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Reality check
State of the media

Multi-National Third Edition, select highlights


1 Survey Overview

4 Select Country Insights
5 Advertising
6 Online Activities
7 Print & Publishing
8 Music
9 Technology
10 Cell Phones
11 Television
12 Video Games

13 Select Multi-National Findings
14 Advertising 3.0
17 Appointment TV Redux
20 Cell Phones: The Vindication of the Two-Inch Screen
23 Content is King, and the Network is Queen. God Save the Queen!
27 Disc vs. Download: Dim Future for Shiny Discs??
31 Millennials: The Global Early-Adopter Generation
34 User-Generated Content: From Novelty to Habit

38 Want to Learn More?

Survey Overview

About Deloitte's
“State of the Media Democracy” Survey
• This is the third edition of research that was commissioned
by Deloitte’s Media & Entertainment practice – and the irst
to focus on consumers across ive international markets.

• Focusing on four generations, 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.

• Fielded by an independent research irm from September
17th – October 20th, 2008, the survey employed an online
methodology among 8,824 consumers:
Brazil: 1,022
Germany: 1,882
United Kingdom:2,023
United States:2,056

• Several companies have continued to help us shape the
survey and discussed the initial results with us.
• For meaningful differences, we look for differences in year-
over-year tracking and generations of at least 5 percentage
points. For data in hours, we look for year-over-year
differences of 0.5 hours and 1.5 hours when comparing
• We will repeat the Survey annually to spot emerging trends
and changes in behavior and technologies.
Why a Media Democracy?
Because this is a global age in which everybody contributes –
not just the traditional media companies.

Empowered by new technologies, customers now "vote“
through their actions for new sorts of content, new access
devices, distribution platforms, advertising models, and pricing


Talking ‘Bout the

Each edition of Deloitte’s “State of the Media Democracy”
Survey focuses on four generations:
Millennials: 14-25
Trailing Millennials: 14-19
Leading Millennials: 20-25
(Birth Years: 1994 -1983)


Generation X:
(Birth Years: 1982 -1966)

Baby Boomers:
(Birth Years: 1965 -1947)

(Birth Years: 1946 -1932)




2008 U.S. Population*





Generation X

* U.S. Census Bureau - Population Division U.S.
Interim Projections 200 - 2050

Chapter Index of Survey

Deloitte’s “State of the Media Democracy” Survey, Third
Edition provides insight into dozens of topics, including those
listed below. This document provides indings in just a few of
those areas.

Advertising 3.0
Appointment TV Redux
Baby Boomers
Books: Cover to Cover
Cell Phones
Content is King; the Network is Queen
Disc vs. Download
Digital Photography/Cameras
Future of the Media Democracy
Gender Attitudinal Differences
Generation X
Internet Insights
Magazine Insights
Media Products: Ownership & Preferences

Media Services: Subscriptions & Preferences
Media Time Use
Media Platforms: Usage & Preferences
Millennials: The Global Early-Adopter Generation
Millennials (Leading vs. Trailing)
Movies and DVDs
Music Insights
Newspaper Insights
Radio Insights
Shopping Insights
Social Networking & Community Insights
Technology Insights
Telecom Insights
Television & DVR Insights
User-Generated Content
Viral/Social Activities


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Select Country



• Television advertising is universally considered the most inlu
• Consumers in Brazil and Japan are generally more open to
ential across all ive markets.interacting with online advertising, if it is targeted to their
speciic needs and particularly if it delivers a tangible upside
• A consistent second-tier of inluence also emerges including
such as information or free content.
traditional outlets such as magazines, newspapers, as well as
online sources.
• The majority of consumers do not wish to pay a signiicant
amount of money (less than $25 in the U.S.) for an ad-free
• With the notable exception of Brazil, consumers ind online
online experience.
advertising to be more intrusive than traditional outlets such
as magazines and newspapers.
• The top two Internet advertising inluences across all
countries are search engine results and banner ads.

• J apan is least likely to pay greater attention to print ads in
magazines and newspapers versus online ads.

• German consumers are the least interested of any of the ive
surveyed countries in targeted online advertising, and least
interested in advertising which provides some sort of quid
pro quo such as free content.


Online Activities


• Using search engines is the most common online activity • Consumers in all markets are spending a signiicant propor
across all countries.tion of their online video-watching time on user-generated
content — particularly in Brazil.
• The majority of consumers across all ive countries feel their
computer has become more of an entertainment device than
• A majority of consumers have learned of a product for the
their television. irst time online — this is especially true in Japan and Brazil.

• I nternet use skews somewhat higher in Japan, and consider
• Consumers in Germany and Japan place relatively less
ably higher in Brazil, where consumers spend almost twice value on always having the absolute fastest Internet service
the amount of time on the Internet (NOT including business/available to them.
school time) as they do watching TV.

• Perceptions of being limited by their Internet access (‘I would
• Brazilian consumers are highly engaged in a variety of online
download more videos if my connection was faster’) are
activities — speciically interaction with user-generated strongest in Japan and Brazil.
content, downloads, and social networking.

• Across all markets except Japan, contributing to social
networking pages is the most common outlet for creating
online content (in Japan, blogs are the most common form
of this activity).