Digital democracy survey: A multi-generational view of consumer TMT trends
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For nearly a decade, Deloitte’s Technology, Media & Telecommunications practice has used this report to compare and contrast consumer attitudes and behaviors across generations related to entertainment devices, advertising, media consumption, social networking sites, and the Internet. This year’s survey puts a spotlight on the binge-watching culture, increased interest in streaming, social media’s influence on purchasing preferences, and more. Explore the trends that are influencing and reshaping media consumption behaviors among US consumers. Visit to learn more: http://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/digital-democracy-survey-generational-media-consumption-trends.html?id=us:2sm:3ss:dds10:awa:tmt:051316
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Digital democracy survey: A multi-generational view of consumer TMT trends
- 1. Digital democracy survey Tenth Edition www.deloitte.com/us/tmttrends #TMTtrends A multi-generational view of consumer technology, media and telecom trends
- 2. Copyright © 2016 Deloitte Development LLC. All rights reserved. Millennials Generation X Baby Boomers Matures 14-18 19-25 26-32 33-49 50-68 69+ *2010 US Census Bureau — Population Division US Interim Projections 2000-2050 83 million 70 million 75 million 23 million Born 2001-1997 Born 1996-1990 Born 1989-1983 Born 1982-1966 Born 1965-1947 Born 1946 and prior 2015 US population* The survey focuses on four generations and six age groups:
- 3. Copyright © 2016 Deloitte Development LLC. All rights reserved. 10% Smartphone 8% Tablet 38% Laptop/ desktop Other devices 9% Smartphone 8% Tablet 39% Laptop/ desktop Other devices 44% Television 56% 44% Television 56% Movies TV shows Millennials aged 19-25 are spending just as much time watching moves and TV show on devices other than TVs
- 4. Copyright © 2016 Deloitte Development LLC. All rights reserved. Average number of paid video subscription services by generation 14–18 33–49 19–25 50–68 26–32 69+ Two Two Three Two Two One 46%of US consumers 61%of Millennials subscribe to a streaming video service &
- 5. Copyright © 2016 Deloitte Development LLC. All rights reserved. Home internet Pay TV Streaming video services 95%of US consumers 79%of US consumers 61%of US consumers 14–18 19–25 26–32 92% 94% 94% 14–18 19–25 26–32 64% 61% 68% 14–18 19–25 26–32 66% 78% 56% Millennials value their streaming services more than pay TV subscriptions
- 6. Copyright © 2016 Deloitte Development LLC. All rights reserved. Millennials spend more time streaming video content than watching live TV Live programming 30% 29% 28% Streaming 32% 38% 31% 14–18 19–25 26–32
- 7. Copyright © 2016 Deloitte Development LLC. All rights reserved. Average number of additional activities while watching TV 14–18 33–4919–25 50–6826–32 69+ Four Four Four Three One One 51% 49% 47% 40% Top activities millennials engage in while watching TV Browse & surf the web Use a social network Text message Read email 92% of US consumers are multitasking while watching TV
- 8. Copyright © 2016 Deloitte Development LLC. All rights reserved. Of those millennials that binge 76%binge watch TV at least monthly 70%of US consumers & 84%of Millennials binge watch TV Average # of episodes watched 14–18 19–25 26–32 5 66
- 9. Copyright © 2016 Deloitte Development LLC. All rights reserved. Social media recommendations are more influential than TV ads for 19-32 year olds Buying decision high/medium influence Television ads Recommendation from within your social media circle 14–18 19–25 26–32 74% 72% 65% 63%63% 68% 14–18 19–25 26–32
- 10. Copyright © 2016 Deloitte Development LLC. All rights reserved. Checking social networks is a daily habit for more than half of US consumers Frequency of checking social networks Daily Weekly Monthly 58% 14%13% 15% Not on social networks 66%of Millennials aged 19-32 value their time interacting with friends on social media sites as much as their time spent with friends in person
- 11. Copyright © 2016 Deloitte Development LLC. All rights reserved. Social media sites have surpassed television as the most popular source of news for Millennials Television Social media sites 21% 16% 27% 29% 37% 34% 14–18 19–25 26–32 14–18 19–25 26–32
- 12. Copyright © 2016 Deloitte Development LLC. All rights reserved. Contact information For more information on DDS10, visit: www.deloitte.com/us/tmttrends For inquiries, email: tmttrends@deloitte.com
- 13. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see www.deloitte.com/about for a detailed description of DTTL and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2016 Deloitte Development LLC. All rights reserved.
Notas del editor
- NOTES: This is a look at the generational breakdown. Millennials are now the largest generation, surpassing the Baby Boomers. Since this is such a large grouping of consumers, we have broken Millennials into three separate age groups this year. 14-18 year olds who are still primarily living at home with parents, 19-25 year olds who are largely in college or just starting households of their own, and 26-32 year olds who are in many cases on their own and starting families of their own.
- Q17 Millennials spend nearly 50% of their time TV shows on devices other than a TV, primarily laptops/desktops, followed by smartphones and tablets. Millennials spend nearly 50% of their time watching movies and TV shows on devices other than a TV, primarily laptops/desktops, followed by smartphones and tablets. The TV and movie percentages are so close that we no longer see a device distinction for how consumers prefer to watch long-form and short-form content, and both are increasingly watched on mobile devices. Nearly 20% of Millennials’ TV/movie viewing time is now on mobile devices (smartphones and tablets). Millennials spend nearly 50% of their time watching movies and TV shows on devices other than a TV, primarily laptops/desktops, followed by smartphones and tablets. The TV and movie percentages are so close that we no longer see a device distinction for how consumers prefer to watch long-form and short-form content, and both are increasingly watched on mobile devices. Nearly 20% of Millennials’ TV/movie viewing time is now on mobile devices (smartphones and tablets).
- Q36 Above all, Home Internet is the most valued household subscription across all generations with 95% of US consumer subscribers placing it in their top 3 services. Nearly half of US consumers now subscribe to a streaming video service. Of those subscribers, 61% of it into their top three services. Millennials aged 14-25 value their streaming video services more than Pay TV subscriptions. Nearly half of US consumers now subscribe to a streaming video service. Of those subscribers, 61% of consumers value their streaming video service among their top three subscription services. Millennials age 14-25 value their streaming video service subscriptions more than pay TV.
- Q36 Above all, Home Internet is the most valued household subscription across all generations with 95% of US consumer subscribers placing it in their top 3 services. Nearly half of US consumers now subscribe to a streaming video service. Of those subscribers, 61% of it into their top three services. Millennials aged 14-25 value their streaming video services more than Pay TV subscriptions. Nearly half of US consumers now subscribe to a streaming video service. Of those subscribers, 61% of consumers value their streaming video service among their top three subscription services. Millennials age 14-25 value their streaming video service subscriptions more than pay TV.
- QNEW14 Above all, Home Internet is the most valued household subscription across all generations with 95% of US consumers placing it in their top 3 services. Nearly half of US consumers now subscribe to a streaming video service. Of those subscribers, 61% of it into their top three services. Millennials aged 14-25 value their streaming video services more than Pay TV subscriptions. Is there a trend with the other generations? Under 32 year olds (Millennials) are streaming more hours than watching live. Millennials are watching less than a third of their content live. Streaming more than watching live
- Q73 Doing 5 things at once. for Millennials are most frequently surfing the web, social media, email, and text messaging. 92% of consumers are multitasking while watching TV. Millennials are typically, on average, doing four additional activities while watching TV.
- QNEW24, QNEW25 70% of consumers, and more than 80% of Millennials, binge-watch TV content. Among those, nearly a third of consumers are binge-watching shows weekly. More than two-thirds of consumers binge-watch TV shows (3+ episodes in one-sitting), with 70% of them participating in this activity at least monthly The average binge-watching session involves watching 5 episodes at a time Binge-watchers place a higher value on their streaming services, and drive subscriptions to services like Netflix, Amazon Prime Instant Video, Hulu Plus, and HBO Now They also place greater importance on their internet speed, and are more willing to pay more for faster speeds
- Q40 While recommendations from friends and tv ads continue to have the highest influence over consumers buying decisions, there are significant generation differences among those more non-traditional advertising mechanisms. Millennials and X-ers significantly more influenced by social media, video game, and celebrity/online personality endorsements. Influence from recommendations within Social Media circle exceeds TV for Millennials aged 19-32. Online review by someone you don’t know exceeds TV for Millennials aged 19-32 Better chance of reaching the Millennials online than with TV TV ads are less effective than online reviews from someone you don’t know. For Millennials aged 19-32, recommendations from their social media circle and online reviews have now surpassed the influence of TV advertising. Millennials and Xers are also significantly more influenced by social media, video game, and celebrity/online personality endorsements. While social media ads have been rising in influence among Millennials, more than 50% of Millennials now rank them as having a high/medium influence over their buying decisions. Typically viewed to be a more intrusive form of advertising, Millennials are more accepting of receiving ads on their smartphones. The influence of SMS/text message advertisements had a big increase among Millennials this year, rising nearly 12% across the age groups.
- Q85 Checking social networks is a daily habit for more than half of US consumers 66% of Millennials aged 19-32 value their time interacting with friends on social media sites as much as their time spent with friends in-person.
- Q89 Social media, for Millennials, is now the number one source for News. Can we get a line chart –X axis is the DDS edition, and Y-axis is the value. Show TV and Social Media numbers to show tipping point where the numbers cross, by generation. Need Net numbers for Social Media and TV for Millennials from DDS9 and DDS8. CNN story leak about candidate pulling out and retraction. Social media sites have surpassed television as the most popular source of news for Millennials
- Q89 Social media, for Millennials, is now the number one source for News. Can we get a line chart –X axis is the DDS edition, and Y-axis is the value. Show TV and Social Media numbers to show tipping point where the numbers cross, by generation. Need Net numbers for Social Media and TV for Millennials from DDS9 and DDS8. CNN story leak about candidate pulling out and retraction. Social media sites have surpassed television as the most popular source of news for Millennials