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Which are You Giving Up ?
by Andrew McCaskey
Which Service are you prepared to give up as things get tight ? Landline? Cellphone ? Broadcast TV? Broadband? Satellite TV ? DVD subscription ?
Some Americans are about to do the unthinkable: When the transition occurs to Digital TV in 2009, they don’t plan to switch to cable. They aren’t prospects for Dish or DirecTV. Even the $40 converter box has lost it’s luster. When TV no longer comes over the air, for free – they won’t have TV. At all.
About 20% of the population still receives television over the air. And the anticipated “Opt-Out” is only maybe 15 or 20% of that small number. But appreciable – 4% of the population but millions of households.
Who are these people ? Are they the truly poor, unable to afford the smallest of luxuries ? Or are they on the leading edge of the tech population , moving past NetFlix and supplying their Flatscreens with ipTV from Hulu or Joost or from the Netflix Roku box – catching their news from their broadband internet connection?
Some few are turning off the television and picking up a book. But, just as some began dropping their landline for cell phone only service years ago, it may be that the Luddites are really the one’s on the leading edge.
A lot of marketers are very, very interested in finding out who is taking the path less traveled.
It may not be wise to assume they are not very, very good prospects.
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