Subscribers To Both Cable And Satellite TV Exhibit Most Interest In Interactive TV

Report Identifies Internet And TV Usage As Key Indicator Of Consumer Demand For Interactive TV Services

12-Mar-01

According to a recent study by TechTrends, Inc., consumers who subscribe to both cable and satellite TV services are more likely to subscribe to most interactive TV services than those who receive only DBS or cable TV service. The study, entitled ""Cable vs. Satellite Subscribers: An Examination Of Interactive TV Demand And TV-Internet Usage,"" has found that dual cable/satellite subscribers are more interested than other pay TV subscribers in video-on-demand, e-commerce, personalized TV channels and time-shifting services.This study also found that among consumers who are interested in time-shifting services, such as those offered by TiVoÆ and Microsoft, dual subscribers would pay an average of $4.20 per month, compared to only $3.20 per month among subscribers to either cable or satellite TV.In addition, dual subscribers would pay 10 percent more per month than cable-only subscribers for TV-based Web browsing and e-mail, and nearly 20 percent more than satellite-only subscribers for digital photo printing from their TV sets.The report reveals several key differences in TV and Internet usage that are linked to interactive TV demand:- 29 percent of dual subscribers watch at least 30 hours of TV per week, compared to less than 20 percent of cable-only subscribers.- Nearly 30 percent of dual subscribers spend more than 20 hours per week online, compared to only 19 percent of cable-only subscribers and 21 percent of DBS-only subscribers.- 45 percent of dual subscribers watch TV while accessing the Internet on their PC, compared to only 39 percent of subscribers to either cable or satellite TV services.For more information about this study and TechTrends' other research, visit www.techtrends.com/newreport.html.Published in January 2001, ""Cable vs. Satellite Subscribers: An Examination Of Interactive TV Demand And TV-Internet Usage"" analyzes subscribers to cable and/or satellite TV services by their type of broadcast delivery (basic cable, premium cable, DBS, C-band satellite) and their DBS service provider (DIRECTVÆ and DISH Networkô). The study evaluates subscribersí degree of interest and price sensitivity for popular interactive TV services, including digital photo printing, Internet on TV, e-commerce shopping, time-shifting, personalized TV channels, video games, and video-on-demand. In addition, the study also examines subscribersí TV and Internet ownership, and usage characteristics across six different variables. This 28-page report, with 42 charts and tables, is available now for $895.For more information about TechTrends, Inc., visit www.techtrends.com.

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