Insights

Media Consumer Survey 2014

The digital divide

This year marks the eighth annual Media Consumer Survey, presenting our view on the major trends that are impacting the media landscape and how the UK population ‘consumes’ media.

Is the UK addicted to media?

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 and an obsession with technology. Some key findings include:

  • The average UK household spends £900 a year on media
  • TV bingeing: 17% of consumers admitted to staying up  late to watch another episode of  their  favourite TV show
  • Take up of paid-for music streaming has doubled since last year
  • Over 50% of consumers view Facebook as a source of entertainment and 36% as a way to discover new content
  • 70% of people who earn more than £55,000 visit the cinema at least twice a year vs.  39% of those who earn less than £20,000
  • The average casual gamer (playing on tablets/smartphones/social media) is now a 25-34 year old woman.
About the research

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 16 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 (IPSOS Mori) during January - February 2014, using an online methodology with 2,000 consumers in the UK.

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