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26% of US consumers are digital omnivores: Deloitte

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MUMBAI: 26 per cent of US consumers are digital omnivores. They own a laptop, smartphone and tablet.

Deloitte’s State of the Media Democracy survey, now in its seventh edition, reveals that US consumers are undergoing a dramatic transition in how, when and where they engage with content, devices and each other.

Tablet ownership increased 177 per cent over the past year, with almost a third of tablet owners viewing it as one of their top three most preferred consumer electronic devices.

Tablet owners stream movies 70 per cent more often than non-tablet owners.

  • More than 80 per cent of consumers are multi-tasking while watching TV.
  • The survey reveals that 93 per cent of Americans place Internet access as the most valued household subscription.
  • More than half of all consumers are willing to pay a premium for faster Internet connection with tablet and smartphone owners more inclined to pay for faster connections

The survey takes a multi-generational look at how consumer preferences vary. More importantly, learn how they are evolving within the changing landscape of device ownership, subscription services, advertising platforms, social networking adoption and emerging payment models.

Fielded by an independent research firm in November 2012, the online survey reached more than 2,000 US consumers to help companies understand consumer preferences today and where they might be moving in the future. The analysis yields clues and provides insights to help companies make smart, well-timed business decisions and investments.

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