Research from The Diffusion Group (TDG) has discovered that iPad Users and Intenders—those who own or are likely to purchase an iPad in the next few months—are significantly more likely than average adult broadband users to either downgrade or ‘cut the cord’ and cancel their PayTV service.
“Despite the fact that cord-cutting remains more widely discussed than carried out, forward-looking research continues to accumulate in support of the hypothesis that specific groups of consumers are quickly warming to the idea,” notes Michael Greeson, TDG founding partner and director of research. “Certainly this applies to iPad Owners and Intenders.”
In terms of cord-cutting tendencies:
– More than one-third of iPad Owners (33.9 per cent) are to varying degrees likely to cancel their PayTV service in the next six months, more than twice the rate among iPad Intenders (13.5 per cent) and three times the rate among average adult broadband users (9.6 per cent).
– 12.9 per cent of iPad Owners are highly likely to cancel their PayTV service in the next six months, twice the rate among iPad Intenders (6.4 per cent) and three times the rate among average adult broadband users (4.3 per cent)
In terms of downgrade proclivities:
– 35.5 per cent of iPad Owners and 29.5 per cent of Intenders are to varying degrees likely to downgrade their PayTV service in the next six months, compared with 20.7 per cent of average adult broadband users.
– 27.4 per cent of iPad Owners are highly likely to downgrade their PayTV service in the next six months, compared with 14.2 per cent of iPad Intenders and 10.0 per cent of average adult broadband users.
“Many new video purveyors such as ivi.TV and Sezmi are looking to rapidly achieve mainstream status by casting the widest net possible with little in the way of targeting, outside of general ‘bad times’ messaging. It is TDG’s belief that it may be more lucrative to focus on specific user groups who are more inclined toward anti-incumbent behaviour, a descriptor that certainly applies to iPad Owners and Intenders,” commented Greenson.
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