Nearly One-Half of Americans are Creating Their Own Entertainment Content Online According to Deloitte Study

LAS VEGAS--(BUSINESS WIRE)--Nearly one-half of U.S. media consumers are frequently creating online content for others to see, according to a soon-to-be released survey commissioned by Deloitte & Touche USA LLP. This marks a 12 point escalation from a prior survey commissioned by Deloitte in the spring of 2007, challenging the conventional assumption that online content creation is limited to a niche group of technology-savvy individuals. This and additional top-line survey findings will be released today at the Consumer Electronics Show in Las Vegas.

Deloitte’s 2008 State of the Media Democracy survey found that 45 percent of survey respondents are developing Web sites, photo albums, blogs and music online to share with friends, family, peers and total strangers.

“Mass digitization has created unheralded choice and desire for American consumers,” said Ed Moran, director of product innovation for Deloitte’s Technology, Media and Telecommunications group. “Now, more than ever, consumers have the independence to enjoy what they want, when they want it, and where they want it – but increasingly, they are also choosing to create content themselves, or re-working other people’s content.”

The demand to access content “on the go” is also reflected strongly in the survey, with 36 percent of all respondents stating that they view their cell phone as an entertainment device – a rise from 24 percent in Deloitte’s previous survey – with digital cameras, text messaging, and games ranking highest as the applications consumers are most frequently using on their phones.

“The cell phone is increasingly moving center stage as the most important entertainment device to consumers,” said Phil Asmundson, vice chairman and national managing partner for Deloitte’s Technology, Media & Telecommunications group. “The responses of those that we polled indicate that it is not just a two device world, and that advertisers and content providers should be looking beyond the TV and computer when developing forward-looking consumer strategies.”

When it comes to current advertising effectiveness, television ranks number one (85 percent) as having the most influence on buying decisions. However, online (65 percent) and magazine advertising (63 percent) are in a virtual tie for number two, followed by newspapers (56 percent).

“Consumers are opting for – and increasingly being influenced within -- a multi-platform world,” said Ken August, Deloitte vice chairman and U.S. Media & Entertainment leader. “Advertisers and content providers should take note.”

Appointments Available at CES

These and other survey findings will be discussed first-hand by Deloitte consultants at the 2008 International Consumer Electronics Show (CES) on January 7 and 8, 2008. Meetings will be hosted at the Wynn Las Vegas, directly adjacent to the Las Vegas Convention Center in the Deloitte Salon Suite during CES. To schedule a meeting, please contact:

Kristin Martin, Marketing & Business Development, Deloitte Services LP, kcmartin@deloitte.com.

About the Survey

The online survey was commissioned by Deloitte and conducted by Harrison Group, an independent research company, between October 25 and October 31, 2007. The survey polled 2,081 consumers between the ages of 13 and 75. The survey results have a margin of error is plus or minus 3 percentage points. For more information on the survey, visit http://www.deloitte.com/us/realitycheck.

About Deloitte

Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, its member firms and their respective subsidiaries and affiliates. As a Swiss Verein (association), neither Deloitte Touche Tohmatsu nor any of its member firms has any liability for each other’s acts or omissions. Each of the member firms is a separate and independent legal entity operating under the names “Deloitte”, “Deloitte & Touche”, “Deloitte Touche Tohmatsu” or other related names. Services are provided by the member firms or their subsidiaries or affiliates and not by the Deloitte Touche Tohmatsu Verein.

Deloitte & Touche USA LLP is the U.S. member firm of Deloitte Touche Tohmatsu. In the U.S., services are provided by the subsidiaries of Deloitte & Touche USA LLP (Deloitte & Touche LLP, Deloitte Consulting LLP, Deloitte Financial Advisory Services LLP, Deloitte Tax LLP and their subsidiaries), and not by Deloitte & Touche USA LLP.

As used in this document, the term “Deloitte” includes Deloitte & Touche LLP, Deloitte Consulting LLP, Deloitte Financial Advisory Services LLP and Deloitte Tax LLP.