Survey finds strong consumer interest in IPTV

Price, convenience and the ability to watch more of what interested them were cited as reasons consumers would switch from cable to IPTV service, according to a survey from RBC Capital Markets.
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A new study from RBC Capital Markets shows that three out of five U.S. consumers are interested in Internet Protocol Television Service (IPTV).

The survey, released in conjunction with the company’s annual North American Technology Conference in San Francisco earlier in the month, asked consumers what would cause them to cancel their cable or satellite subscription service and switch to IPTV. Respondents were told IPTV allows them to get television, video on demand and broadband access, all through one telecom service provider.

The top three reasons were:

  • cheaper price than existing provider;
  • the ability to watch what they wanted when they wanted; and
  • the ability to watch more content of specific interest.

Sixty percent said they would be interested in buying cable TV services from their telecom company, indicating the potential for continued convergence of communications technology.

As consumers move up the comfort curve with new technologies, interest increases. For the 73 percent who said they owned or wanted to own a flat-screen television, 48 percent said they would buy cable TV services from their telecom company. Among respondents who said they had TiVo or wanted it, 52 percent said they would be interested in buying cable TV services from their telecom company.

The RBC Capital Markets survey was conducted during the last two weeks in July and included 1000 online respondents. Stamford, CT-based InsightExpress assisted RBC Capital Markets in the survey. The margin of error was ±3.09 percent.