Online TV Sneaking Up

According to the latest ChangeWave survey of business professionals between the ages of 45 and 63 on TV viewing habits vs. home Internet usage, these Boomers spend more free time online than they do watching traditional TV. And, by a five-to-one margin, Boomers are watching less traditional television than they did a year ago. Among this group, 62% say it's because they're not as interested in what's on TV these days, and another 26% say they're spending more time surfing the web.

The report notes that the shift among Boomers towards Video-over-the-Internet is a long-term trend that bodes poorly for traditional TV service providers, as they face challenges:

• 20% of Boomers are likely to downgrade (or cancel) their current TV service in the next 6 months, mostly among Cable and Satellite users
• 44% say TV service is the paid subscription they are most willing to give up
• 48% said they'd be willing to pay a monthly fee for a Video-over-the-Internet subscription if it provided the same programming currently available on their TV service

Excerpts from "Research Brief" of MediaPost Publications

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