CTAM Study: Economy Good For Cable
Respondents don't plan on cutting back on cable or cable modem service
By John Eggerton -- Multichannel News, 3/24/2009 1:47:47 PM
The economic meltdown may actually be a boon to cable, suggests the Cable & Telecommunications Association for Marketing (CTAM).
"These are uncertain times, and consumers are not only cutting back on out-of-home activities, they're cocooning with family and friends in their homes," says CTAM Char Beales in announcing the results of a new study. "This has led to increased reliance on cable's valuable entertainment, information and communications services."
The study found that while 71% of respondents feel the economy is either in a recession or heading toward a depression, those same people aren't planning to cut back on cable or cable modem service.
The study found that 95% planned to retain modem service, and 81% said they were not likely to drop cable TV service. That is compared to 71% who said they were unlikely to back in November.
While 53% reported doing less shopping, 52% less eating out, and 51% fewer vacations, 35% said they would watch more TV at home, with only 5% saying they would watch less and the rest staying about the same.
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Survey research methods teach us that it's all in the wording of the question. If no mention is made of price, especially rising price, then people will imagine that they will hold onto cable. But the price is not holding still. The price goes up and the service is the same. Who can afford such nonsense?
Doug Ferguson - 3/25/2009 1:38:12 PM EDT
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