Marchex Releases Cable and Satellite Industry Benchmarks On Consumer Purchase Behavior And Digital Marketing
August 31 2016 - 9:00AM
Business Wire
With cable and satellite companies facing record losses in pay
TV subscribers, providers must hone in on changes in consumer
behavior to counteract cord-cutting. According to a new report
titled “Cable and Satellite Industry Benchmarks for Digital
Marketers,” released today by the Marchex Institute, the data and
insights center for mobile advertising analytics company, Marchex
(NASDAQ: MCHX), customization is make-or-break for consumers, in
terms of cable and satellite product offerings as well as the sales
process.
Marchex Call DNA technology analyzed data from more than one
million inbound phone calls placed by consumers to cable and
satellite operators in 2016, including five of the top ten
operators.
Key findings from the report on consumer behavior include:
- While Internet is the leading product
purchased from cable companies, traditional TV packages are still a
major part of the product mix for new subscribers. Fifty-seven
percent of new cable orders include traditional TV service.
- Despite the fact that millennials are
often categorized as cord-cutters, millennials are actually
actively considering cable packages, as the data shows that 40
percent of callers to cable companies are millennial
households.
- Sports are a significant driver of
cable television packages, as they may be the best option for
consumers who want to watch live-action events.
- Consumers are increasingly interested
in the ability to have “TV everywhere,” and watch content from any
mobile device or laptop. 1 out of every 15 consumers reference the
concept.
Key findings from the report on how operators can improve
customer service and overall experience include:
- Communications companies, including
video, voice and internet products, are forecast to spend more than
$5 billion in digital marketing in 2016, in turn driving millions
of inbound sales calls.
- Even though internet services are more
prevalent than ever, phone calls are still the primary sales
channel for cable and satellite operators due to the high
consideration of a purchase that can include a wide range of
options and a multi-year contract.
“While the Internet has undeniably changed the way that we
consume media, it’s clear that consumers still value traditional
cable television services and communication channels,” said John
Busby, Senior Vice President of Marketing and Consumer Insights.
“The key for cable and satellite operators is to understand their
audiences are looking for increased personalization - both during
the sales process and in the end result of a package. This data
reveals a significant opportunity for both operators and marketers
to attract customers and reduce churn by offering packages and
strategies that mirror consumers’ desire for a truly individualized
experience across all channels.”
A full copy of the study can be found at
www.marchex.com/cable2016.
About Marchex
Marchex is a mobile advertising analytics company that connects
online behavior to real-world, offline actions. By linking critical
touchpoints in the customer journey, Marchex’s products enable a
360-degree view of marketing effectiveness. Brands and agencies
utilize Marchex’s products to transform business performance.
Please visit www.marchex.com,
marchex.com/blog or @marchex on Twitter
(Twitter.com/Marchex), where Marchex discloses material
information from time to time about the company, its financial
information, and its business.
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Marchex, Inc.Investor RelationsTrevor Caldwell,
206-331-3600ir(at)marchex.comorMedia Inquiries:March
Communications617-960-8896Marchex@marchcomms.com
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