Access to mobile devices and broadband have made the average consumer more connected to the internet than ever and new cloud computing-based online storage models have become real options for the mass market, according to a new study from Deloitte. Data from “State of the Media Democracy” indicates that most Americans own a device that allows them to easily connect to the Web; 85% of US consumers own a desktop computer, 68% own a laptop/netbook computer and 41% access the internet on their mobile phone.
In addition, 44% of US households subscribe to cable broadband internet access and 39% subscribe to broadband DSL.
Consumers Need, Want Accessible Online Storage
The survey further reveals that 51% of Americans have experienced a computer or hard drive failure that caused them to lose photos, movies, or other digital content. Moreover, Deloitte data indicates that 32% of respondents stated a desire to have an online media storage service they could access from any device. In addition, 43% of respondents said they want the ability to move content to any device and platform easily and effectively.
Cloud Storage May Hold Answer
Deloitte analysis indicates that given these statistics, cloud storage, which stores data in a web-based “cloud” that does not rely on any physical hardware or software, could provide an avenue for greater consumer access to content and greater portability. Cloud computing has been recently growing in popularity among business users but is still relatively rare for consumer use.
“With the majority of consumers aware of the risk of permanently losing their content due to hard drive failures, new methods to both store and gain greater access to digital content are beginning to take shape,” said Phil Asmundson, vice chairman and technology, media and telecommunications industry leader, Deloitte LLP.
“And, while consumers may not fully understand cloud computing, their concern about storing digital content on their PCs is raising awareness and opening up new opportunities for cloud-based storage models aimed at the consumer.”
Millennials More Likely to Own Portable Gadgets
Millennial consumers (age 18-34) are more likely to own laptop computers and other portable gadgets than older consumers, according to a recent study from Pew Research Center’s Internet & American Life Project. Data from “Generations and Their Gadgets” indicates that Millennials in particular have driven recent overall growth in laptop ownership.
About the Data: Deloitte’s fifth edition State of the Media Democracy survey was architected by Deloitte’s media & entertainment practice and conducted by Harrison Group, an independent research company, between September 10 and October 8, 2010. The online survey polled nearly 2,000 consumers between the ages of 14 and 75 years old in the United States.