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With nearly 90 percent of U.S. households subscribing to either satellite- or cable-TV services, satellite providers are locked in a battle with cable providers for customer dollars. Meanwhile, technological advances and business alliances are changing the nature of competition among TV-service providers to encompass broadband Internet access and telephony. This report discusses the findings of Lyra's DTV View survey of more than 600 existing users of satellite-TV services, half of whom previously subscribed to cable-TV services at their current homes.
Weather-related reception problems ranked as the top reason satellite users would consider switching from satellite to cable-TV. Commonly called rain fade, rain or snow may interrupt satellite-TV reception. Viewing TV without rain fade is cited as the biggest inducement for subscribers to make the switch to cable-TV services (see figure).
Other survey questions address satisfaction with various aspects of satellite-TV service, reasons for choosing satellite TV over cable TV, factors that might induce respondents to switch to cable, and interest in bundled Internet and telephone services. Results are cross-tabulated by demographic and technographic traits. Satellite- and cable-TV executives, service marketers, product managers, and financial analysts are among those who will be interested in the findings presented in this report. 52 pages, including 31 figures. (A companion report on a survey of existing cable-TV users, #107, is also available.) List of Figures:
1. Respondent Demographics
2. Type of Residential Area among Satellite-TV Users
3. Type of Housing Structure among Satellite-TV Users
4. Satellite-TV Service Provider
5. Length of Having Subscribed to Satellite TV
6. Number of Television Sets Connected to Satellite Service
7. Type of Retailer Where Satellite-TV Equipment Was Purchased
8. Primary Method of Receiving Local Channels with Satellite-TV Service
9. Respondents Owning HDTV, by Satellite Service
10. Subscriptions to Satellite Premium Channel Packages, by Household Income
11. Subscriptions to Satellite Premium Channel Packages, by Satellite Service
12. Respondents Owning DVR, by Satellite Service
13. Importance of Having DVR as Part of Satellite-TV Service
14. Awareness of Video-on-Demand among Satellite-TV Users, by Household Income
15. Monthly Price of Satellite-TV Service, by Service Provider
16. Monthly Price of Satellite-TV Service, by Subscription to Premium Movie Channels and Sports Packages
17. Monthly Price of Satellite-TV Service, by Residential Area
18. Bundling of Satellite-TV Billing with Telephone Service and Internet Access
19. Interest in Having Satellite-TV Billed Together with Telephone Service and Internet Access
20. Cable-TV Availability to Satellite-TV Users, by Residential Area
21. Satellite-TV Users Who Have Previously Subscribed to Cable TV at Current Home, by Residential Area
22. Type of Cable-TV Service among Satellite-TV Users Who Previously Subscribed to Cable
23. Rank Score of Most Important Reasons for Using Satellite TV Rather Than Cable TV, among Satellite Users with Cable TV Available
24. Rank Score of Most Important Reasons for Using Satellite TV Rather Than Cable TV, among Satellite Users without Cable TV Available
25. Rank Score of Most Important Reasons for Using Satellite TV Rather Than Cable TV, among Satellite Users with DVRs
26. Rank Score of Most Important Reasons to Consider Switching from Satellite TV to Cable TV, among Satellite Users with Cable TV Available
27. Rank Score of Most Important Reasons to Consider Switching from Satellite TV to Cable TV, among Satellite Users without Cable TV Available
28. Likelihood of Switching in Next 12 Months from Satellite TV to Cable TV If Available
29. Satisfaction with Aspects of Satellite-TV Service
30. Satisfaction with Cost of Satellite-TV Service, by Size of Monthly Satellite-TV Bill
31. Overall Satisfaction with Satellite TV Service
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