According to research company Parks Associates, nearly half (44%) of those who initially cut their cords in favor of over-the-top (OTT) services, and then re-subscribed within the past 18 months (about 7% of the pay-TV households), did so because of a promotion offering a discount or better deal than they had before.
“One-half of those who responded said they came back, and they did so because of a promotion or offer,” said John Barrett, director of research at Parks Associates, in a webcast on the findings -- noting that many people who cut the cord did so because of economic factors. “We’re advocating to [pay-TV providers that they] continue to rely on traditional subscriber acquisition tactics.”
From the article, "Promotional Offers Can Lure Back Cord-Cutters" by Aaron Baar.
Here's the concept: Many people today have gobs of digital photos, digital music, even digital movies stored on their home computers. That's nice, but users are tied to computers to get at their goo...
This was it. Cheryl Moseng looked at her telephone bill and felt enough was enough. She decided the time had come to sever the cord with her service provider …She chucked the bill and service provid...
Kurt Scherf, vice president of research at Parks Associates, a Dallas technology consultant, said that for now it is mainly music that will attract consumers to media-convergence products. "We se...
Today, 40% of smartphone owners already use digital assistants, according to a recent survey conducted by Parks Associates. Millennials are most likely to partake (46%), but -- as the technology co...
