The Rise of the Digital Omnivore

March 26, 2014
According to Deloitte's "Digital Democracy Survey," numbers of "digital omnivores" - consumers wh...

According to Deloitte's "Digital Democracy Survey," numbers of "digital omnivores" - consumers who own a trio of tablets, smartphones and laptops - continue to grow, driven by the proliferation of new platforms and increased device adoption. The survey indicates that 37% of U.S. consumers are now digital omnivores, 42% growth over the previous year. The growth is primarily driven by continued tablet adoption (33% increase) and, to a lesser extent, smartphone ownership (18% increase). Women, who made up 35% of omnivores two years ago, now account for 45% of the group.

The survey indicates that U.S. consumer interest in streaming video content has increased from 17% in 2012 to 32% in 2013, with interest in digital formats outpacing demand for physical media. Consumption of media is increasing, but U.S. consumers prefer to rent vs. purchase movies and TV programming by a ratio of 3:1 in 2013, compared to 2:1 in 2012.

Despite increased interest in digital formats, consumers' preference for pay TV subscriptions remains consistent with last year's finding, as U.S. consumers indicate they are largely content with their current pay TV services. The survey notes that only 6% of consumers who have pay TV services are considering giving up their service in the next year. Furthermore, interest in accessing and purchasing a la carte programming is equal to consumer interest in bundled cable packages, with both at 47% in 2013.

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