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Reality Check: State of the Media Democracy

Digitization, broadband, and mobile technologies are forcing drastic changes to existing business and service provider revenue models. How should your organization respond?

To ensure you are making the right decisions, you need to understand how consumer preferences and habits are changing as well.

According to the latest market study by Deloitte, their fourth edition of the "State of the Media Democracy" survey provides a generational reality check on how consumers are interacting with technology, purchasing products, and responding to advertising -- and what they want in the future.

International in scope, the survey continues to focus on consumers between the ages of 14 and 75 from countries like Brazil, Germany, Japan, the United Kingdom, the United States, South Korea and India.

Conducted by an independent research firm from September 11th through October 13th 2009, the latest Deloitte market study explores distinct differences among four generations.

Highlights from the Deloitte study include:

Over 70 percent of U.S. consumers rank watching TV in their top three favorite media activities. And, when ranked alongside activities such as surfing the Web, listening to music or reading, 34 percent of Americans place it at the top of the list -- a 26 percent increase from last year.

U.S. consumers used the following platforms to watch TV shows.

- 77 percent watched them live on their home TV.

- 30 percent watched them via their DVR and home TV.

- 17 percent watched them via a free IP video service (Hulu, etc).

- 18 percent watched via the show's Web site, up from 13% last year.

- 10 percent viewed them from a video-sharing site (YouTube, etc).

- 3 percent watched them on a portable video player.

- 2 percent watched them on their mobile or smartphone.

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