Friday, August 26, 2016

Consumer Satisfaction Seems Directly Related to Consumer Demand

You might not be surprised if told people who are most enthusiastic about a particular product are most satisfied with their purchases, while people who are less involved with that same product will report they are less satisfied.

That essentially is what a J.D. Power video entertainment satisfaction survey suggests.

Overall satisfaction with paid streaming video service is highest among cord stackers—customers who subscribe to a traditional cable/satellite service in addition to streaming video service—according to J.D. Power, and lowest among consumers who have abandoned linear video subscriptions, or people who never have bought a linear video subscription.

Conversely, overall satisfaction is lowest among cord cutters (802), followed closely by cord nevers (807), while satisfaction is highest among cord stackers (826) and cord shavers (822).

Satisfaction in all measures is lower among customers who do not have cable/satellite TV than among those who do, J.D. Power reports.

In other words, people who buy the most entertainment video tend to be more happy with streaming video, while people who buy the least are less satisfied.

In common sense terms, people who value video entertainment buy more of it, while people who value it less buy less. People who value entertainment video also seem more satisfied. Those who value entertainment video less seem less satisfied with streaming video.

But that might simply reflect appetite for the product: car enthusiasts are likely more satisfied with any number of vehicles. People with little interest in car ownership likely are less satisfied with any number of vehicle choices.

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