CES: Survey Says 45 Percent Creating Online Content

Nearly half of U.S. media consumers are frequently creating online content for others to see, according to a survey commissioned by Deloitte & Touche USA LLP. This marks a 12 point escalation from a prior survey commissioned by Deloitte last spring, challenging the conventional assumption that online content creation is limited to a niche group of technology-savvy individuals, the company said.

This and other survey findings were released Monday 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.

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.

When it comes to current advertising effectiveness, television ranks No. 1 (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 second, followed by newspapers (56 percent).

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