ALEXANDRIA, VA – According to new research from the Cable and Telecommunications Association for Marketing (CTAM), cable’s broadband and television services are well positioned to weather the economic storm.
The research found that, even though more than seven out of ten (71%) U.S. households think that the economy is either in a recession or heading toward a depression, 95% of cable modem households surveyed report that they plan to retain their cable modem service, while only 2% of cable modem households report that they are “somewhat” or “very likely” to cancel their cable modem service in the next six months.
Cable TV households in the U.S. have become more loyal to their TV service over the past three months, the research found. More than eight out of ten (81%) of total cable and digital cable households report that they are not at all likely to cancel their cable TV service, compared to November 2008, when those same groups reported 71% and 77%, respectively.
"These are uncertain times, and consumers are not only cutting back on out-of-home activities, they’re cocooning with family and friends in their homes, said president and CEO Char Beales, in a press release announcing the report’s findings. “This has led to increased reliance on cable’s valuable entertainment, information and communications services."
