Deloitte survey offers reality check on media consumption

17 May '07

3 min read

Deloitte's Technology, Media & Telecommunications industry group released insights from a survey of U.S. media consumption that contradicts conventional wisdom about the Millennial generation (current ages 13-24, also known as “Gen Y”).

Deloitte's 2007 State of the Media Democracy survey, conducted by Harrison Group, an independent research company, found that, despite their eagerness to embrace new media, Millennials have an affinity for “traditional” media, such as print publications and television.

Almost 6 in 10 survey respondents (58 percent) say they use magazines to find out about what's cool and hip, such as clothes, cars and music. Perhaps more importantly, almost three-quarters (71 percent) enjoy reading print magazines even though they know they could find most of the same information online.

“Our survey offers a reality check on Millennials and sheds new light on their distinctive blending of both traditional and new media. While it confirmed that Millennials are leading the way with newer forms of communications such as text messaging, the survey also highlighted their desire for more time for hanging out with friends – a perennial teenage favorite, and decidedly low-tech,” said Tony Kern, principal with Deloitte & Touche LLP and Media & Entertainment sector leader.

“And, notably, even when using high-tech communications, such as instant messaging (IM) or text messaging, their most frequent topic of conversation is quite traditional: their favorite TV shows.”

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