More Americans than ever are multitasking while the watch TV, according to a new survey from Deloitte.
Between September 10 and October 8, 2010, Deloitte polled 2,000 U.S. consumers ages 14-75 on their digital habits. Unsurprisingly, it found that Americans are plugged in. 85% own a desktop computer, yet another 68% own a laptop or a netbook and another 41% have Internet-enabled phones. Moreover, 1/3 of American households now own a smartphone, up from 22% in 2007.
TV is still king, though. 74% of U.S. consumers still watch TV primarily on their TV sets, and a full 59% of U.S. households now own flat-screen TVs. In 2007, that number was just 17%. Still, Deloittes survey shows that younger consumers are moving towards the Internet for their TV content; 37% of 22 to 27-year-olds surveyed said that they watch TV on the web five to seven times a week.
The TV-watching experience is c! hanging, too. A full 42% of American consumers surf the while they are watching the television, 29% talk on their phones while the TV is on and 26% of consumers are texting or sending IMs. Multitasking has become a more prominent behavior of U.S. consumers. No longer do you find he whole family circling the TV to watch Cronkite deliver the news; instead, theyre checking Facebook and making phone calls.
The survey also addresses the decline of print media. Deloitte specifically mentions print magazines as a medium that is surviving the digital tsunami. 2/3 of U.S. consumers have read a print copy of a magazine in the last six months, higher than newspaper and other forms of print media. Interestingly, 87% of U.S. consumers say that they prefer the print copy of magazines over the digital version. In fact, 55% of U.S. households still subscribe to at least one print magazine, up by 1% from 2009.
Were a bit surprised to see that print magazine subscriptions havent dropped off like a cliff in recent years, but they are definitely falling, and its forcing publishers to make hard choices. To counteract this effect, many publishers are turning to the iPad to recreate the magazine experience digitally, although the results have been mixed thus far.
More About: deloitte, media, stats, television
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