Skip to main content

CTAM Study Compares Cable to Satellite

The Cable & Telecommunications Association for Marketing (CTAM) reports that digital cable customers are more likely to be early adopters of cutting edge consumer electronics when compared to satellite subscribers. The CTAM Pulse examines consumer interest in home entertainment and telecommunications products and services.

Cable customers, more so than satellite customers, crave new technology. Digital cable customers were twice as likely as satellite customers to plan to buy an HDTV (16 percent vs. 8 percent), and more than twice as likely to plan to purchase a portable audio player that includes video capability (11 percent vs. 5 percent). Additionally, digital cable subscribers are more likely than satellite homes to report plans to purchase CD players (16 percent), video game systems (22 percent), home networks (9 percent) and Voice over Internet Protocol (10 percent) within the next twelve months.

The Pulse reports substantial increases in familiarity with cable "On Demand." Sixty-nine percent of households, overall, surveyed in November 2005 were familiar with On Demand, up from 54 percent in January 2004; while 89 percent of digital cable households are now familiar, compared with 74 percent. In addition, customers who have used On Demand have increased significantly since January 2004. Approximately 50 percent of digital cable subscribers, who were aware of On Demand and had it available to them, have ordered programming, up from approximately 35 percent in January 2004.

In addition to On Demand, digital cable and satellite subscribers show strong interest in subscribing to cable�s other services and cable�s quadruple play.

Seventy percent of digital cable subscribers and 48 percent of satellite subscribers reported interest in high-speed service from cable. Roughly six in ten (59 percent) digital cable customers and 44 percent of satellite subscribers reported interest in local phone service. In addition, nearly one half of all respondents (46 percent) reported being interested in cable�s quadruple play -� a bundle package from their local cable provider that would include voice, video, high-speed data and wireless telephone service.

Popular posts from this blog

Strategic Wireless Tech for Uncertain Times

The business technology community is at a critical juncture in 2024. Global market pressures are starting to ease, but persistent geopolitical threats are somewhat hindering progress. As a result, telecom network providers and their customers are under pressure to make strategic near-term decisions to drive positive impact and ROI within their organizations. "The rapid rise of private cellular, huge growth in 5G mMIMO radio deployments, and a big bet on network slicing are just some of the many changes on the horizon of which companies and organizations must be aware to make mid-course corrections or complete roadmaps," said Stuart Carlaw, chief research officer at ABI Research . Mobile Wireless Market Development The total addressable market for private networks, encompassing elements such as the Radio Access Network (RAN), Mobile-access Edge Computing (MEC), the core, and professional services, is poised to grow significantly. Anticipated to surge from $6.1 billion in 2023