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Recreation

Americans Return to In-Home Entertainment Amid Economic Recession

Strategic Insights

— 2 min read

As the economic recession takes its toll on the American household, consumers are shifting their entertainment preferences back to in-home activities, with television viewing taking center stage. The 2009 "State of the Media Democracy" survey conducted by Deloitte reveals a significant surge in television viewing, with over 70% of respondents ranking it among their top three favorite media activities. Furthermore, 34% of consumers place television as their top choice, more than double the percent selecting the internet at 14%.

Key Takeaways:

  • A 26% increase in Americans choosing television as their favorite type of media compared to the previous year, with over 70% of survey respondents ranking it among their top three favorite media activities.
  • 34% of consumers place television as their top choice, more than double the percent selecting the internet at 14%.
  • 86% of survey respondents prefer watching their favorite TV programming on their television set, with 72% reporting that they have been forced to reduce their purchases of other entertainment products due to the recession.
  • Millennials (ages 14-26) had the largest increase in TV viewing hours, from 10.5 hours to almost 15 hours in a typical seven-day week.
  • 65% of respondents would like to be able to easily connect their home TV to the Internet to view videos or downloaded content.
  • Video game consoles are emerging as a "shadow" distribution channel, with nearly 60% of U.S. homes now owning a console, driven primarily by Generation X and Baby Boomers.
  • Mobile phones are decoupling the Internet experience from the desktop, with 47% of smartphone owners identifying the device as one of their three most valuable media and entertainment products.
  • Online recommendations are more influential than online advertising, with 51% of respondents purchasing products based on online recommendations, and 24% wanting to have an online service that recommends products based on consumer preferences.

Statistics:

  • 26% increase in Americans choosing television as their favorite type of media compared to the previous year.
  • 70% of survey respondents rank television among their top three favorite media activities.
  • 34% of consumers place television as their top choice.
  • 86% of survey respondents prefer watching their favorite TV programming on their television set.
  • 72% of respondents report reducing purchases of other entertainment products due to the recession.
  • 65% of respondents want to be able to easily connect their home TV to the Internet.
  • 60% of U.S. homes now own a video game console.
  • 47% of smartphone owners identify their mobile phone as one of their three most valuable media and entertainment products.
  • 51% of respondents purchase products based on online recommendations.
  • 24% of respondents want an online service that recommends products based on consumer preferences.

Sources:

  • Deloitte's 2009 "State of the Media Democracy" survey
  • Politics & Government Week editors
  • VerticalNews.com

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