Americans Rank TV as Favorite Media Activity

NEW YORK: Deloitte’s new State of the Media Democracy survey reports that 71 percent of Americans rate watching TV on any device among their favorite media activities, while live TV in the home is still the most common method for accessing content.

The data, Deloitte says, supports the notion that traditional television advertising continues to be a viable model. In fact, 86 percent of those surveyed reported that TV advertising still has the most impact on their buying decisions.

Another key finding is that the Internet, mobile and social media channels are enhancing the overall television viewer experience, driving people to watch first-run programs and live events during their initial broadcast. Multitasking while watching TV also also become the norm for almost 75 percent of those surveyed; 42 percent are online, 29 percent are talking on cellphones or mobile devices, and 26 percent are sending instant messages or text messages. In addition, 61 percent of U.S. consumers now maintain a social networking site—as a result, delaying awareness of live TV outcomes is almost impossible.

“Consumers are not only watching television, they are talking about it, and those conversations are frequently taking place in real-time online and via IM/texting,” said Phil Asmundson, vice chairman and technology, media and telecommunications industry leader at Deloitte LLP. “By embracing the Internet as a platform that encourages audiences to participate in discussions about their favorite programs, television is maintaining its hold on the American public. People want to be part of the real-time conversation and they are embracing both platforms in a complementary fashion. And, because television has embraced the Internet and social media so effectively, the traditional television advertising model is alive and well."

Deloitte also notes that 33 percent of American households now own a smartphone, up from 11 percent three years ago. “The growth in the smartphone market over the past few years is having a bigger impact on our lives than anyone might have imagined,” said Asmundson. “As the costs for these types of devices and the wireless services that come with them continue to fall, consumers are starting to shift their behavior, taking advantage of anywhere, anytime connectivity and handheld performance levels comparable to those found on their PCs. We expect smartphone adoption rates to continue to climb as new network technologies such as 4G begin to make the user-experience even faster and more seamless.”