Come the Cord Cutters

Poll shows real interest in cancelling cable By Mike Chapman

June 16 2011
Television
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There is no doubt that Americans are watching more and more TV shows online, but how close are they to cancelling their cable service and going Web only? In our latest Adweek/Harris Interactive poll more than half of the respondents said they had some interest in making the move. The constraints on them doing so? Price and convenience.

Not all is lost for cable TV. Over a third of the respondents said they had no interest at all. But this may just be postponing the inevitable; While 48 percent of respondents over the age of 55 said they had no interest in giving up cable, among 18 to 24 year olds less than 25 percent said they wouldn't make the cut.

I would stop paying for cable TV and watch all my shows online if . . .	Total (% of respondents)	Age 18-34	Age 35-44	Age 45-54	Age 55+	Male	Female
I could get all the programs I want for free online	51	56	53	57	40	54	47
I could get all the programs online at the same time they air on TV	29	39	32	28	19	31	26
I could get all the programs I want online for a small fee	18	27	23	15	11	23	14
It was less complicated to set up my television with Internet	18	16	22	22	17	20	17
Nothing—I have no interest in giving up cable	34	24	25	31	48	29	39
Nothing—I already gave up cable	2	3	4	1	1	2	2
SOURCE: Adweek/Harris Interactive

Topics: Cable

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