Research: TV Industry embraces the Internet
February 2, 2011
In a media environment saturated with new and evolving online entertainment platforms, TV continues to be king. Deloitte’s fifth edition “State of the Media Democracy” survey reveals that 71 per cent of Americans still rate watching TV on any device among their favourite media activities.
The survey results indicate that live viewing on a home TV system continues to be the most common method among individuals for watching their favourite programming, and supporting the notion that traditional television advertising continues to be a viable model. In addition, 86 per cent of Americans stated that TV advertising still has the most impact on their buying decisions.
Deloitte’s survey indicates that the Internet, mobile and social media channels are enhancing the overall television viewer experience, driving people to watch first-run programmes and live events during their initial broadcast. The survey also reveals that nearly three-quarters of American consumers are multitasking while watching TV. According to the research, 42 per cent are online, 29 per cent are talking on mobile phones or mobile devices, and 26 per cent are sending instant messages or text messages.
Perhaps even more importantly, 61 per cent of US consumers now maintain a social networking site, where constant streams of updates and discussion forums have made delaying awareness of live TV outcomes a near impossibility.
“Consumers are not only watching television, they are talking about it, and those conversations are frequently taking place in real-time online and via IM/texting,” said Phil Asmundson, vice chairman and technology, media and telecommunications industry leader, Deloitte LLP. “By embracing the Internet as a platform that encourages audiences to participate in discussions about their favourite programmes, television is maintaining its hold on the American public. People want to be part of the real-time conversation and they are embracing both platforms in a complementary fashion.
“And, because television has embraced the Internet and social media so effectively, the traditional television advertising model is alive and well,” Asmundson added.