Technology Influencers Choose Cable For TV Services
CTAM Study Finds Almost Half Of ‘Future Shapers’ Favor Cable
-- Multichannel News, 2/6/2008 7:23:00 PM
Almost half of today’s consumers that do their homework are choosing TV services from cable operators, according to the latest survey commissioned by CTAM Pulse.
The CTAM Pulse “Future Shapers and Makers: An Examination of Consumer Segments” study, conducted by TNS Media & Entertainment, found that 46% of what the researcher calls “future shapers” -- the early adopters likely to spread the word about technology and the segment of the population companies actively seek -- are likely to choose TV service through a cable company.
By comparison, 26% of the respondents in this group preferred to receive TV through a satellite provider, while 2% were likely to opt for video service through a telco.
“Today’s cable television, with advanced enhancements including on demand, HDTV and DVRs, is inciting influencers to spread the word as to why cable television is their first choice among the competitors,” said CTAM president and CEO Char Beales in a statement.
The survey also focused on “future makers,” a group that waits longer to take the technology plunge than the future shapers, but one deemed as important in their tendency to spread the word.
Together, these two groups make up 30% of today’s consumers, with 10% in the future shaper ranks and 20% in the future makers camp. The largest group is classified as “today consumers,” those that until technologies are proven before adopting them.
Doing their homework is what sets the future shapers and future makers apart. According to the survey, 67% of future shapers and 59% of future makers are likely to get information about TV services from the Internet, compared to 45% of today’s consumers.The two influencer groups are also more likely than others to obtain information from TV, newspapers, and magazines.
According to the survey, 89% of consumers are concerned primarily with the reliability of the provider, over price.
