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Digital democracy survey, 11th edition
A multi-generational view of technology, media, and telecom trends
Media consumption habits are shifting as evolving technology puts today’s empowered consumer in the driver’s seat. Find out how their attitudes and behaviors are impacting business models and economics across industries.
- Media consumption habits, reimagined
- Breaking away from traditional TV
- Adapting to a binge-watching culture
- Advertising considerations: from influence to digital to ad-blocking
Media consumption habits, reimagined
Across generations, the one constant in today’s media landscape is change. With new devices, advanced mobile applications, more pervasive wireless connectivity, and evolving media business models, the empowered consumer has a myriad of ways to consume and enjoy digital media.
Changes in consumer behaviors towards binge-watching, social media use, and advertising are impacting business models and economics across many industries.
To understand where these trends stand today and where they are going, Deloitte’s Technology, Media, & Telecommunications (TMT) practice examines the generational habits of US consumers in the 11th edition of the Digital Democracy Survey.
Breaking away from traditional TV
Streaming continues to gain popularity. Audiences from multiple generations are gravitating to the anytime and anywhere access that streaming offers. While they spend a lot of time streaming free content, they are not shying away from spending money on paid streaming subscription services.
Almost half (49%) of US consumers—roughly 60% of Generation Z (Gen Z), Millennials, and Generation X (Gen X)—now subscribe to paid streaming video services. But consumers are streaming content from paid services only 35% of the time—while free services take up 40% of consumers’ streaming time.
Adapting to a binge-watching culture
Is binge-watching the new normal for media consumption? According to survey results it just might be. Nearly three quarters (73%) of US consumers—and nearly 90% of Millennials and Gen Z—say they have binge-watched video content.
And a large chunk of these consumers are binge-watching regularly, with close to 40% of the Millennials and Gen Z bingeing content weekly. What constitutes a binge? Three or more episodes in one session. That’s no problem for Millennial and Gen Z bingers. This group of binge watchers views an average of six episodes, or five hours of content, in a single sitting.
Advertising considerations: from influence to digital to ad-blocking
Gen Z and Millennials, generations sought after by advertisers, are relying heavily on their social networks for recommendations before making purchasing decisions. In fact, social recommendations are proving to be more influential than TV ads.
What’s more is that advertisers who do use TV as a medium are competing against a number of factors as we are finding that Millennials and Gen Z are likely to engage in up to four other activities while watching television.
Being smart with spending will be critical, and there are no guarantees with online and mobile ads, either. More than 80% of consumers will skip an online video ad if allowed, and 67% of consumers find mobile ads on theirs phone to be irrelevant.
Social media as mainstream media
With nearly everyone on it, social media is the new network for everything. Eighty four percent of all consumers—and more than 90% of Gen Z and Millennials— are on social networks. Today’s consumers are using social media to discover new content, get news, and resolve customer-service issues.
They’re using social media to discover new TV programs, too—with Gen Z and Millennials indicating that social networks are more effective than TV commercials for learning about new shows. And more Millennials and Gen Z consumers (33%) are getting their news primarily from social media, with 21% saying that TV is still their most popular news platform.
Disruption in the digital landscape (infographic)
How well do you know today’s empowered consumer? As digital media evolves, consumers across age groups, are changing the way they use and consume content. Their attitudes and behaviors towards binge-watching, social media, streaming, and advertising are impacting business models and economics across many industries. Get to know today’s empowered consumer by exploring our infographic for a multi-generational view of the digital media trends that are influencing consumers across the board.