3 hours a week pursuing personalsocial interests online

The only access to Tiger Woods is through "mass media" interviews Woods seldom, if ever, grants individual interviews.. MULTINATIONAL DELOITTE SURVEY FINDS MILLENNIALS VIEW THEIR COMPUTER AS MORE OFAN ENTERTAINMENT DEVICE THAN THEIR TELEVISION State of the Media Democracy 2009 Survey Reveals Global Media ConsumptionTrends Ranging from Advertising Effectiveness to Digital Content CreationLAS VEGAS, Jan. 7 /PRNewswire/ According to a soon-to-be releasedmultinational survey commissioned by Deloitte, three-quarters of Millennials(ages 14 to 25) view the computer as more of an entertainment device thantheir television.Across borders and cultures, these prized young consumersare demonstrating striking similarities in their media consumption preferencesand behaviors truly a "global early-adopter generation." Deloitte's third edition State of the Media Democracy survey assesses thepreferences of more than 8,800 consumers, ages 14 to 75, from Brazil, Germany,Japan, the United Kingdom and the United States, on a variety of topics thatrange from the impact of online and offline advertising to the rise ofuser-generated content on the Internet to the significant use of cell phonesas an entertainment platform.Select survey findings will be releasedtomorrow at the 2009 International Consumer Electronics Show (CES) in LasVegas, Nevada.Across the five surveyed countries, Millennials are the most active in gaming,music and Internet use for socializing. Additionally, the majority ofMillennials 59 percent on average use their mobile phone as anentertainment device, versus an average of 33 percent of all consumers. Atthe same time, they are spending one-third less time watching their televisionthan are other generations. "It's clear that Millennials are influencing the evolution of digital content,and technology in general, on a broad, international scale," said Ed Moran,Deloitte director of product innovation."This generation of consumers wasthe first to be raised on the Internet and is united across borders andcultures by their digital media preferences, so the implications for globalmarketers are unprecedented." "The growing influence of Millennials is clear: they are influencing both theindustry landscape and the media consumption habits of other generations,"said Ken August, Deloitte vice chairman and U.S.

Media and Entertainmentleader."What is less clear is the degree to which Millennial spending powerwill ebb with the economic sea change we're experiencing.Boomers (ages 43 to61) already possess more discretionary income than any other generation. The United States (48 percent), United Kingdom (45percent) and Brazil (45 percent) rank online advertising as the third mostinfluential, behind magazine advertising.A small but notable percentage of consumers surveyed in all five countriesconsider cell phone advertising the most influential form of advertising ranking as high as fifth in Brazil (19 percent). In Japan, ads in blogs arerated as fifth most influential (13 percent), while in the United Kingdom, adsin video games and social networking sites are tied for ninth most influential(6 percent). German consumers rank billboard or outdoor advertising as sixthmost influential (21 percent). Search engine results and banner advertisingare the two most influential forms of internet advertising across all fivecountries. "It really is the best of times and the worst of times for advertisers," saidMoran.

"Never have there been more, or more measurable ways to reach aconsumer with your message television, online, magazines and socialnetworks are all potent platforms.But effectively leveraging these mediaplatforms requires companies to understand emerging consumer preferences,behaviors and technologies and to employ new tactics when targeting theseconsumers on a global level."The Cell Phone as an Entertainment DeviceCell phones have evolved from being a status symbol for the business elite toa ubiquitous multifunctional accessory.A third of consumers surveyed acrossall five countries state that they use their cell phone as an entertainmentdevice nearly 50 percent in Brazil, 34 percent in Japan, 33 percent in theUnited Kingdom, 32 percent of in the United States and 26 percent in Germany.Camera and text messaging are the most commonly used phone features overall,except in Japan where e-mailing is much more common than texting (88 percentversus 31 percent of Japanese consumers using these featuresfrequently/occasionally).Across all countries, consumers surveyed are using their cell phones to watchuser-generated videos (like YouTube) 20 percent in the United Kingdom andUnited States as well as professionally created content (TV, movies, news) 33 percent in Japan. Early-adopter Millennials are the primary drivers ofbeyond-just-calling feature applications texting, video, gaming, musicdownloading and listening and social networking.Digital Demand Will Create New Revenue Opportunities for Technology VendorsRising consumer demand for digital content from numerous sources, indifferent formats, and across multiple platforms will create a new revenuestream for technology vendors as new distribution infrastructure is built out. Television remains the top choice across all five countries for video viewingbut the personal computer, cell phone and handheld portable devices aregaining in popularity among video consumers.Consumers surveyed not only viewvideo on all these devices, but also watch television programming and downloadmusic, and they want the ability to move that content to any deviceseamlessly. To access much of that content, consumers spend a lot of time online.In atypical seven-day week, consumers surveyed in Germany are online for justpersonal interests/social reasons 11.3 hours per week, compared with 12 hoursin the United States., 13.2 in the United Kingdom , and 16.4 in Japan.Themost eye-opening comparison came from Brazil where consumers spendapproximately 9.8 hours a week watching television but almost double that 19.3 hours a week pursuing personal/social interests online.Deloitte Leaders to Discuss Findings at 2009 International CES ShowState of the Media Democracy survey findings will be discussed first-hand byDeloitte executives at the 2009 International Consumer Electronics Show onJanuary 7-9.If you are a member of the press and wish to schedule a meeting,please contact Stacy Schwartz (contact information above).If you are aclient or prospective client and wish to schedule a meeting, please contactJodi Gray (408-704-2051 or ).Additionally, Ed Moran will be moderating a SuperSession panel based on thesurvey findings, which will be sponsored by Daily Variety. "The Great Rewrite:How Digitization and Changing Consumer Behaviors are Revising theEntertainment Industry's Script" will take place Friday, January 9 from 10:30a.m to 11:30 a.m. at LVCC North Hall (N255-257).About the SurveyDeloitte's third edition State of the Media Democracy survey - now for thefirst time factoring in multinational survey respondents - was commissioned byDeloitte's Media and Entertainment practice and conducted by Harrison Group,an independent research company, between September 17 and October 20, 2008.