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RISMEDIA, Jan. 12, 2008-Nearly one-half of U.S. media consumers are frequently creating online content for others to see, according to a soon-to-be released survey commissioned by Deloitte & Touche USA LLP. This marks a 12-point escalation from a prior survey commissioned by Deloitte in the spring of 2007, challenging the conventional assumption that online content creation is limited to a niche group of technology-savvy individuals.

Deloitte’s 2008 State of the Media Democracy survey found that 45% of survey respondents are developing Web sites, photo albums, blogs and music online to share with friends, family, peers and total strangers.

“Mass digitization has created unheralded choice and desire for American consumers,” said Ed Moran, director of product innovation for Deloitte’s Technology, Media and Telecommunications group. “Now, more than ever, consumers have the independence to enjoy what they want, when they want it, and where they want it – but increasingly, they are also choosing to create content themselves, or re-working other people’s content.”

The demand to access content “on the go” is also reflected strongly in the survey, with 36% of all respondents stating that they view their cell phone as an entertainment device – a rise from 24% 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.

“The cell phone is increasingly moving center stage as the most important entertainment device to consumers,” said Phil Asmundson, vice chairman and national managing partner for Deloitte’s Technology, Media & Telecommunications group. “The responses of those that we polled indicate that it is not just a two device world, and that advertisers and content providers should be looking beyond the TV and computer when developing forward-looking consumer strategies.”

When it comes to current advertising effectiveness, television ranks number one (85%) as having the most influence on buying decisions. However, online (65%) and magazine advertising (63%) are in a virtual tie for number two, followed by newspapers (56%).

“Consumers are opting for – and increasingly being influenced within — a multi-platform world,” said Ken August, Deloitte vice chairman and U.S. Media & Entertainment leader. “Advertisers and content providers should take note.”

For more information, visit http://www.deloitte.com.

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