Generation Flex: Xers, Millennials Show Media Muscle, Deem Themselves "Broadcasters"

by Gavin O'Malley, Friday, Dec 28, 2007 9:00 AM ET

MORE OVER BIG MEDIA. NEARLY one-in-three consumers now consider themselves media "broadcasters," according to results of Deloitte's second "State of the Media Democracy" survey. In particular, new generations are increasingly offering their own brand of media, as 46% of Millennials and 38% of Xers claim to be producing a mix of video, photos, and music. Consumer generated media, meanwhile, is growing rapidly and is increasingly competing with professional fare. More than two-thirds (69%) of consumer now make CGM part of their media diet, up from just 52% when Deloitte released its 2006 "State of Media" survey results last year.
Fielded by independent research firm the Harrison Group in late October, this latest online survey included 2,081 U.S. media consumers between the ages of 13 and 75.

Why the growing demand for CGM? According to Deloitte's analysts, there's no definitive reason, though almost 25% of highly influential Xers report finding it more entertaining than traditional media.

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