Consumer survey provides a ‘reality check’ on how UK consumers, across the generations, interact with media and what their preferences might be in the future.

Our survey shows that 65% of respondents have access to a smartphone and a third have a tablet in their household. This suggests that consumption of media is set to grow further. It seems that despite the frosty economic climate, UK consumers still seem besotted by high quality professionally-produced media and the devices on which they consume it.

To reflect the breadth of consumption habits that exist in today’s market, we have chosen to first focus on how UK consumers regard the drivers of change in the market – the digital media and device economies – and then look at their effects on four media markets: TV, news and magazines, books and video gaming. 

About the survey

This is the eighth annual edition of research commissioned by Deloitte’s Media & Entertainment practice.

Focusing on four generations of respondents, the survey provides a ’reality check’ on how consumers between the ages of 14 and 75 are interacting with media, entertainment, and information, and what their preferences might be in the future. The survey was carried out by an independent research firm during December 2012, using an online methodology with 2,085 consumers in the UK and over 16,000 worldwide.

The 'Media Consumer' is almost unrecognisable compared to eight years ago. They are media addicts: resulting in disruption to the TV industry, social media as an entertainment medium, the rise of streaming vs. radio, the new casual gamer and an obsession with technology.

This year marks the eighth annual Deloitte Media Consumer Survey, presenting our view on the major trends that are impacting the media landscape and how the UK population ‘consumes’ media. For the first time, we have written the survey to be focussed on the UK market and the challenges and trends organisations in the technology, media and telecoms industry face.

Download the report to read more. 



Mobile Consumer survey 2014

As we approach the 30th anniversary of the first ever mobile phone call made in the UK, our collective dependency on mobile services continues to rise.

Our fourth annual edition of the UK Mobile Consumer survey analyses the five key sub trends that we see happening in the mobile industry. Some key findings include:

  • 35 million people have a smartphone in the UK
  • One in six UK adults look at their phone more than 50 times a day
  • Over 30% of UK adults look at their phone within 5 minutes of waking
  • The average Instant Message (IM) user sends over 55 IMs a day
  • 4G subscriber numbers expected to exceed 10 million by the end of the year
  • Only a fifth (20%) of mobile consumers with 4G have watched more video since subscribing to 4G, compared to 49% in 2013
  • App downloads down on last year
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