auto purchasing survey (tq462) - changewave … · web viewmoreover, in a finding that points to...

ChangeWave Research: Home TV Service Providers Trends

TV Service Provider TrendsAndy Golub Overview: During June ChangeWave surveyed 2,394 consumers on their TV service providers – including a look at the services respondents plan on upgrading and downgrading such as DVRs, premium channels and subscription packages.

The survey also focused on customer satisfaction, loyalty and future demand trends for the major traditional TV service providers. ChangeWave Research is a service of 451 Research.

TV Subscription Upgrades and Downgrades

There is a wide selection of television services being offered by TV providers, but which features are getting upgraded or downgraded?

Among the 4% of respondents who say they’ll be adding or upgrading TV services in the next 90 days, 27% plan a DVR Upgrade and 25% say they’ll add a Premium Sports Package.

Which of the following TV services - if any - do you plan on adding to your TV subscription over the next 90 days? (Check All That Apply)

At the same time, 9% say they’ll downgrade or remove TV services from their subscription in the next 90 days – with Premium Movie Channels (47%) and TV Channel Packages (43%) most likely to get cut.

This information is from ChangeWave Research, a service of 451 Research, LLC, and contains confidential business information.It may not be copied or distributed without permission. ©2013 451 Research, LLC. All rights reserved.

July 10, 2013


And which of the following TV services - if any - do you plan on downgrading or removing from your TV subscription over the next 90 days? (Check All That Apply)

The survey took a closer look at these two categories, starting with premium movie channels.

Premium Movie Channels. Among respondents who currently subscribe to a premium movie channel, the two most popular are HBO (76%) and Showtime (58%). And while Movies (49%) are the most important reason why consumers subscribe to premium movie channels, somewhat surprisingly Original Content (38%) is a close second.

Moreover, in a finding that points to vulnerability for the movie channels, only 45% of respondents who subscribe to a premium movie channel believe they provide a wide variety of movies on a weekly basis – another sign of the importance of original content.

The trend towards original content is also being bolstered by offerings from alternative TV providers. For example, Netflix recently signed an exclusive deal with DreamWorks for 300 hours of original programming. An upcoming ChangeWave report will be taking a close up look at the competition in the Alternative TV space.

TV Channel Packages. It’s not unexpected that TV Channel Packages are near the top of the list of services respondents plan on downgrading, as Too Many Unwanted Channels (31%) ranks as the biggest problem consumers report having with their TV service provider.


2


The survey also focused on customer satisfaction, loyalty and future demand trends for the traditional TV providers.

Customer SatisfactionConsistent with previous ChangeWave surveys, Verizon FiOS (37% Very Satisfied) leads the industry in customer satisfaction among the major TV service providers. Bright House (28%) has moved into second, followed by AT&T U-verse (26%).

DIRECTV (25%) has fallen to fourth place, registering its lowest Very Satisfied rating of the past two years.

Biggest Problems. As mentioned above, Too Many Unwanted Channels (31%) tops the list of complaints consumers have with their TV service provider – increasing 2-pts to its highest level of the past 18 months.


3


Outages and Service Issues (9%) is the next closest complaint.

Among individual providers, there are clear differences when it comes to these problems, as can be seen in the charts below:

Too Many Unwanted Channels (31%) Outages/Service Issues (9%)

Cablevision (20%) has the fewest subscribers complaining about Having Too Many Unwanted Channels, while DISH Network (41%) has the most.

Verizon FiOS (5%) outperforms on the issue of Outages/Service Issues and Cox (13%) lags.


4


Customer Loyalty Towards Traditional ProvidersWe also asked respondents about their plans to switch TV providers in the next six months, and found 9% saying they’ll make a change – the same as the previous three surveys.

Bright House now leads in customer loyalty – with only 6% of their subscribers saying they’ll switch providers in the next six months. This is the best loyalty rating for Bright House over the past three years.

Verizon FiOS (7%) is a close second, followed by Comcast (8%) – which has also hit its best level of the past three years.

Impact of Price Among Switchers. Price (68%) remains unchanged at its highest level in a ChangeWave survey as the dominant reason why respondents plan on switching providers.

Reinforcing the importance of cost, four-in-five (80%) planned switchers say their current provider could keep them as a customer if their subscription price was lowered.


5


Future Demand Trends among Traditional ProvidersAmong respondents planning on switching providers in the next six months, DIRECTV (19%; up 3-pts) is now the top choice, followed by Verizon FiOS (16%; unchanged).

*Other = 17%; Don’t Know = 8%

We note that DIRECTV and Verizon FiOS have been jockeying for the lead in terms of future demand preferences of switchers for the past several years:

Third place Comcast (11%; unchanged) remains at its highest level in a ChangeWave survey.


6


Summary of Key Findings

The ChangeWave Research Network is a group of 25,000 highly qualified business and technology professionals – along with early adopter consumers – who spend their everyday lives working on the frontline of technological change. ChangeWave surveys its Alliance members on a range of business and investment research and intelligence topics, collects feedback from them electronically, and converts the information into proprietary quantitative and qualitative reports.


Customer Satisfaction with Traditional TV Providers‘Very Satisfied’ Rating –by Provider Verizon FiOS (37%) Bright House (28%) AT&T U-verse (26%) DIRECTV (25%) DISH Network (21%) Cablevision (18%) Cox (14%) Comcast (12%) Charter (12%) Time Warner (6%)

Customer Loyalty Bright House leads in loyalty

– just 6% of their customers say they’ll switch in next 6 months

Verizon FiOS (7%) is a close second, followed by Comcast (8%)

Future Demand Preferences Among Planned Switchers DIRECTV (19%; up 3-pts) is

top choice, followed by Verizon FiOS (16%; unchanged)

Third place Comcast (11%; unchanged) remains at its highest level of the past several years

Price Continues to be Key Deciding Factor 68% of switchers say they’re

making a change because of Price

80% say their current provider could keep them if their cost was lowered

TV Subscription Upgrades 4% say they’ll be adding or

upgrading TV services over next 90 days

Top Upgrades 27% plan a DVR Upgrade 25% Premium Sports

Package 17% Access to HD

Content/Channels 14% Premium Movie

Channels 14% Upgrade TV Channel

Package

TV Service Downgrades 9% plan to downgrade TV

services over next 90 daysTop Downgrades Premium Movie Channels

(47%) TV Channel Package (43%)

7


Summary of Key Findings.............................................................................................7

The Findings...................................................................................................................9

TV Subscription Upgrades and Downgrades..............................................................9

Customer Satisfaction...............................................................................................12

Customer Loyalty Towards Traditional Providers......................................................16

Future Demand Trends among Traditional Providers...............................................17

ChangeWave Research Methodology........................................................................21

About ChangeWave Research....................................................................................21

About 451 Research.....................................................................................................21


8


The Findings

Introduction: During June ChangeWave surveyed 2,394 consumers on their TV service providers – including a look at the services respondents plan on upgrading and downgrading such as DVRs, premium channels and subscription packages.

The survey also focused on customer satisfaction, loyalty and future demand trends for the major traditional TV service providers. ChangeWave Research is a service of 451 Research.

TV Subscription Upgrades and Downgrades

There is a wide selection of television services being offered by TV providers, but which features are getting upgraded or downgraded?

Among the 4% of respondents who say they’ll be adding or upgrading TV services in the next 90 days, 27% plan a DVR Upgrade and 25% say they’ll add a Premium Sports Package.

Which of the following TV services - if any - do you plan on adding to your TV subscription over the next 90 days? (Check All That Apply)

Current Survey Jun’13

DVR Upgrade 27%Premium Sports Packages (e.g., NFL Sunday Ticket, ESPN Game Plan) 25%Access to HD Content/Channels 17%Premium Movie Channels (e.g., HBO, Showtime) 14%Upgrade TV Channel Package 14%Access to OnDemand Content 8%Access to 3D Content 6%Other 10%


9


At the same time, 9% say they’ll downgrade or remove TV services from their subscription in the next 90 days – with Premium Movie Channels (47%) and TV Channel Packages (43%) most likely to get cut.

And which of the following TV services - if any - do you plan on downgrading or removing from your TV subscription over the next 90 days? (Check All That Apply)


Premium Movie Channels (e.g., HBO, Showtime) 47%Downgrade TV Channel Package 43%Premium Sports Packages (e.g., NFL Sunday Ticket, ESPN Game Plan)

14%

Access to OnDemand Content 4%Access to 3D Content 4%Access to HD Content/Channels 3%DVR 3%Other 7%


10


The survey took a closer look at these two categories, starting with premium movie channels.

Premium Movie Channels. Among respondents who currently subscribe to a premium movie channel, the two most popular are HBO (76%) and Showtime (58%).

Among those who subscribe to a premium movie channel, which of the following do you currently subscribe to? (Check All That Apply)


HBO 76%Showtime 58%Starz 43%Encore 42%The Movie Channel 39%Cinemax 35%Epix 6%Other 2%

And while Movies (49%) are the most important reason why consumers subscribe to premium movie channels, somewhat surprisingly Original Content (38%) is a close second.

What is the most important reason you subscribe to premium movie channels?


Movies 49%Original Content 38%Documentaries 2%Other / NA 10%

Moreover, in a finding that points to vulnerability for the movie channels, only 45% of respondents who subscribe to a premium movie channel believe they provide a wide variety of movies on a weekly basis – another sign of the importance of original content.

True or False: Premium movie channels provide a wide variety of movies on a weekly basis.

CurrentlySubscribe

to aMovie

channelTrue 45%False 55%


11


The trend towards original content is also being bolstered by offerings from alternative TV providers. For example, Netflix recently signed an exclusive deal with DreamWorks for 300 hours of original programming. An upcoming ChangeWave report will be taking a close up look at the competition in the Alternative TV space.

TV Channel Packages. It’s not unexpected that TV Channel Packages are near the top of the list of services respondents plan on downgrading, as Too Many Unwanted Channels (31%) ranks as the biggest problem consumers report having with their TV service provider.

The survey also focused on customer satisfaction, loyalty and future demand trends for the traditional TV providers.

Customer SatisfactionConsistent with previous ChangeWave surveys, Verizon FiOS (37% Very Satisfied) leads the industry in customer satisfaction among the major TV service providers. Bright House (28%) has moved into second, followed by AT&T U-verse (26%).

DIRECTV (25%) has fallen to fourth place, registering its lowest Very Satisfied rating of the past two years.


12


Satisfaction Rating by Individual Provider – ‘Very Satisfied’ Rating

Current

Survey Jun ‘13

Previous

Survey Mar ‘13

Previous

Survey Dec ‘12

Previous

Survey Sep ‘12

Previous

SurveyJun ‘12

Verizon FiOS 37% 37% 39% 39% 39%Bright House 28% 29% 29% 28% 21%AT&T U-Verse 26% 20% 25% 25% 32%DIRECTV 25% 29% 31% 28% 30%DISH Network 21% 19% 20% 20% 20%Cablevision 18% 13% 14% 16% 12%Cox 14% 19% 14% 16% 15%Comcast 12% 11% 15% 11% 15%Charter 12% 11% 9% 5% 7%Time Warner 6% 9% 9% 8% 8%

Biggest Problems. As mentioned above, Too Many Unwanted Channels (31%) tops the list of complaints consumers have with their TV service provider – increasing 2-pts to its highest level of the past 18 months.


13


Outages and Service Issues (9%) is the next closest complaint.

Among individual providers, there are clear differences when it comes to these problems, as can be seen in the charts below:

Too Many Unwanted Channels (31%) Outages/Service Issues (9%)

Cablevision (20%) has the fewest subscribers complaining about Having Too Many Unwanted Channels, while DISH Network (41%) has the most.

Verizon FiOS (5%) outperforms on the issue of Outages/Service Issues and Cox (13%) lags.

What is the biggest problem you currently experience with your TV Service Provider?

Current Survey Jun ‘13

PreviousSurvey Mar ‘13

PreviousSurvey Dec ‘12

PreviousSurveySep ’12

PreviousSurveyJun ‘12


14


Too Many Unwanted Channels 31% 29% 26% 28% 28%Outages/Service Issues 9% 7% 8% 9% 8%Lack of Good Programming/Channels 8% 8% 8% 8% 9%Don’t Like Menu Structure 6% 5% 5% 6% 6%Too Slow When Changing Channels 5% 6% 7% 6% 7%DVR Issues 4% 4% 5% 5% 4%Not Enough HD Content 2% 1% 2% 2% 3%Not Enough On Demand/Pay Per View Content

2% 1% 2% 1% 2%

Channel Blackouts (due to licensing disputes) 1% 1% 1% 1% 1%Do Not Experience Problems 15% 16% 17% 16% 17%Other 9% 11% 9% 12% 10%


15


Here’s a look at the complete results by individual provider:

Current Survey (Jun ’13)

Total Bright House

Cable-vision Charter Comcast Cox Time

Warner DIRECTV DISH Network

Verizon FiOS

AT&TU-

VerseToo Many Unwanted Channels

31% 40% 20% 37% 36% 31% 29% 34% 41% 31% 37%

Outages/Service Issues

9% 6% 6% 10% 7% 13% 12% 11% 9% 5% 7%

Lack of Good Programming/Channels

8% 6% 11% 7% 10% 12% 9% 6% 7% 7% 3%

Don’t Like Menu Structure

6% 8% 17% 8% 6% 5% 4% 5% 2% 10% 9%

Too Slow When Changing Channels

5% 8% 14% 5% 4% 2% 7% 10% 2% 8% 5%

DVR Issues 4% 6% 3% 1% 4% 8% 9% 3% 5% 4% 5%Not Enough HD Content

2% 0% 0% 4% 2% 0% 2% 1% 1% 2% 0%

Not Enough On Demand/ Pay Per View Content

2% 0% 0% 0% 1% 3% 0% 2% 1% 5% 1%

Channel Blackouts (due to licensing disputes)

1% 0% 2% 0% 0% 0% 3% 2% 2% 1% 3%

Do Not Experience Problems

15% 14% 23% 9% 12% 9% 15% 12% 13% 17% 22%


16


Customer Loyalty Towards Traditional ProvidersWe also asked respondents about their plans to switch TV providers in the next six months, and found 9% saying they’ll make a change – the same as the previous three surveys.

Do you plan on switching cable, satellite or fiber-optic TV service providers in the next six months?

Current Survey Jun ‘13

Previous

Survey Mar ‘13

PreviousSurvey Dec ‘12

Previous

SurveySep ’12


Yes 9% 9% 9% 9% 10%No 73% 73% 72% 73% 73%Don’t Know 18% 17% 19% 18% 17%

Bright House now leads in customer loyalty – with only 6% of their subscribers saying they’ll switch providers in the next six months.

This is the best loyalty rating for Bright House over the past three years.


17


Verizon FiOS (7%) is a close second, followed by Comcast (8%) – which has also hit its best level of the past three years.

A Closer Look at Switchers by Individual Provider

CurrentSurveyJun ‘13

PreviousSurveyMar ‘13

Previous

SurveyDec ‘12



PreviousSurveyMar ‘12

Bright House 6% 8% 11% 14% 8% 7%Verizon FiOS 7% 9% 7% 7% 5% 7%Comcast 8% 11% 10% 13% 11% 11%Cox 9% 6% 4% 5% 7% 9%AT&T U-Verse 10% 14% 9% 9% 12% 15%DISH Network 10% 12% 12% 7% 10% 6%Time Warner 10% 12% 13% 8% 11% 11%Charter 11% 14% 8% 11% 14% 13%DIRECTV 12% 11% 11% 9% 13% 10%Cablevision 12% 13% 12% 7% 11% 13%

Impact of Price Among Switchers. Price (68%) remains unchanged at its highest level in a ChangeWave survey as the dominant reason why respondents plan on switching providers.


18



19


If yes, what is the primary reason behind your plans to switch TV service providers?Curren

t Survey Jun ’13

PreviousSurvey Mar ’13

PreviousSurvey Dec ’12



Price 68% 68% 61% 66% 68%Fiber-Optic Service Now Available 4% 5% 8% 7% 5%New Service Features 4% 5% 7% 5% 4%Moving/Relocating 6% 5% 4% 9% 6%Technical Problems 6% 4% 5% 3% 6%Bundling of Services 2% 4% 4% 4% 5%Prospect of Better Customer Service 4% 3% 3% 3% 2%Not Applicable 3% 2% 3% 1% 1%Other 2% 5% 5% 2% 4%

Reinforcing the importance of cost, four-in-five (80%) planned switchers say their current provider could keep them as a customer if their subscription price was lowered.

Is there anything your current cable, satellite or fiber-optic TV service provider could do to keep you as a customer? (Choose No More Than Two)

Current Survey Jun ’13

PreviousSurvey Mar ’13

PreviousSurvey Dec ’12



Reduce Price 80% 77% 74% 74% 77%A-La-Carte Programming Options 17% 20% 16% 17% 19%Better Quality Programming 9% 11% 14% 9% 13%Nothing Can Keep Me as a Customer 8% 7% 7% 7% 4%More Reliable TV Service 7% 8% 5% 8% 7%Benefits/Rewards for Long-Term Customers 6% 7% 5% 9% 8%Cheaper/Free DVR Service 4% 8% 9% 6% 6%Cheaper/Free Set Top Boxes 4% 3% 5% 6% 4%Bundling of Services (e.g., Internet, Phone) 3% 2% 3% 2% 2%Improved Customer Service 2% 5% 6% 3% 5%Other 3% 5% 6% 4% 6%


20


Future Demand Trends among Traditional ProvidersAmong respondents planning on switching providers in the next six months, DIRECTV (19%; up 3-pts) is now the top choice, followed by Verizon FiOS (16%; unchanged).

*Other = 17%; Don’t Know = 8%

We note that DIRECTV and Verizon FiOS have been jockeying for the lead in terms of future demand preferences of switchers for the past several years:

Third place Comcast (11%; unchanged) remains at its highest level of the past several years.


21


What TV programming service provider are you most likely to switch to?

Fiber-Optic Service Providers Current Survey Jun ’13

PreviousSurveyMar ’13

PreviousSurveyDec ’12



Verizon FiOS TV 16% 16% 16% 16% 20%AT&T U-verse TV 10% 9% 11% 15% 11%

Satellite Service Providers Current Survey Jun ’13





DIRECTV 19% 16% 18% 16% 20%DISH Network 10% 12% 10% 12% 16%Bell Canada/ExpressVu 1% 0% 1% 1% 1%

Cable Service Providers Current Survey Jun ’13





Comcast 11% 11% 9% 7% 10%Cox 3% 2% 2% 1% 1%Time Warner (Road Runner) 2% 1% 3% 3% 2%Charter 1% 3% 2% 2% 1%WOW! (Wide Open West) 1% 2% 0% 0% 0%Bright House Networks 0% 0% 0% 1% 0%Cablevision 0% 0% 0% 1% 0%Rogers 0% 0% 0% 1% 0%Shaw 0% 0% 0% 0% 1%Mediacom 0% 0% 0% 0% 0%

Other/Don’t Know Current Survey Jun ’13





Don’t Know 8% 10% 12% 8% 4%Other 17% 18% 16% 16% 13%


22



23


ChangeWave Research MethodologyThis report presents the findings of a June 3-21, 2013 survey on trends in the home TV service providers market. A total of 2,394 U.S. and Canadian respondents participated.

ChangeWave's proprietary research and business intelligence gathering system is based upon the systematic gathering of valuable business and investment information directly over the Internet from accredited members.

The Research Network is assembled from senior technology and business executives in leading companies of select industries. More than half of members (53%) have advanced degrees (e.g., Master's or Ph.D.) and 91% have at least a four-year bachelor's degree.

The business and investment intelligence provided by ChangeWave provides a real-time view of companies, technologies and business trends in key market sectors, along with an in-depth perspective of the macro economy – well in advance of other available sources.

About ChangeWave ResearchChangeWave Research, a service of 451 Research, is a survey research firm that identifies and quantifies change in corporate buying & business trends, telecom trends, and consumer spending & electronics trends.

The ChangeWave Research Network is a group of 25,000 highly qualified business, technology, and medical professionals – as well as early adopter consumers – who work in leading companies of select industries. ChangeWave surveys its Network members weekly on a range of business and consumer topics, and converts the information into a series of proprietary quantitative and qualitative reports.

ChangeWave delivers its products and services on the Web at www.ChangeWaveResearch.com.

ChangeWave Research does not make any warranties, express or implied, as to results to be obtained from using the information in this report. Investors should obtain individual financial advice based on their own particular circumstances before making any investment decisions based upon information in this report.

About 451 Research451 Research, a division of leading global analyst and data company The 451 Group, is focused on the business of enterprise IT innovation. Clients of 451 Research – at end-user, service-provider, vendor, and investor organizations – rely on 451 Research’s insight through a range of syndicated research and advisory services to support both strategic and tactical decision-making. For additional information on 451 Research, go to: 451research.com.

For More Information:ChangeWave Research Telephone: 301-250-23637101 Wisconsin Ave. Fax: 240-200-3988Suite 1350 www.ChangeWaveResearch.comBethesda, MD 20814 [email protected]


24

mailto:[email protected]

http://www.ChangeWaveResearch.com/

http://www.ChangeWaveResearch.com/

auto purchasing survey (tq462) - changewave … · web viewmoreover, in a finding that points to...

Documents