Nearly 75% of Consumers Say They Multitask More During Television Ads Than Online Advertising
NEW YORK, NY — More than 90% of consumers are now multitasking while watching TV, according to the latest Deloitte Digital Democracy Survey. The survey reveals nearly one-third of consumers are now also binge-watch three or more episodes at least once a week, impacting both device preferences and multitasking behaviors. Millennials and Generation X (age 32-48), both engage in an average of three additional activities while watching television, including internet browsing, reading email and text messaging.
Deloitte’s study found that multitasking activities, while abundant, are not usually tied to television programs being watched. Less than one-quarter of those watching television are engaging in multitasking activities that correlate with the ongoing program. Consumers tended to pay more attention to digital (online) ads as compared to traditional TV advertising, with nearly 75% of consumers saying that they tend to multitask more during television ads than during digital ads. In addition, consumers say they are willing to endure advertisements in exchange for discounted services. Nearly two-thirds (62%) agreed that they would be willing to view advertising during their streaming video programming if it significantly reduced the cost of their subscription.
Streaming video services, now used by more than 42% of American households, are heavily changing media consumption habits across generations. Deloitte’s study also found that streaming content has overtaken live programming as the viewing method-of-choice, with 56% of consumers now streaming movies and 53% streaming television on a monthly basis, as compared to 45% of consumers preferring to watch television programs live. Moreover, younger viewers have moved to watching TV shows on mobile devices rather than on television. Among Trailing Millennials (age 14-25), nearly 60% of time spent watching movies occurs on computers, tablets and smartphones, making movie viewing habits decidedly age-dependent.
The report also finds that the trend of binge-watching, viewing three or more program episodes at one sitting, is prevalent with 68% of consumers doing so today. In fact, 31% of Americans who binge-watch, do so at least once a week, led by Trailing Millennials, who binge watch more frequently than any other generation at 42%. The survey also notes that TV-dramas are the most popular television genre to binge-watch, commanding 54% of binge-watchers’ attention; a characteristic more pronounced among females. Additionally, 20% of Americans binge-watch comedies, with more being male.
Deloitte’s Digital Democracy Survey compares and contrasts generational preferences of more than 2,000 consumers, ages 14 and older in the U.S., revealing significant technology, media, and telecommunications consumption trends, including attitudes and behavior toward advertising and social networks, mobile technologies, the Internet, and consumption preferences across platforms and devices.
“Personal viewing experiences and the ability to consume media at your own pace is significantly impacting how U.S. consumers value their content devices and services,” said Gerald Belson, vice chairman, Deloitte LLP and U.S. Media & Entertainment sector leader. “Today, binge-watching, and the ability to watch what we want, when we want, and where we want, is an exciting cultural phenomenon that is shifting consumer behaviors and attitudes towards curating an individual experience.”
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