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A survey conducted by Deloitte & Touche shows that of 2,081 consumers questioned, 38% watch television shows online, while 36% use their cell phones as entertainment devices, and 45% are creating online content such as websites, videos and blogs. The study, which was conducted between October 25-31 for American consumers, aims to look at the advertising potential of the web, television, and mobile devices.
While the full report hasn't been released, I'm inclined to wonder what constitutes as mobile entertainment? It's a rather broad statement to say that consumers use their cell phone as entertainment devices when this could mean that they play games that were pre-loaded on their phones, or that they text message friends using a mobile IM client.
As I noted briefly in a previous paragraph, one goal for this survey is to provide useful data to advertisers, as they need to go where the consumers are. So when Deloitte & Touche asked their consumers what type of ads were most effective, an 85% majority found television ads to work best on their buying habits but Internet ads were second best. 65% of the surveyed consumers felt that Internet ads have the most impact, beating out magazine ads, at 63%.