The Plight of Advertisers in a Multichannel World

Consumers increasingly expect device independence in accessing content, indicates a new survey from Deloitte. The trend is most pronounced among younger people, but Baby Boomers and older adults — those likely to be bigger spenders — are also mixing it up.

About half (49 percent) of U.S. consumers want the freedom to view their content on any platform they choose — be it television, media center software, smartphone, or PC.

Perhaps the biggest trend reflected in the survey findings, not surprisingly, is the rise of the mobile phone as an entertainment device. Over half of those in the Millennial generation (ages 14 to 25) view their mobile phones as sources of entertainment content. That’s compared to 32 percent of consumers overall. In the U.S., 20 percent of consumers even use their mobile devices to view long-format video, including television shows and movies.

Another trend driven by the Millennial generation is Internet access to video content, perhaps most notably, movies. A whopping 67 percent of Millennials watch movies online. Members of this generation also are much more receptive to user-generated content such as blogs. A vast majority of them (81 percent) view such content, compared to 66 percent of consumers overall.

What seems clear is the fact that consumers in all groups are chafing at the prospect of being forced to stay on a particular platform to use a particular type of content. A significant majority (60 percent) of respondents indicated that they would like to be able to easily integrate their televisions with their computers.

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