Deloitte media use research shows print mags beat online mags

Deloitte, the international accounting and consulting firm has published a study on media consumption called the State of the Media Democracy Survey. The research, of course, is based on interviews with U.S. residents. Earlier this week, Gary Gluckman, head of the Canadian Media and Entertainment practice, hosted a webinar. We are grateful that blogger Jon Arnold monitored the webinar and posted some interesting highlights:

• Consumers are spending more time on the internet than watching TV (16.6 hours a week vs. 15.2)
• User generated content is very popular (for every two hours spent web browsing, one hour is engaged in user-generated content; among "millenials", the ratio is 50:50.)
• Reading books is still very popular (asked what 5 things they expect to spend more time doing next year, all age ranges said reading a book rated highest after socializing with friends and family)
• Only 10% just watch TV when watching TV ("Talk about a medium that isn't very engaging.")
• More than 1 in 4 respondents (28%) would pay for online content that was free of advertising
• People prefer print to online (more than twice as much time spent reading printed newspapers and magazines than online versions; and practically nobody reads online magazines -- just half an hour a week on average.