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.
At the Consumer Electronics Show, research was released that shows about 66% of pay-TV subscribers “express interest in features they currently do not have,” per Parks Associates. “Our research...
Despite all of the options available to get one’s visual entertainment, television still is one of the most popular devices out there. According to new consumer research from Parks Associates, 20% o...
Smartwatch users want their devices to work well, particularly with their similarly branded smartphones, but they are beginning to consider their fashion bona fides as well. According to new re...
Tablet users are more active in the evening, with 63% of tablet ad requests coming after 2 p.m. Smartphones click more often from midnight through the morning, according to Adfonic. The findings su...
