eMarketer.com reports just 4% planned to cut cable or
satellite service in 2013, and a relatively minor 1.3% planned to abandon pay
TV altogether for an online app or rental service. That being said, a sizeable
28.1% said their plans were still up in the air.
Customers reported being more satisfied than not with their
TV packages. According to the study, over half were “satisfied” and about
one-quarter were “very satisfied.” Still, a solid one out of five respondents
reported that they were “unsatisfied.” The biggest cause of dissatisfaction:
rising fees.
But the study also called attention to the extent that TV
providers are contending more and more with the additional screens that are
popping up in households. In Q1 2013, 33.4% of respondents said their household
owned a tablet, up from 28.6% in the previous quarter.
Can cable and satellite providers hold customers’ interest
on these new devices and offer a service that makes pay TV subscriptions more
valuable? The jury is still out.
According to eMarketer.com, Digitalsmiths found that 26% of
respondents with tablets had downloaded their service provider’s tablet app.
But even of those who had downloaded the app, only 18% said they’d used it,
suggesting that consumers still have not integrated it into their routines.
However, some who have begun using the app are clearly addicted; 6% of
respondents said they used their pay TV app every day.
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