Interviews
Deloitte survey offers reality check on media consumption
17 May '07
3 min read
High Demand for User-Generated Content:
The survey confirmed the growing popularity of user-generated content; in fact, Millennials in the survey spend about equal amounts of time consuming user-generated content and commercially produced content online.
“It's clear that young people are increasingly creating videos, personal pages, blogs and more; the question has been whether anyone was watching,” continued Kern. “Our survey shows that while a large number of Millennials – 58 percent – create personal content in a typical week, an even greater proportion – 71 percent – regularly consume it.”
Notably, user-generated content is not just for kids – there is a 'trickle up' effect, and the older generations are creating and consuming personal content as well. In fact, over a third of Matures (current ages 61-75) – 36 percent – reported that they regularly consume user-generated content.
“Clearly, Millennials are the generation whose tastes, behavior and demands will define the future of media,” concluded Kern. “But, all generations have in fact been affected by convergence and the resulting media democracy. The big issues for the broadcast industry, as well as device manufacturers, are understanding how consumer behaviors will impact ad dollars, what devices need to be developed, and how internal operations need to be realigned.”
Click here to read more:
The survey confirmed the growing popularity of user-generated content; in fact, Millennials in the survey spend about equal amounts of time consuming user-generated content and commercially produced content online.
“It's clear that young people are increasingly creating videos, personal pages, blogs and more; the question has been whether anyone was watching,” continued Kern. “Our survey shows that while a large number of Millennials – 58 percent – create personal content in a typical week, an even greater proportion – 71 percent – regularly consume it.”
Notably, user-generated content is not just for kids – there is a 'trickle up' effect, and the older generations are creating and consuming personal content as well. In fact, over a third of Matures (current ages 61-75) – 36 percent – reported that they regularly consume user-generated content.
“Clearly, Millennials are the generation whose tastes, behavior and demands will define the future of media,” concluded Kern. “But, all generations have in fact been affected by convergence and the resulting media democracy. The big issues for the broadcast industry, as well as device manufacturers, are understanding how consumer behaviors will impact ad dollars, what devices need to be developed, and how internal operations need to be realigned.”
Click here to read more:
Deloitte & Touche USA LLP
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