Wired Audience Grows, per Survey

NEW YORK About 38 percent of consumers are watching TV shows online, 36 percent use their cell phones as entertainment devices and 45 percent are creating online content such as Web sites, music, videos and blogs for others, according to a new-media survey from Deloitte & Touche.

The findings of the online survey of 2,081 U.S. consumers, conducted Oct. 25-31, were provided to The Hollywood Reporter before their official release next month.

The “State of the Media Democracy” notes that in Deloitte’s first edition of the survey just eight months earlier, 24 percent of consumers used their cell phones as entertainment devices. The current figure soared to 62 percent among millennials (consumers 13- to-24-years-old) compared to 46 percent in the previous study conducted Feb. 23-March 6. And among Generation X consumers (25- to-41-year-olds), the number grew to 47 percent from 29 percent in the earlier survey.

About 20 percent of consumers said they view video content on their cell phones daily or almost daily.

The percentage of consumers watching TV online jumped from 23 percent in the previous study. Sixty-nine percent of those surveyed said they are watching or listening to consumer-generated content.

“I think for advertisers one of the conclusions is you don’t make decisions to advertise either on television or the Internet when you want to hit all the demographics, but rather you need to have a multiplatform strategy,” said Ken August, vice chairman and national sector leader for Deloitte & Touche’s media and entertainment practice, which commissioned the study. “It shouldn’t be an either or proposition.”

Among the study’s other findings:

— Fifty-four percent of consumers said they socialize via networking sites, chat rooms or message boards, and 45 percent said they maintain a profile on a social network.

— Eight-five percent of consumers still find TV advertising to have the most impact on their buying habits, but online ads are second best with 65 percent of consumers saying they have the most impact, beating out magazines at 63 percent.

— On the Internet, search engine result ads are the most effective with 78 percent of the vote, followed by interactive ads (62 percent), banners (60 percent), pre-rolls (31 percent), post-rolls (19 percent) and embedded ads (17 percent).

— Sixty-seven percent of consumers said they would willingly be exposed to more online ads if they could receive free content they found valuable, and 65 percent said they found any type of Internet ad to be more intrusive than ads in newspapers and magazines.

— Thirty-seven percent said they would rather pay for online content than be exposed to advertisements.

— Fifty-nine percent said they pay greater attention to magazine ads than any type of Internet advertising, and 55 percent said they pay greater attention to newspaper ads.