Come the Cord Cutters

Poll shows real interest in cancelling cable

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