Trends Report

Who Is Cutting The Cord And Why?

Consumer Technographics® Data Snapshot

January 31st, 2017
SB
Sam Bishop
With contributors:
Reineke Reitsma , Dana Solomon , Xiaotong Duan , Rachel Birrell

Summary

This report explores cord-cutting trends for traditional TV services. Our data shows that those who have already cut the cord are largely driven by price and value, while those considering it are evaluating all the ways they can get access to content and which provider will offer them the best experience. Marketers and product strategists can use this data snapshot to build their understanding of US online consumers' growing expectation that they should be able to watch TV anytime, anywhere.

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