The Super Buyer: Characteristics of High ARPU Customers

The Super Buyer: Characteristics of High ARPU Customers analyzes broadband and pay-TV subscribers in the top ARPU quintile and contrasts them against those in the bottom ARPU quintile. It includes a demographic profile of each group and investigates content spending and consumption differences between the two.

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About the Research

Video Viewing Segments

Parks Associates Multiscreen Segmentation

Size of Video Viewing Segments

Segment Descriptions

Previous Research

360 View: Digital Media & Connected Consumers (Q3/14)

Cloud DVR: The New Face of Television (Q3/14)

360 View: Entertainment Services in U.S. Broadband Households (Q1/14)

Key Findings

Industry Insight

Recommendations

Overview Access & Entertainment Service ARPUs:

Average Monthly Cost of Home Services (2012 - 2014)

Home Service Subscription (2012 - 2014)

Monthly ARPU and Top/Bottom Quintile Limits by Service (Q3/14)

The Super Buyers:

Super Buyers by Age (Q3/14)

Demographic Profile of Super Buyers

Mobile Phone Service ARPU by Service ARPU (Q3/14)

Netflix Subscription by Service ARPU (Q3/14)

% of Subscribers with "Never Miss" Program by Service ARPU (Q1/14)

Service Provider Market Share of Triple Play Service by Service ARPU (Q3/14)

Service Provider Market Share of Stand-alone TV Service by Service ARPU (Q3/14)

Service Provider Market Share of Stand-alone Broadband Service by Service ARPU (Q3/14)

Likelihood of Service Changes by Service ARPU (Q1/14)

The Super Buyers and Content Consumption & Spending:

Spending on Video and TV Service Packages by Service ARPU (Q3/14)

Spending on Video and Stand-alone TV or Broadband Service Packages by Service ARPU (Q3/14)

Breakdown of Spending on Video and TV Service by Service ARPU (Q3/14)

Hours of TV Viewing and Service ARPU (Q3/14)

% of TV Viewing Linear Video by Service Package and ARPU (Q3/14)

Additional Research from Parks Associates

Publish Date: 4Q 2014

Slides: 53


Authored By:
John Barrett - Director of Consumer Analytics
Yilan Jiang - Senior Research Manager
Brett Sappington - Senior Director of Research
Ruby-Ren Bond - Research Analyst
David Mitchel - Research Analyst

Published by Parks Associates
© December 2014 Parks Associates | Dallas, Texas 75248

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.
 

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