Survey: Greater Access = Greater Consumption

According to a Deloitte survey, the proliferation of devices is increasing access to content, which recent data suggest is driving more consumption. Deloitte's sixth edition "State of the Media Democracy" survey indicates that the introduction of new platforms has led to increases in the consumption of movies and books. The survey assesses media consumption preferences of nearly 2,000 consumers, ages 14 to 75 in the United States.

Trends include increased access to content driving consumption, smartphones continuing to challenge other devices, and the role of DVRs in preserving consumers' cable and satellite TV subscriptions.

As recently as 2009, only 28% of Americans reported streaming a movie; today, 42% report streaming.

The number of households owning smartphones jumped to 42% in 2011 from 25% in 2009. The number of consumers interested in purchasing a smartphone in the near future increased to 52% in 2011 from 40% in 2010.

The survey also shows Americans value cable TV and satellite TV above most other services, and using a DVR is the second-most preferred means of watching a favorite TV show. Yet, only 44% of those surveyed have DVR functionality. This represents an opportunity for cable and satellite TV companies to provide this highly valued viewing capability to millions of additional Americans.

At the same time, a number of Americans have already cut, or are exploring cutting their pay TV connection entirely. Deloitte's survey found that 9% of people have already cut the cord and 11% are considering doing so because they can watch almost all of their favorite shows online. An additional 15% of respondents said that they will most likely watch movies, TV programs, and videos from online digital sources (via download or streamed over the Internet) in the near future.
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