TV’s influence remains despite declines, Deloitte reports

August 14, 2017 1:05

Television remains the preferred channel for Australians to entertain themselves, and despite declines in its influence, it remains a powerful platform for advertisers, the 2017 Deloitte Media Consumer Survey has found.

Deloitte’s technology, media and telecommunications leader Kimberly Chang said TV remains a powerful platform

And while social media is the fastest-growing influence on purchase decisions, the report noted that Millennials and Gen Xers are pulling back slightly on their use of social media, with 31% of respondents saying they were temporarily or permanently deactivating accounts, while almost two-thirds are taking their conversations out of the public eye and using more private messaging apps to speak with friends.

The report, complied by Deloitte’s new technology, media and telecommunications leader Kimberly Chang, also reconfirmed the Australian public’s unwillingness to pay for online news with just 10% saying they saw value in it, while 77% believed they had been exposed to fake news.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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1 COMMENTS

Dallas Baird 15 Aug 17

“Pay TV subscription ownership has remained stable since last year, and has remained between 31-33% since 2014.”
The fine print is important here – Foxtel is offering no charge/no service contracts to keep the numbers up. Technically a subscriber but effectively a leaver. There would be a lot of those.

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