Research: Service preference varies with age
May 19, 2016
According to TDG research, when forced to choose between legacy pay-TV and streaming services, dual-service users react differently according to their age. The younger the adult, the more likely they are to choose TV streaming services over legacy pay-TV, and vice versa.
According to the TDG study, from the pending fifth edition of Benchmarking the Connected Consumer, when presented with this query, 77 per cent of dual-service users 55 and older would choose legacy pay-TV services, compared with only 36 per cent of 18-34s. Conversely, 64 per cent of dual-service 18-34s would choose streaming, compared with only 23 per cent of those 55 and older.
“Forced choice queries are valuable precisely because of the dilemma they pose,” notes Michael Greeson, TDG Co-Founder and Director of Research. “While today’s TV viewer can and often does use both legacy and streaming TV services, when forced to choose between the two, loyalties rise to the top, offering penetrating insight into where different age groups place greater value.”
“Importantly, the relationship between age and service choice is strikingly linear,” notes Greeson. “To see it illustrated in such an unequivocal fashion is quite telling.”