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Tuesday March 20, 8:16 pm Eastern Time
Press Release
Digital Cable Subscribers Order 4x as Many PPV Movies and 2x as Many PPV Events as Analog Households
50% More Events Than DBS Households
Digital Cable and DBS Households are 25% More Likely to be on the Web
LOS ANGELES--(ENTERTAINMENT WIRE)--March 20, 2001-- Who are the early adopters for digital cable? Where are they? How are they different from DBS subscribers? Which delivery system generates the higher electronic media activity? What is the impact on packaged media usage such as VHS and DVD?
These critical questions and other market insights are provided in ``The Digital Subscriber Report: A Demographic, Technology and Entertainment Profile,'' about to be published by CENTRIS(SM).
Both digital cable households and DBS households tend to be more involved with consumer electronics devices and entertainment media -- digital cable households especially. Both groups also have higher than average income ($51K vs. national $45K) and are more likely to have children.
But the geo-demographic similarities end there with different marital, educational, and racial profiles. Expectedly, metropolitan status varies, almost by design.
Key Findings:
Nearly 2 million households subscribe to both cable and DBS; very few are digital cable subscribers. One-fifth of DBS households had previously been cable subscribers; 40% live in areas where cable is not available.
The number of TV sets connected to digital cable households is 2.43 vs. 2.17 for analog cable and only 1.54 TV sets connected to DBS.
Expectedly, both digital cable and DBS households have relatively high PPV buy rates; digital cable subscribers are even more likely to purchase PPV events.
Both digital cable subscribers and DBS subscribers are heavily involved in packaged media such as VHS, DVD and video games.
Both digital cable and DBS households are more likely to have PCs and access the Internet than the national average. Digital cable households are much more likely to have broadband (11.3% vs. 4.5% nationally) and to make purchase transactions over the Web.
CENTRIS(SM) tracks many of the new content delivery technologies and formats from their market introduction, enabling an accumulation of respondents to develop a statistically meaningful sample base from which to analyze activity data and to profile ownership status as the market penetration evolves.
``The CENTRIS team has been tracking and profiling television subscriptions for 20 years, closely monitoring the emerging technologies and observing how the market expands and why consumers switch services,'' said Jerilyn Kessel, co-founder of CENTRIS. ``We've seen cable subscribers enamored by DBS's digital quality and extensive programming options but hesitant to 'convert.' Now we'll be able to see whether digital cable can effectively respond by increasing retention and growing revenues per cable household.''
``The Digital Subscriber Report'' provides demographic, technology and content usage profiles for all cable subscribers, analog cable subscribers, digital cable subscribers and DBS subscribers. The analysis compares the segments against the entire U.S. household population and against each other.
Further diagnostics are offered on basic-only and premium subscribers within each venue. Electronic entertainment activity is analyzed as well as packed media such as VHS, DVD and video games.
This data is collected daily as part of the CENTRIS Core Battery of household information in the ``Access'' omnibus to which clients add proprietary product and attitudinal questions. The study is based upon a sample of over 20,200 households.
About CENTRIS(SM)
CENTRIS is a research and information services firm for the converging industries of communications, entertainment and technology, specializing in cable, satellite, home video, motion pictures, telecommunications and the Internet.
Its products are based on weekly nationally projectable interviews of 1,000 households profiling more than 100 consumer electronics, entertainment, telecommunications and geo-demographic measures. CENTRIS(SM) is headquartered in the Philadelphia area with an office in Santa Monica.
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Contact:
Centris, Santa Monica
Leslie Dunham, 310/264-8777 |
