Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- The market
- Treading water
-
- Figure 1: US sales and fan chart forecast of pay TV, home internet, and home phone service, at current prices, 2008-18
- Key players
- AT&T, Comcast lead
-
- Figure 2: Providers used for pay TV, home internet, or home phone, August 2013
- The consumer
- Single subscribers least loyal
-
- Figure 3: Interest in switching pay TV, home internet, or home phone, among all and single subscription users, August 2013
- Bundlers not saving money
-
- Figure 4: Average spend on monthly bill, by number of subscriptions and providers, August 2013
- Interest in bundling cellular rides on discounts
-
- Figure 5: Interest in bundling cellular service, August 2013
- Under-45s more inclined to switch or to be planning to add a service
-
- Figure 6: Intent to subscribe to any service, by age, August 2013
-
- Figure 7: Interest in switching pay TV, home internet, or home phone service, by age, August 2013
- Faster, cheaper internet in demand
-
- Figure 8: Attitudes to speed of home internet service, by age, August 2013
- What we think
Issues and Insights
-
- Which cords will see further cuts?
- The issues
- The implications
- OTT content: Friend or foe?
- The issues
- The implications
- Will anyone pay for 500 Mbps service?
- The issues
- The implications
Trend Applications
-
- Trend: Transumers
- Trend: Cam Cam
- Mintel Futures: Generation Next
Market Size and Forecast
-
- Key points
- Slow growth behind and ahead
-
- Figure 9: US sales of pay TV, home internet, and home phone service, at current prices, 2008-18
-
- Figure 10: US sales of pay TV, home internet, and home phone service, at inflation-adjusted prices, 2008-18
- Fan chart forecast
-
- Figure 11: US sales and fan chart forecast of pay TV, home internet, and home phone service, at current prices, 2008-18
Competitive Context
-
- Key points
- Cellular gets fast
-
- Figure 12: Devices used to access internet at home, by age, November 2012-June 2013
- Figure 13: Verizon Wireless 4G LTE, “Hiking” television ad, 2013
- Cellular pricey alternative for data-intensive activities
Leading Companies
-
- Key points
- AT&T leads in overall provision of pay TV, internet, and home phone
-
- Figure 14: Providers used for any of: pay TV, home internet, or home phone, by household income, August 2013
- Pay TV: Comcast top provider overall and at high-end
-
- Figure 15: Pay TV provider, by household income, August 2013
- Internet: AT&T and Comcast vie for top post
-
- Figure 16: Internet service provider, by household income, August 2013
- Home phone: AT&T dominates, Verizon succeeds with higher income
-
- Figure 17: Home phone provider, by household income, August 2013
Innovations and Innovators
-
- Crossing the digital divide to reach new customers
- New apps allow users to search and organize TV content
- Providers find creative ways to enhance WiFi coverage
- Home internet gets really fast
- Home security and automation
Marketing Strategies
-
- Overview
- TV and online campaigns
- Selling bundles by selling sports
- DIRECTV tries a total sports blitz
-
- Figure 18: DIRECTV, “World’s most powerful fan” television ad, 2013
-
- Figure 19: DirecTV, “Football on your Phone” online video, 2013
- Verizon’s Football Girl strikes a chord with fans, parents
-
- Figure 20: Verizon FiOS, “Football Girl” television ad, 2013
- DISH puts Hopper front and center
-
- Figure 21: DISH, “Next Room” television ad, 2013
- Home security and automation
-
- Figure 22: AT&T Digital Life, “Guinea Pigs” television ad, 2013
- New apps tie together home television and internet
-
- Figure 23: AT&T U-verse, “App on the Go” television ad, 2013
- Faster internet, justified
-
- Figure 24: Verizon FiOS internet service, “Birthday Party” television ad, 2013
- Comcast takes on cable guy stereotype
-
- Figure 25: Comcast XFINITY, “Customer service is a big deal to us” television ad, 2013
- Direct mail and e-mail campaigns
- Comcast XFINITY
-
- Figure 26: Comcast XFINITY direct mailing, June 2013
- Figure 27: Comcast XFINITY Triple Play online ad, 2013
- DISH
-
- Figure 28: DISH direct mail campaign with free iPad offer, April 2013
- Verizon
-
- Figure 29: AT&T Digital Life direct mailing, August 2013
Subscription
-
- Key points
- Room for growth in home internet
-
- Figure 30: Internet service subscription, October 2011-June 2013
- Figure 31: Internet service subscription, by household income, November 2012-June 2013
-
- Figure 32: Internet service subscription, by age, November 2012-June 2013
- Home phone as a luxury product
-
- Figure 33: Subscription to pay TV, home phone, and home internet service, by household income, August 2013
- Figure 34: Landline hardware ownership, October 2007-June 2013
-
- Figure 35: Subscription to pay TV, home phone, and home internet service, by age, August 2013
- Spend on home communication services
-
- Figure 36: Average spend on monthly home communication services bill, by household income, August 2013
Switching and Intent to Subscribe
-
- Key points
- Under-45s ready for change
-
- Figure 37: Interest in switching pay TV, home internet, or home phone service, by age, August 2013
-
- Figure 38: Intent to switch home phone provider, by age, August 2013
- Figure 39: Intent to switch home internet provider, by household income, August 2013
- Need for speed
-
- Figure 40: Attitudes to speed, price and security of home internet, by plans to change service, August 2013
- Figure 41: Providers under consideration for home internet and phone service, August 2013
- Intent to subscribe higher among younger age groups
-
- Figure 42: Intent to subscribe to home phone, pay TV, or home internet, by age, August 2013
-
- Figure 43: Intent to subscribe to home phone, by presence of children in household, August 2013
-
- Figure 44: Intent to subscribe to pay TV, by age, August 2013
- Intent to subscribe
-
- Figure 45: Intent to subscribe to home phone, pay TV, or home internet, by age, August 2013
-
- Figure 46: Intent to subscribe to home phone, by presence of children in household, August 2013
Bundling
-
- Key points
- Bundles carried by half of households
-
- Figure 47: Penetration of bundled services, October 2007-June 2013
- Figure 48: Penetration of bundled services, by household income, November 2012-June 2013
-
- Figure 49: Incidence of single, double and triple play subscriptions, by number of subscriptions, August 2013
- Limited savings for bundlers
-
- Figure 50: Average spend on monthly bill, by number of subscriptions and providers, August 2013
- Satellite and telco vs. cable
-
- Figure 51: Providers used for pay TV, home internet, and home phone, by number of subscriptions and providers, August 2013
-
- Figure 52: Pay TV provider, by number of subscriptions and providers, August 2013
- Interest in switching carriers
-
- Figure 53: Interest in switching pay TV, home internet, or home phone service, by number of subscriptions and providers, August 2013
-
- Figure 54: Intent to subscribe, by number of subscriptions and providers, August 2013
Attitudes to and Interest in Switching Internet Service
-
- Key points
- Faster, cheaper internet in demand
-
- Figure 55: Attitudes to speed, price and security of home internet, by age, August 2013
- Pay TV decision driving ISP decision
-
- Figure 56: Pay TV service as driver for provider selection, by age, August 2013
Interest in New Services
-
- Key points
- Hotspots in limited use
-
- Figure 57: Pay TV service provider WiFi hotspot usage, by age, August 2013
- Cellular bundling
-
- Figure 58: Interest in bundling cellular service with home services, by household income, August 2013
- Home security
-
- Figure 59: Usage of and interest in home security services, by age, August 2013
- Opportunities in home security flying by
-
- Figure 60: Usage of and interest in home security service among pay TV subscribers who changed providers in past 12 months, August 2013
Race and Hispanic Origin
-
- Key points
- Asians take internet, leave pay TV
-
- Figure 61: Internet service subscription, by race/Hispanic origin, November 2012-June 2013
- Figure 62: Subscription to pay TV, home internet and home phone, by race/Hispanic origin, August 2013
-
- Figure 63: Intent to subscribe to any service, by race/Hispanic origin, August 2013
Appendix – Other Useful Consumer Tables
-
- Number of subscriptions and providers
-
- Figure 64: Incidence of single, double and triple play subscriptions and number of providers, by age, August 2013
-
- Figure 65: Incidence of single, double and triple play subscriptions and number of providers, by household income, August 2013
-
- Figure 66: Incidence of single, double and triple play subscriptions and number of providers, by race/Hispanic origin, August 2013
- Subscriptions/types of subscriptions
-
- Figure 67: Subscription to pay TV, home internet and home phone, by number and type of subscriptions, August 2013
- Leading companies/providers used
-
- Figure 68: Providers used for pay TV, home internet, or home phone, by age, August 2013
-
- Figure 69: Providers used for pay TV, home internet, or home phone, by race/Hispanic origin, August 2013
- Interest in switching service: by provider and number of subscriptions
-
- Figure 70: Intent to switch home internet provider, by provider, August 2013
-
- Figure 71: Intent to switch home internet provider, by provider, August 2013 (continued)
-
- Figure 72: Intent to switch home internet, by number of subscriptions and providers, August 2013
-
- Figure 73: Intent to switch pay TV provider, by number of subscriptions and providers, August 2013
- Intent to subscribe
-
- Figure 74: Intent to subscribe to any service, by household income, August 2013
-
- Figure 75: Intent to subscribe to home phone service, by household income, August 2013
-
- Figure 76: Intent to subscribe to home phone service, by race, August 2013
- Average spend by provider
-
- Figure 77: Average spend on monthly bill, by provider, August 2013
-
- Figure 78: Average spend on monthly bill, by provider, August 2013 (continued)
- Devices used to access the internet at home
-
- Figure 79: Devices used to access internet at home, by household income, November 2012-June 2013
-
- Figure 80: Devices used to access internet at home, by race/Hispanic origin, November 2012-June 2013
- Attitudes to home internet
-
- Figure 81: Attitudes to speed, price and security of home internet service, by household income, August 2013
- Home security
-
- Figure 82: Usage of and interest in home security services, by household income, August 2013
Appendix – Trade Associations
Back to top