Marchex Releases Cable and Satellite Industry Benchmarks On Consumer Purchase Behavior And Digital
Marketing
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 Relations
Trevor Caldwell, 206-331-3600
ir(at)marchex.com
or
Media Inquiries:
March Communications
617-960-8896
Marchex@marchcomms.com
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