TV Holds: Young Adults More Likely To Media Migrate

by , Jun 29, 2011, 12:27 PM
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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.

1 comment on "TV Holds: Young Adults More Likely To Media Migrate".

  1. Douglas Ferguson from College of Charleston
    commented on: 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.

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