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Marchex Releases Cable and Satellite Industry Benchmarks On Consumer Purchase Behavior And Digital Marketing
Marchex Call DNA technology analyzed data from more than one million inbound phone calls placed by consumers to cable and satellite operators in 2016, including five of the top ten operators.
Key findings from the report on consumer behavior include:
- While Internet is the leading product purchased from cable companies, traditional TV packages are still a major part of the product mix for new subscribers. Fifty-seven percent of new cable orders include traditional TV service.
- Despite the fact that millennials are often categorized as cord-cutters, millennials are actually actively considering cable packages, as the data shows that 40 percent of callers to cable companies are millennial households.
- Sports are a significant driver of cable television packages, as they may be the best option for consumers who want to watch live-action events.
- Consumers are increasingly interested in the ability to have “TV everywhere,” and watch content from any mobile device or laptop. 1 out of every 15 consumers reference the concept.
Key findings from the report on how operators can improve customer service and overall experience include:
Communications companies, including video, voice and internet
products, are forecast to spend more than
$5 billionin digital marketing in 2016, in turn driving millions of inbound sales calls.
- Even though internet services are more prevalent than ever, phone calls are still the primary sales channel for cable and satellite operators due to the high consideration of a purchase that can include a wide range of options and a multi-year contract.
“While the Internet has undeniably changed the way that we consume
media, it’s clear that consumers still value traditional cable
television services and communication channels,” said
A full copy of the study can be found at www.marchex.com/cable2016.
Please visit www.marchex.com,
marchex.com/blog or @marchex on
Trevor Caldwell, 206-331-3600