digital democracy survey: a multi-generational view of consumer tmt trends

Digital democracy survey

Tenth Editionwww.deloitte.com/us/tmttrends#TMTtrends

A multi-generational view of consumer technology, media and telecom trends

Copyright © 2016 Deloitte Development LLC. All rights reserved.

MillennialsGeneration

XBaby

Boomers Matures

14-18 19-25 26-32 33-49 50-68 69+

*2010 US Census Bureau — Population DivisionUS Interim Projections 2000-2050

83 million 70 million 75 million 23 millionBorn

2001-1997Born

1996-1990Born

1989-1983Born

1982-1966Born

1965-1947Born

1946 and prior

2015 US population*

The survey focuses on four generations and sixage groups:


10% Smartphone

8%Tablet

38%Laptop/desktop

Other devices

9% Smartphone

8%Tablet

39% Laptop/desktop

Other devices

44%Television 56%

44%Television 56%

Movies TV shows

Millennials aged 19-25 are spending just as much time watching moves and TV show on devices other than TVs


Average number of paid video subscription services by generation

14–18 33–49

19–25 50–68

26–32 69+

Two

Two

Three

Two

Two

One

46%of US consumers

61%of Millennials

subscribe to astreaming video

service

&


Home internet Pay TV Streaming video services

95%of US consumers

79%of US consumers

61%of US consumers

14–18 19–25 26–32

92% 94% 94%

14–18 19–25 26–32

64% 61% 68%

14–18 19–25 26–32

66% 78% 56%

Millennials value their streaming services more than pay TV subscriptions


Millennials spend more time streaming video content than watching live TV

Liveprogramming 30% 29% 28%

Streaming 32% 38% 31%

14–18 19–25 26–32


Average number of additional activities while watching TV

14–18 33–4919–25 50–6826–32 69+

Four Four Four Three One One

51% 49% 47% 40%

Top activities millennials engage in while watching TV

Browse & surfthe web

Use asocial network

Textmessage

Read email

92% of US consumers are multitasking while watching TV


Of those millennialsthat binge

76%binge watch TV at

least monthly

70%of US consumers

& 84%of Millennials

binge watch TV

Average # of episodes watched

14–18 19–25 26–32

566


Social media recommendations are more influential than TV ads for 19-32 year olds

Buying decision high/medium influence

Televisionads

Recommendation from within yoursocial media circle

14–18 19–25 26–32

74%72%

65%63%63%

68%

14–18 19–25 26–32


Checking social networks is a daily habit for more than half of US consumers

Frequency of checking social networks

Daily Weekly Monthly

58%

14%13% 15%

Not on social

networks

66%of Millennials aged 19-32 value

their time interacting with friends on social media sites as much as their time spent with

friends in person


Social media sites have surpassed television as the most popular source of news for Millennials

Television Social media sites

21%16%

27% 29%

37%34%

14–18 19–25 26–32 14–18 19–25 26–32


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digital democracy survey: a multi-generational view of consumer tmt trends

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