News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
7% of young broadband users consider severing cable TV ties
Watching television shows on the Internet and mobile devices is a daily activity for a quarter of broadband users, according to new research from Horowitz Associates. That figure rises among younger viewers, some of whom are considering cancelling their cable TV ties.
Almost 40% of all users of broadband Internet in the U.S. watch television programming on the Internet, or via a mobile device - up from 34% last year.
Among 18-34 year olds that figure is higher - 37% of broadband Internet users in that age group now watch television online every day, or nearly every day.
At least 7% are considering cancelling their television service and if more of their favorite shows became available online an additional 19% would consider cancelling.
"The penetration and usage of alternative viewing technology is reaching a tipping point, and the measurable impact on how the TV product is viewed will inevitably follow," said Howard Horowitz, President of Horowitz Associates.
But what will become of the cable companies if consumers decide to cancel their subscriptions? According to CNET's Marguerite Reardon, U.S. cable companies, which are essentially infrastructure firms, will still be in the loop.
"In addition to controlling most of the paid TV market in the U.S., cable companies are also poised to dominate the broadband market," writes Reardon.
"This means that even when people drop their pricey cable TV packages, they're still likely to pay the cable company for access to the Internet, which is used to deliver the video streams to their TVs. For cable operators, it's a "heads we win; tails we win" situation."
- Nielsen: Generations bucking preconceived notions of behavior
- Study reveals shopping habits not influenced by Black Friday flash sales
- Study: Shoppers plan to spend more, save more this holiday
- How to respond to bad reviews
- Top tips for a better 2016 IT strategy
- Click-and-collect drives additional in-store sales
- Oxford Dictionaries announces 'word of the year' and it is not a word
- Last-minute shopping on the rise during holiday season
Featured White Papers
- Statistics for Online Experiments: How to Think and Act Like a Statistician
Statistics are the underpinning of how Optimizely's customers use data to make decisions. To run great experiments, investing in an...
- Lean Content Marketing
Content is king. If you're a modern marketer, you know why--it is the fuel for your lead generation and nurturing...