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LOS ANGELES, CA, June 03, 2013 /24-7PressRelease/ -- Television continues to be valued by consumers, even during lean times. In a surprising new trend, more "cord-cutters" cut internet services than cable TV.
Internet subscriptions were cut in 1 percent of U.S. households, compared to just 0.4 percent of TV subscriptions. The full article appears in the Wall Street Journal.
While this news has stirred surprise and disbelief among those eager to hail the internet as the successor to television, savvy business owners will likely take this as confirmation of the importance of continuing to pursue new customers via TV advertising.
In overall time spent with media of any type, television still encompasses the greatest share of the day, and studies reveal that a significant percentage of daily internet use is in conjunction with TV viewing - not in place of it. Details on this trend are available in this article: "What Television Offers Today's Advertisers".
As the monthly price of home internet service has steadily risen, some households are choosing to cut the internet cord, relying instead on free Wi-Fi or smartphone service for personal web use, particularly in lower income households. The smartphone and tablet are the poor man's computer, and are, at best, an adjunct to the TV experience.
Pursuing the long tail that is the internet is a bit like the story of the crow chasing the lizard. The crow pounces, but gets only the still-wriggling scrawny tail, while the lizard, having let his tail go, scurries away.
It stands to reason that businesses seeking new customers with credit cards in hand, ready to spend, need not chase the mobile or internet user. Customers with expendable income can easily be reached via television advertising.
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