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Direct Response Marketing

Baby Boomers Prefer Online TV

12 Aug, 2009 Response This Week


ROCKVILLE, Md. – A new survey by ChangeWave Research reveals that business professional ages 45 to 63 are watching less traditional TV by a five-to-one margin from last year.

About 62 percent surveyed said the drop in television watching is because they are not interested in current TV programming, while 26 percent say they are simply spending more time surfing the Web.

The study suggests that video-over-the-Internet is becoming a significant threat to traditional TV viewing as 69 percent of Boomers reported watching video content on their computers over the past 90 days. In addition, 44 percent of those surveyed reported that they are willing to give up their TV service if necessary.

About 20 percent of traditional TV viewers say they are likely to downgrade or cancel their subscriptions within the next 6 months.

According to the survey, a majority of Boomers are spending their out-of-office time on social networking sites as 51 percent report maintaining one or more profiles. More than half of this group report having a Facebook profile and nearly three-in-five use LinkedIn.

Overall, the study notes that the Boomer shift toward video-over-the-Internet is a long-term trend that increases the challenges faced by traditional TV service providers. 


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