Why Are Internet Users Cutting the Cord? - eMarketer

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Why Are Internet Users Cutting the Cord?

Some users cut the cord because of the lack of quality content

April 29, 2016

A growing percentage of American households are cutting the cable TV cord each year. According to January 2016 research, cost is one of the top reasons.

Reasons that US Internet Users Cut the Cord, Jan 2016 (% of respondents)

In the survey from Salesforce, more than half of US internet users said one of the reasons they have cut the cord is because it’s too expensive. Additionally, nearly a third of said it was because of technical issues.

Poor customer service was another reason, 23% of respondents said it was. Other reasons why internet users cut the cord included unclear billing, lack of quality content, as well as the complex and unclear pricing.

Separate research from TVfreedom and The Harris Poll also revealed that most internet users believe that pay TV is too expensive.

US Internet Users Who Believe that Pay TV Services Are Too Expensive, Dec 2015 (% of respondents)

Some 61% of internet users strongly agreed that pay TV services are too expensive. With another quarter of internet users somewhat agreeing, a whopping 86% believed on some level that pay TV was too pricy.

Just 4% of respondents said they strongly disagreed and 6% said they didn’t know.

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