Deloitte Study Shows Consumers Increased Television Viewing in 200922 Dec, 2009 By: Jacqueline Renfrow Response This Week
NEW YORK – A recently released Deloitte survey reveals that consumers have upped the amount of television watching they did this year. The “State of the Media Democracy” reports that there was a 26-percent increase in the number of Americans choosing the TV as their favorite type of media over last year.
In Deloitte’s fourth edition of the survey, the company looked at the media consumption of more than 2,000 consumers, ages 14 to 75, in the United States. More than 70 percent of those surveyed ranked television as one of their top three favorite media activities. And when ranked with surfing the Web, listening to music or reading, 34 percent of consumers put TV at the top of the list. This number is more than double the amount of people who preferred the second-place choice – the Internet.
When watching television programs in general, 86 percent of consumers preferred to watch it on a TV set, while less than 10 percent prefer watching it online. However, most said they watched programs on DVR or using “On Demand” because 72 percent have had to reduce their entertainment product purchases such as movies, concerts, DVDs, CDs and video games.
“Television content continues to fascinate Americans,” says Ed Moran, Deloitte’s director of insights and innovation. “The recession has increased demand for in-home entertainment, with consumers choosing to invest in the enhancement of their TV experience. This dynamic, combined with new flat-panel models that access content from the Internet, will further blur the lines between TV and the Internet.
Perhaps increasing the argument for television, 65 percent of respondents would like to be able to easily connect their home TVs to the Internet so they can watch videos and download content.