SurveyMonkey Audience has teamed up with Blueshift Research, an investment research firm, to deliver another report tracking monthly consumer trends affecting the marketplace.
With our Trends Tracker report, businesses and investors can stay in front of developments that might make the difference between big wins and big losses. For September’s consumer trends survey, we surveyed 1,062 US consumers on 20 topics, including voting, home buying, technology, TV services, and drug laws. Blueshift Research analyzed the data and wrote up their findings on how these trends affect businesses and investors.
So, what did the report uncover this month? Here are a few highlights:
- Google is the most trusted review site, with 35.7% favoring it
- Interest in wearable technology rose 3%, but adoption is still weak
- 61.2% of respondents prefer local grocery stores over big-box stores
Here’s a deeper look at the month’s most interesting consumer trend. To see all our findings, download the report.
Digging deeper: Cable companies respond to declining subscription rates
We’ve known for a long time now that cable subscriptions have been on the decline. In the last 3 months, we’ve observed a steady (albeit slow) decline that is consistent with what many others have reported in the past.
This month we have seen the largest number of respondents who have canceled their cable subscription (19.5%) and the lowest number of those with basic cable (34.5%), 3 percentage points lower than in previous months.
Do you use cable in your household?
But not everyone is jumping ship. Subscribers between the ages of 45 and 60 are keeping their cable and add-on services, while roughly 20% of respondents in all other age groups abandoned their TV services more than a month ago.
Blueshift Research predicts that this decline could increase in the coming months because of new offerings that are hitting the market–from both cable companies and streaming media sites.
On the cable side, many companies are experimenting with cheaper packages with fewer channels. Time Warner is working on apackage with just a few TV channels and HBO, which it will test with broadband Internet users. There are also rumors that Time Warner’s HBO Go could become an a la carte subscription channel.
Verizon is planning to launch an Internet-cable service in which users would pay per channel. Meanwhile, Sony and Viacom are have partnered to launch an online TV package that would give subscribers 22 Viacom networks.
While cable companies are providing opportunities for consumers to scale back their usage without canceling, streaming device company Roku has teamed up with TCL Corp. and Hisense Electric Co. to make it even easier for consumers to make a cut to the cable cord. The companies are expected to release low-priced smart TVs with simple search engine and streaming capabilities from sites like Hulu, Netflix, and Amazon.
Check out the free report here to get in-depth analysis on more trends affecting issues like voting behavior, home buying, drug laws, technology usage, and more!
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