Cord Cutters Are Young, Educated and Employed http://tinyurl.com/2ale9dw
After the first drop in subscriber numbers ever, Comcast tried to spin it like this:
“Mr. Moffett said the image of the cord-cutter had been that of a ‘cutting-edge technologist’ who preferred to bypass cable to watch programming on computers and on an ever-proliferating array of devices. ‘The reality is it’s someone who’s 40 years old and poor and settling for a dog’s breakfast of Netflix and short-form video.â€
GigOm hare only to happy to correct Mr Moffett.
Contrary to Mr. Moffett’s statement, the typical cord cutter is young, educated and employed, based on research from Strategy Analytics. The research firm surveyed 2,000 Americans, and found that 13 percent of them intended to cancel their cable subscriptions in the next 12 months. But the profile of those who said they wanted to abandon cable is what’s really interesting.
A majority of those likely to cut the cord (54 percent) are under 40, according to Strategy Analytics, and they are well-educated: a full 97 percent of those surveyed have graduated high school and more than two-thirds have pursued or are pursuing secondary education. And it’s not a lack of income that is driving them to save on cable bills — 91 percent of likely cord cutters are either employed, students or retired, and 57 percent make $50,000 a year or more.
In other words, cord cutting is real, and rife among the very people you need to have on board to keep your business going for the next generation. And they don’t seem to be doing that.