Las Vegas - Nearly one-half (45%) of U.S. media consumers are now frequently creating user-generated content, a 12% increase from a spring 2007 survey that challenges "the conventional assumption that online content creation is limited to a niche group of technology-savvy individuals," according to a recent survey commissioned by Deloitte & Touche.

User-generated content was defined for the survey as creating websites, online photo albums, blogs and music.

"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," said Ed Moran, director of product innovation for Deloitte's Technology, Media and Telecommunications group.

The survey also found that 36% of respondents currently view their cell phones as entertainment devices, up from 24% in Deloitte's spring survey.

"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," said Phil Asmundson, vice chairman and national managing partner for Deloitte's Technology, Media & Telecommunications group.

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