TV Holds: Young Adults More Likely To Media Migrate

Teens-on-laptop

More studies reveal cord-cutting isn't a threat to traditional TV distribution systems -- yet.

Just 3% of subscription TV consumers are "cutting the cord" of TV distribution systems -- cable, satellite, or telco -- per a survey from consumer researcher J.D. Power and Associates.

Of those surveyed, young adults 17-34 are the most likely to cut the cord -- 6% say they no longer subscribe to a residential television service.

Of those ages 35-46, 4% are going without traditional TV service; for older consumers 47-65, the number is 2%.

Frank Perazzini, director of telecommunications at J.D. Power and Associates, stated: "The popularity of services such as Netflix and Redbox is a clear indication that consumers are enjoying the availability of alternative viewing options."

He adds: "However, with 52% of television customers reporting that they still watch regularly scheduled programming as it is broadcast, the current model will remain viable for the next two to three years, at a minimum."

More than one-fourth (27%) of video service customers watch videos on a handheld mobile device such as a music player, mobile phone or tablet, according to the study. Mobile phones are still the most commonly utilized handheld mobile device for watching videos -- 15%.

Tablets have a 12% video use rate among customers. Music players also currently hold a 12 percent share.

J.D. Power says video service satisfaction is above average when customers use mobile devices and music players to access content. Overall satisfaction with pay-to-view video service providers averages 743 on a 1,000-point scale. Netflix and Redbox perform particularly well in satisfying pay-to-view customers.

The study, done in April 2011, looked at 6,815 U.S. homes that evaluated pay-to-view providers, including Amazon, Apple TV, Blockbuster/Blockbuster Express, Google TV, Hulu/Hulu Plus, local video stores, Netflix and Redbox.

Recommend (2) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
1 comment about "TV Holds: Young Adults More Likely To Media Migrate".
Check this box to receive email notification when other comments are posted.
  1. Douglas Ferguson from College of Charleston, June 30, 2011 at 10:10 p.m.

    We all remember ten years ago, when "only 3 percent" of homes had DVRs. So what if cord-cutting has not yet exploded? The long fuse has been lit, nevertheless.