Deloitte's Digital Democracy Survey

Digital Democracy Survey 1Copyright © 2014 Deloitte Development LLC. All rights reserved.
Digital Democracy Survey
Eighth Edition Headlines
www.deloitte.com/us/tmttrends
#TMTtrends
A multi-generational view of consumer
technology, media and telecom trends

• This is the eighth edition of research commissioned by Deloitte’s Technology,
Media and Telecommunications (TMT) practice.
• Focusing on four generations and five distinct age groups, the survey provides
insight into how consumers aged 14 and above are interacting with media,
products and services, mobile technologies, the Internet, attitudes and
behaviors toward advertising and social networks—and what their preferences
might be in the future.
• Fielded by an independent research firm from 11/22/2013 to 12/5/2013, the
survey employed an online methodology among 2,075 U.S. consumers.
• All data is weighted back to the most recent census to give a representative
view of what U.S. consumers are doing.
• For meaningful changes, we look for differences in year-over-year tracking and
generations of at least five percentage points.
About Deloitte’s Digital Democracy Survey

The survey focuses on four generations, and five distinct age groups:
Talking About the Generations
*2010 U.S. Census Bureau – Population Division
U.S. Interim Projections 2000-2050
74 70 76
23
0
20
40
60
80
Millionsofpeople
2013 U.S. Population*
(Millennials
Age 10-13
not included
in this study)
Leading
Millennials
Ages: 25-30
Birth Years:
1988 -1983
Generation
X (Xers)
Ages: 31-47
Birth Years:
1982 -1966
Boomers
Ages: 48-66
Birth Years:
1965 -1947
Matures
Ages: 67+
Birth Years:
1946 and prior
Trailing
Millennials
Ages: 14-24
Birth Years:
1999 -1989
Millennials Xers Boomers Matures

Over one-third of U.S. consumers are Digital Omnivores,
consumers who own a trio of tablets, smartphones and laptops
Digital OmnivoreDigital Omnivore

Women, who made up just over one-third of Digital
Omnivores two years ago, now account for 45% of this group
35
65
47
53
45
55
10%
26%
37%
2011
2012
2013
Total Digital
Omnivores
Total Digital
Omnivores
Total Digital
Omnivores
Male Female
Digital Omnivores (% gender )

Q. Thinking about how you rent/purchase video entertainment, such as movies
and television programming, how frequently will you do each of the following in the
next 12 months?
Renting is preferred to owning 3:1; Interest in streaming has
almost doubled in the last year
2013
Among Total U.S. Consumers (%)
Summary of Frequently (Everyday/Weekly)
2012 2013
Trailing
Millennials
14-24
Leading
Millennials
25-30
Xers
31-47
Boomers
48-66
Matures
67+
Rent (OVERALL) 28 42 58 65 50 26 15
*Watch digital video entertainment via an online
subscription streaming service
17 32 49 58 36 17 9
Rent dvd/blu-ray via mail service 13 11 14 20 11 7 7
Rent dvd/blu-ray via rental machine or kiosk 10 10 11 16 15 5 1
*Rent digital video entertainment where digital file
is downloaded to your device
6 6 8 20 7 2 0
Rent dvd/blu-ray at a physical rental store 6 6 9 11 9 3 2
Purchase (OVERALL) 12 13 19 32 14 6 3
*Purchase digital video entertainment via online
service
8 8 12 23 8 2 2
Purchase dvd/blu-ray at a brick and mortar retail
store
6 6 9 12 7 2 0
Purchase a physical dvd/blu-ray from an online
retailer
6 6 9 15 7 2 1
*2012: Rent digital video entertainment via online streaming service (i.e., not a hardcopy); Rent digital video entertainment where
digital file is downloaded to your local system; Purchase video entertainment via online streaming service

16
32
23
15
8
6
4
9
7
4
1
5
7
8
6
2
1
71
44
53
70
88
92
4
8
9
5
1
1
Q. Of the hours you spend watching movies and/or TV shows per week, what
percentage of time is spent watching on the following devices?
Percentage of time spent watching movies and/or TV shows on each device
Trailing
Millennials
14-24
Leading
Millennials
25-30
Xers
31-47
Boomers
48-66
Matures
67+
Total
Smartphone Tablet TV
Gaming
device
Desktop/
Laptop
Trailing Millennials are spending more time watching TV
shows and movies on nontraditional devices than on TVs

Q. Which of the following statements best describes you and/or your household
with regard to pay television service?
U.S. consumers indicate they are largely content with their
current Pay TV services
2013
Among Total U.S. Consumers (%) 2012 2013
Trailing
Millennials
14-24
Leading
Millennials
25-30
Xers
31-47
Boomers
48-66
Matures
67+
I have paid television service and have no plans to
cancel or change my paid television service within
the next 12 months
69 67 65 63 62 70 80
I have paid television service and am considering
changing to another paid television paid television
service provider within the next 12 months (NOT
cancelling altogether)
12 14 13 16 16 14 6
I have paid television service and am considering
canceling my service within the next 12 months (I
am considering cancelling my service altogether)
5 6 7 6 8 5 2
I have cancelled my paid service in the last 12
months (I no longer have any paid television service
at my home)
3 3 4 5 4 2 1
I do not have paid television service and
have not had paid television service within the
last 12 months
12 10 11 10 10 9 11

Q. In terms of how you purchase paid television, what would be your preference of
the choices listed below?
Interest in purchasing TV channel a la carte packages is
equal to consumer interest in bundled cable packages, with
both at 47 percent
2013
Among Total U.S. Consumers (%) 2012 2013
Trailing
Millennials
14-24
Leading
Millennials
25-30
Xers
31-47
Boomers
48-66
Matures
67+
Subscribe to a package of channels even if I do not
regularly watch them all
50 47 49 52 47 44 47
Subscribe only to the channels I watch regularly 42 47 46 43 46 49 48
Purchase only those individual shows and events I
want to watch
8 6 5 5 7 7 5

Q. Which are things you typically do while watching your home TV?
Up from 72% two years earlier, 86% of all U.S. consumers
say they are multitasking while watching television
2013
Among Total U.S. Consumers (%)
Summary of Always/Almost Always
Total 2012
Total
2013
Trailing
Millennials
14-24
Leading
Millennials
25-30
Xers
31-47
Boomers
48-66
Matures
67+
Browse and surf the web 27 52 51 35 26 10
Read email 26 35 39 29 30 16
Text message 23 51 41 25 13 3
Use a social network 23 48 48 26 14 5
Write email 19 25 33 22 19 12
Browse for products and services online 17 32 36 21 15 5
Play video games 16 25 26 20 13 8
Talk on the phone 17 21 27 22 14 6
Purchase products and services online 11 23 23 18 10 4
Microblogging 9 35 28 12 2 1
Read for pleasure 14 16 25 15 9 8
Read for work and/or school 12 24 27 14 3 1
Nothing else - just watch TV 19 7 9 12 16 27
Leading
Millennials
Generation
X (Xers)
Boomers MaturesTrailing
Millennials
4 4 3 2 1
Average number of additional activities while watching TV
35
30
26
26
22
21
18
18
16
14
14
13
14

Q. What percentage of your multitasking activities are directly related to the
program you are watching?
However, fewer than one-quarter of multitasking activities are
directly related to the programs that consumers are watching
26% 30%
22% 20%
11%
Percentage of Multitasking Directly Related to Program
2013
22%Total Related
Multitasking
Trailing
Millennials
Leading
Millennials Xers Boomers Matures
14-24 25-30 31-47 48-66 67+

Q. Of the time you spend playing games (all types of games), what percentage of
time do you play games on the following devices?
Consumers are spending nearly a quarter of their gaming
time on smartphones and tablets
Among Gamers (%)
Gaming time on each device
Total
Trailing
Millennials
14-24
Leading
Millennials
25-30
Xers
31-47
Boomers
48-66
Matures
67+
Male Female
Gaming console 26 32 35 29 16 4 32 19
Laptop 22 18 16 19 27 34 18 25
Desktop 20 12 12 16 30 48 21 19
Smartphone 15 20 19 16 8 5 12 17
Tablet 8 6 7 10 10 7 8 9
Television 3 3 3 3 4 1 3 3
Portable video game player 3 5 3 3 1 1 3 3
Streaming media box or over-the-top box 1 1 1 1 0 0 1 1
Other 3 3 3 3 5 1 2 4
26% 22% 20% 15% 8% 3% 3% 1% 3%
Gaming
Console
Laptop Desktop Smartphone Tablet Television Portable video
game player
Streaming
media box or
over-the-top box
Other

Q. What top three activities are you doing on your gaming console?
The gaming console is increasingly being used as a content
consumption device
Among Console Owners (%)
Top three activities
Total
Trailing
Millennials
14-24
Leading
Millennials
25-30
Xers
31-47
Boomers
48-66
Matures
67+
Male Female
Play video games 88 90 91 89 82 91 92 85
Watch movies (physical disc) 42 41 49 46 31 11 42 41
Stream TV/Movie content 32 39 38 32 21 9 34 30
Watch online content 26 43 20 20 18 6 28 23
Fitness training/education 16 14 18 14 21 17 10 22
Browse the Internet 16 18 12 13 22 26 16 16
Stream music 12 16 16 11 8 8 12 13
View home videos/photos 7 3 6 8 9 12 6 7
88%
42% 32% 26% 16% 16% 12% 7%
Play video
games
Watch movies
(physical disc)
Stream TV/
Movie Content
Watch Online
content
Fitness training/
education
Browse the
internet
Stream music View home
videos/
photos

Q. To what degree do the following influence your buying decisions?
Personal recommendations, including those from within social
media circles, continue to play a major role in buying decisions
19
44
20
22
14
13
10
12
12
10
10
6
10
6
7
8
6
5
4
4
42
51
46
46
44
47
43
42
41
38
37
33
36
27
22
19
20
20
19
86
71
68
60
57
57
55
54
51
48
43
43
42
34
30
25
25
24
23
Recommendations from a friend/family/known acquaintance
Television ads
Online review or recommendation from someone within your social media circle
Online review by someone you do not know in real life
A reseller or channel partner website
Magazine ads
Products or services mentioned/featured in a TV show or movie
Manufacturer or vendor website
Newspaper ads
An email from a company/brand
Radio ads
In-theater advertising (pre-movie)
Billboards and posters
Ads delivered through social media platforms
Video game advertising (all forms of games)
SMS/Text Message ad
Ads delivered on mobile apps, including location-based ads
A tweet/post by someone you do not already follow (NOT an ad)
A tweet/post by company/brand you do not follow High Medium
Total U.S. Consumers 2013 (%)

Q. How often do you update/check your profile/social network?
Checking social networks is a daily habit for 54% of U.S.
consumers
2013
Among Total U.S.
Consumers (%)
2013
Trailing
Millennials
14-24
Leading
Millennials
25-30
Xers
31-47
Boomers
48-66
Matures
67+
Male Female
1-3 times/day 33 37 37 39 27 21 31 34
4-10 times/day 12 21 20 13 5 2 11 12
10-20 times/day 6 13 9 4 3 0 5 6
More than 20 times/day 3 9 7 2 1 1 3 4
Weekly 15 8 14 18 16 14 17 12
Monthly 13 5 7 11 20 23 13 13
Not on social networks 19 8 6 14 28 39 20 18
54%
15% 13% 19%
Daily Weekly Monthly Not on social
networks
Among Total U.S. Consumers

Anisha Sharma
Public Relations
Deloitte
+1 917 464 3713
anissharma@deloitte.com
Kelly Williams
Hill & Knowlton Strategies
+1 310 633 9443
kelly.williams@hkstrategies.com
Contact Us
Digital Democracy Survey 21

About Deloitte
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clients under the rules and regulations of public accounting.
Copyright © 2014 Deloitte Development LLC. All rights reserved.
36 USC 220506
Member of Deloitte Touche Tohmatsu Limited

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