According to Deloitte’s fifth edition of the State of the Media Democracy survey, 71% of Americans still rate watching TV on any device among their favorite media activities. In addition, 86% of Americans stated that TV ads still has the most impact on their buying decisions. Other results include:
• Nearly three-quarters of American consumers are multitasking while watching TV: 42% are online, 29% are talking on cell phones or mobile devices and 26% are sending instant messages or text messages.
• 61% of U.S. consumers now maintain a social networking site, where constant streams of updates and discussion forums have made delaying awareness of live TV outcomes a near impossibility.