TV Holds: Young Adults More Likely To Media Migrate
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.