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New Media Consumption Soars in U.S. Market

6:00 am on January 9, 2008 | Category: Business, Multimedia, Web Services

Approximately 38% of American internet users are watching TV online, while 36% use mobile devices for entertainment, according to a recent media study by Deloitte & Touche.

The firm’s online survey of 2,081 Americans, conducted in late October, highlighted a significant jump in new media consumption since a similar Deloitte study just eight months earlier.

In the first survey, only 24% of respondents had used their cell phones as entertainment devices, meaning that mobile entertainment consumption soared 50% between February and October. The percentage of customers watching online TV, meanwhile, jumped even more noticeably from just 23% in the previous study.

Deloitte’s most recent survey also found that 54% of customers interact online using social networking websites, message boards, or chat rooms. 65% of respondents said that online advertising had a significant impact on their buying habits, which fell short of 85% for traditional television, but managed to beat out magazine advertising at 63%.

“I think for advertisers one of the conclusions is you don’t make decisions to advertise either on television or the Internet when you want to hit all the demographics, but rather you need to have a multiplatform strategy,” commented Deloitte & Touche’s vice chairman of media and entertainment, Ken August, regarding the new study’s application to advertisers. “It shouldn’t be an either or proposition.”

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