The number of bundled customers has grown dramatically and even more consumers appear willing to purchase packages of video, voice and data.
According to "Bundled Services 6: A Study of the Competitive Market for Bundled and Broadband Services," the latest research on the topic from Horowitz Associates Inc., 37% of survey respondents indicated that they are now receiving one or more services from a single provider.
That compares with 11% of respondents in the year-earlier report, who said they received at least two services — most often a combination of video and data— from a single provider.
Ease of service queries and contact were cited as the major advantages for bundled services, as 70% pointed to "having one number to call for customer service," while 69% liked "getting one integrated bill."
The company's findings also pointed to market potential. The study found that 43% of respondents said they would be likely to or very likely to subscribe to one provider for all services, if they were available from a single source, even without a discount.
Just over half — or 52% — indicated they would receive all of their current services from one provider, provided they got 10% taken off their total bill.
Furthermore, 19% said they would switch from their phone company if their cable operator proffered voice, along with video and data options.
All told, 80% of respondents called "the reliability of their bundled services" excellent, the same designation 73% of respondents used to classify "their bundled service provider overall."
"Bundling is a competitive strategy that is a win-win situation for the consumer and provider," said Howard Horowitz, president of the Larchmont, N.Y.-based firm, in a statement. "The consumer wants competitive pricing, a better value and, importantly, less hassle.
The survey findings were derived from a survey of 802 U.S. households (cable homes passed), conducted in August and September.