Digital omnivores – those consumers who own a trio of tablets, smartphones and laptops – continue to grow, driven by the proliferation of new platforms and increased device adoption. Released today, Deloitte’s eighth edition of the “Digital Democracy Survey” (formerly the “State of the Media Democracy” survey) reveals that over one third (37%) of U.S. consumers are now digital omnivores, a 42% growth over the previous year. This growth is primarily driven by continued tablet adoption (33% increase) and, to a lesser extent, smartphone ownership (18% increase). Moreover, women, who made up over one-third (35%) of omnivores two years ago, now account for 45% of this group.
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 behaviour toward advertising and social networks, mobile technologies, the Internet, and consumption preferences across platforms and devices.
“The continued rise of the digital omnivore is an indication that consumers, across generations, are hungry for content across devices, especially media and gaming content on mobile devices,” says Gerald Belson, vice chairman, Deloitte LLP and U.S. Media & Entertainment sector leader. ”Consumers are often now able to watch the content they want on the device of their choosing. As an example, they have decoupled the notion that TV shows have to be watched on home TVs. This trend is particularly evident in trailing millennials (aged 14 to 24), who indicated they now spend more time watching television and movie content on non-traditional devices than on TVs.”