CTAM: Systems' Sites Going Surfless
By Simon Applebaum -- Multichannel News, 1/28/2003 8:15:00 AM
The majority of cable subscribers with Internet access responding to a Cable & Telecommunications Association for Marketing study released Tuesday morning claimed that they have yet to surf up their local systems' Web sites.
Of those Internet-access customers participating in CTAM's latest Pulse survey, 77 percent haven't paid their systems' Web sites visits.
Among the Pulse participants who have, 69 percent declared that they find the information they were looking for on the site 'every time' or 'most times.'
The top two information morsels that cable customers search for on system-produced Web sites are program schedules and available service tiers.
Internet access 'presents a strong marketing opportunity for cable companies,' CTAM president and CEO Char Beales said in a prepared statement accompanying the Pulse findings.
'Better promotion of cable-company Web sites could drive increased traffic and offer yet another acquisition and retention vehicle for cable products and services,' she added.
Communications, Entertainment and Technology Research and Information Service, or CENTRIS, surveyed 629 cable customers at random for CTAM's Pulse study. They were reached by telephone early last month.
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