iPad Users Likely Cord-Cutters

New research from The Diffusion Group (www.tdgresearch.com) indicates that iPad users and intenders — those who are likely to purchase an iPad in the next few months — are significantly more likely than average adult broadband users to either downgrade or "cut t...

New research from The Diffusion Group (www.tdgresearch.com) indicates that iPad users and intenders — those who are likely to purchase an iPad in the next few months — are significantly more likely than average adult broadband users to either downgrade or "cut the cord" and cancel their pay TV service.

According to the TDG study "Benchmarking the Connected Consumer":

* More than one-third of iPad owners (33.9%) are to varying degrees likely to cancel their pay TV service in the next six months, more than twice the rate among iPad intenders (13.5%) and three times the rate among average adult broadband users (9.6%).

* 12.9% of iPad owners are highly likely to cancel their pay TV service in the next six months, twice the rate among iPad intenders (6.4%) and three times the rate among average adult broadband users (4.3%).

* 35.5% of iPad owners and 29.5% of intenders are to varying degrees likely to downgrade their pay TV service in the next six months, compared with 20.7% of average adult broadband users.

* 27.4% of iPad owners are highly likely to downgrade their pay TV service in the next six months, compared with 14.2% of iPad intenders and 10.0% of average adult broadband users.
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