“Digital omnivores” — consumers who own a trio of tablet, smartphone and laptop — continue to grow according to Deloitte’s eighth edition of the Digital Democracy Survey. The study reveals 37 percent of U.S. consumers are now digital omnivores, a 42 percent growth over the previous year. This growth is primarily driven by tablet adoption (33 percent increase) and, to a lesser extent, smartphone ownership (18 percent increase).
Millennials and Gen X comprise the majority of digital omnivores. Women, who made up one-third (35 percent) of omnivores two years ago, now account for 45 percent of this group. Omnivores are a connected bunch with most using social media (90%) and nearly a quarter of users checking their feeds 4-20 times per day.
As ownership of media devices increases, they compete with television for U.S. consumers’ attention; 86 percent say they multitask with watching TV, up from 72 percent in 2011. Millennials are the most active multitaskers, engaging in an average four activities while watching TV; Gen-Xers and Boomers perform 1 -2 activities in addition to watching TV. However less than one-quarter (22 percent) of multitasking activities are directly related to the programs consumers are watching.