1. THE FUTURE OF MEDIA
and the possible consequences for the
media industry and online advertising.
Amsterdam

2. DISCLAIMER
Predictions are based on input from subject matter experts from Deloitte and industry, Deloitte research
and secondary research
Deloitte cannot predict the future (unfortunately)
Whatever we communicate about the future is intended for discussion purposes; it is a point of view.
Any conclusions, actions or decisions you want to take based on what we say here is your own
responsibility
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3. Future of
Media Consumption

4. This is a story about two famous people...
Abraham Maslow Gordon Moore
(1908 - 1970) (1929 -)
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5. DRAFT
2012 is very different from 1943
Maslow - 1943 2012 
Self
Internet /
actualization
Mobile Phone
Esteem
Shelter
Belonging
Safety
Food / Water
Physiological
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6. Today, we have a new pyramid of human needs...
TV
Newspaper
PC/
Internet Books
Mobile Radio
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7. Smartphones colonized half the American market in under ten years
Years to penetration of US household
0 10 20 30 40 50 60 70 80
0-50%
Smartphone
51-80%
Radio
VCR
Internet
Color TV
Microwave
Cellphone
Refrigerator
Home computer
Electric power
Automobile
Clothes dryer
Air conditioning
Clothes washer
Stove
Dish washer
Telephone
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8. While some believe that we have seen the end of Moore’s law
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9. Today’s Moore’s Law constantly improves consumer technology’s value for
money
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10. Consumer tech demand defies the economic headwinds
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11. It takes two to tablet: the rise of the multi-tablet owner
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12. One million apps and little to download
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13. All aboard for the catch-up commuter
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14. The schedule remains supreme
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15. (Near) Future of
Advertising

16. Targeted television advertisements miss the target
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17. Can a bartender ever guess what you want to drink?
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18. Social recommendation: complementary, not core
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19. A “brand” new day for online ads
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20. Where are we now?

21. Time spend versus Share of advertising spend (2011)
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22. Tablets and Smartphones
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23. Power Ratio
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24. Automated Trading
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each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of
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This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities
(collectively, the “Deloitte Network”) is, by means of this publication, rendering professional advice or services. Before making any decision or
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24 © 2012 Deloitte The Netherlands