Survey: Over 74% of U.S. Households Have Pay-TV, But Mostly Because of Broadband
According to a recent survey conducted by Deloitte, around three out of four consumers have chosen to continue their subscription to pay-TV services. The upshot? Over two-thirds do it because their video products are bundled with their broadband service.
The survey, which included over 2,000 respondents, was part of Deloitte’s annual Digital Democracy Survey. The study indicates a volatile marketplace that is quickly evolving.
For example, among the youngest consumer segment, ages 14–19 (labeled Gen Z), only 18% of respondents indicated television influences their buying decisions.
The survey also found a frantic pace of media consumption among Gen Z consumers—they report multitasking while they watch TV, doing an average of 3–4 things at once.
That may sound like they are tuning out, and when Deloitte dug a little deeper, they found out why. Over 83% of those polled reported skipping online video ads. Even more insightful, 67% say the majority of ads they encounter aren’t relevant to their lives. Finally, over 40% of millennials polled stated that they employ ad-blocking solutions.
“Many companies might discover that TV ads are no longer the most efficient avenue for getting through to some audiences,” Deloitte concludes in its report. “Enlisting online influencers and creating social buzz might matter more.”