Not Much Actual Video Cord Cutting Going On, Nielsen Says

Consumers who really have stopped buying multi-channel video and watch online video instead are young and light TV viewers, a new analysis by Nielsen suggests.

Young, emerging households, younger college graduates and  lower to middle income consumers who may not be fully convinced of the need to pay for digital cable represent the core group abandoning their multi-channel video subscriptions and substituting online video.

Nielsen data shows that these individuals are typically light TV viewers who watch 40 percent less TV per day than the national average. And while they stream about twice the average amount of video, they still only stream about 10 minutes per day, hardly an indication of a monumental shift to online-only viewing, Nielsen says.

The number of people per month viewing online video increased six percent year-over-year, the study shows.

Online video streaming still only accounts for less than 2.5 percent of total video consumption across all demographics.

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Will 13% of Video Subs Cut All or Some of Their Services This Year?

It probably would not surprise you if the Yankee Group suggested that younger people are more likely to stop subscribing to cable, satellite or telco video services.

It might surprise you to learn that Yankee Group believes 13 percent of current subscribers will cut all or some of their video services within 12 months.

That would be unprecedented in the history of multi-channel video.

Keep in mine that Yankee Group says the forms of "cord cutting" might take the form of terminating premium channels or halting use of video-on-demand services, as well as terminating all service entirely. Still, that would be a stunning development.

Video Substitution Still A Marginal Activity

In 2009 an estimated 800,000 U.S. households stop subscribing to a cable, satellite or telco video service, say researchers at the Convergence Consulting Group. By the end of 2011, that number is forecast to double to 1.6 million, the group predicts.

Cord cutters don’t yet represent a serious threat to the $84 billion cable/satellite/telco TV access industry, which counts an estimated 101 million subscribers, the analysts suggest. But they might be a leading indicator of the shift to TV viewing on the Web.

So far, Web video viewing clearly is ancillary to other linear TV modes. The cord-cutters make up less than three percent of all full-episode viewing on the Web. The rest comes from people who are only beginning to watch occasionally online. An estimated 17 percent of the total weekly viewing audience watch at least one or two episodes of a full-length TV show online. Last year, that percentage was 12 percent, and next year it is forecast to grow to 21 percent, Convergence Consulting says.

Nor will major programmers be compelled to speed up their online distribution efforts, as the amount of incremental advertising remains quite small.

U.S. online TV advertising made up 2.5 percent of major-network ad revenues of $62 billion in 2009. Convergence Consulting estimates the incremental revenue at $1.56 billion.
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Permanent Changes in Consumer Behavior and Mobility Business?

The economic crisis "permanently" changed how consumers, enterprises and network builders approach everything, says Christopher Collins, Yankee Group analyst. The changes might not be helpful to communications service providers, if consumers do as they have told Yankee Group they will.

About 66 percent of consumers claim they will spend less in 2010 than in 2009, while 25 percent expect to cancel or spend less for core connectivity services.

About 20 percent of business executives also said they had undertaken “severe reductions” in their technology investments.

But one has to be especially careful at times of transition, which by definition lead to changes of sentiment and behavior. And sentiment seems to be improving.

But some of Yankee Group's 2010 predictions are grounded in a continuation of underlying trends.

The number of mobile-only households in the United States doubled in 2009, to 30 percent of homes, says Collins.

And cord-cutting is rapidly expanding to mobile broadband at a rate faster than anticipated, he notes. In fact, Collins estimates that 33 percent of U.K. homes will be "mobile only" for their broadband connections by Deember 2010. That could happen elsewhere, he suggests.

Prepaid payment plans, lower prices and higher speeds might encourage mobile broadband substitution, he says. "These factors will combine to make mobile broadband a more realistic alternative to land-line broadband for the most price-conscious and quality-insensitive consumers," he says.

Another trend just might have the effect of slowing smartphone adoption, though. Yankee believes mobile service providers cannot afford the increased customer acquisition costs subsidized phones represent.

But should that happen, and users start to pay the full costs of their devices, upgrades will slow and churn will lessen. To forestall the slowing of smartphone uptake, which is key to increasing data revenues, service providers could resort to payment plans for phone purchases.

Also, the Yankee Group believes the netbook will face disappointing sales in 2010, something of a reversal of 2009 trends. NPD DisplaySearch reports that year over year netbook sales grew by almost 270 percent through the second quarter of 2009.

Collins notes that netbook return rates are high, running 30 percent. Collins suggests that is a result of user unhappiness with performance, form factor or other issues. The other issue is that prices of notebooks have dropped. The Yankee Group assumes notebooks will take on similar netbook form factors but with more utility than netbooks offer.

Consumers also drive more than 50 percent of enterprise smartphone purchases, Yankee Group predicts. The largest beneficiary of this trend will be Apple, as the iPhone continues to cross over into the business world. The biggest loser will be Microsoft, as Windows Mobile loses mindshare among both business decision-makers and employees.

Analysts also believe the Chrome OS also will start to power a new class of devices and that cloud computing will drive demand for new enterprise management tools.

Huawei will continue to nab LTE deals from Ericsson, Alcatel-Lucent and Nokia Siemens Networks on their home turf, and Yankee Group predicts that Huawei will expand on its success by winning a major LTE deal in North America in 2010.

Telcos also will start to leverage reliability concerns about cloud computing to win business. As owners of network assets, they can provide enterprises with secure VPN links between private and public cloud environments, plus sophisticated management portals to monitor service performance, Yankee Group believes.

That’s why telcos including BT, Deutsche Telekom, NTT, Orange Business Services and SingTel are leading candidates to become trusted cloud intermediaries.

The coming year also will raise awareness that innovation increasingly requires partnerships, as venture capital investment in hardware and networking start-ups is declining. Venture capital funding for networking and equipment start-ups has declined every year since 2000, according to the National Venture Capital Association (NVCA).

In 2000, the venture capital community invested $11.2 billion in networking and equipment sector companies, but in the first three quarters of 2009, that sector saw just $545 million in investment. If they are to remain competitive, suppliers  must revitalize internal research and development.

In 2010, infrastructure sharing (of both active and passive network assets) will become the de facto business model for efficient telcos in both developed and emerging markets. This is not just a matter of economics; regulators are also forcing the practice. And it’s a critical shift for telcos: Competitive differentiation will focus on services, not network reach. Europe is currently a center of activity, but it’s a global trend (e.g., we see this in India, where regulators are eager to improve the economics of connecting rural areas).

Trailblazers in 2009 included Vodafone and Telefónica, which agreed to share network sites in the U.K., Spain, Germany and Ireland, with more countries under discussion for 2010. Meanwhile, Orange and T-Mobile U.K. agreed to merge in 2010 without changing T-Mobile’s existing 3G network-sharing deal with 3 or Orange’s deal with 3 to provide 2G coverage services.

If telcos don’t embrace infrastructure sharing on their own, regulators may force their hand. The European Parliament (EP) recently approved reforms aimed at helping all telecom operators in the EU 27 share incumbents’ access networks on equal terms. If incumbents fail to comply, regulators can force the functional separation of network operations from service divisions (as the EP did in the U.K., and now plans to do in Italy and Poland). Such approaches are in play across the world: New Zealand with Chorus and Singapore with Nucleus Connect are notable examples; Australia is likely to be next.

Also, U.S. network neutrality rules will have a domino effect worldwide. As a result, service providers everywhere will be forced to become more transparent, both in terms of their internal traffic management practices and the ultimate effects those practices have on end-users.

Cord Cutting Growing, But Landlines Relatively Stable: Why?

Switched access lines provided by telcos in the United States have decreased by 17 million lines from 2005 to 2008 and telcos will lose another 10 million by 2011, says Patrick Monaghan, Yankee Group senior analyst.

You might think that is caused by users dumping their landlines in favor of mobile-only service.
But Monaghan doesn't think wireless substitution explains much of the incumbent line loss. In fact, he says, residential home phone service has only experienced a two-percent year-over-year loss from 2005 to 2008.

That's something on the order of five million subscribers. His conclusion: Most consumers are not cutting the cord. They simply are choosing cable or other providers.

There's one other important data point. Business lines in service have grown slightly over that same time period. Paradoxically, cord cutting has increased at the same time that fixed voice lines have held about level.

All of that is hard to square with estimates that 13 to 16 percent of U.S. homes already are wireless-only.  The logical inference is that higher numbers of households headed by younger people are wireless only, at the same time that business use of fixed voice is up a bit and consumer use is down a bit.

An impressionistic example: as my four children headed off to college, my own household dropped one landline and added one mobile account, but now there are four more wireless-only "households" out there.

Is Mobile Substitution at the Tipping Point?

Something interesting might be happening in the mobile-only household segment. Wireless-only households, especially households including only a single resident or multiple young adults, have been increasing for some years.

But there is now some indication that mobile-only usage is higher in the general population than it is among more technologically-savvy users. If that trend holds up, it indicates that cutting the landline now has reached a possible tipping point.

In the first six months of 2007, 13.6 percent of households did not have a traditional landline telephone, but did have at least one wireless telephone, according to the National Center for Health Statistics.

Now here's the other bit of interesting data: The Harris Poll, which surveyed Internet users only, found that 11 percent of those respondents were mobile-only. Going only slightly out on a limb, let's assume Internet users are more open to new technology-use behaviors.

Indeed, the Harris Poll shows that two percent of Internet users only have VoIP services, and do not use mobile or landline phones. Another five percent say they use mobiles and VoIP.

Adding the "mobile only" users with the "mobile and VoIP" users gives you 16 percent of users who do not use a landline. Add the two percent who use only VoIP and one has 18 percent of Internet users who do not have a landline. So it still appears that Internet users are "different" from the general population.

That is as many of us would expect. Still, it is startling that "wireless only" usage seems to higher in the general population than among the arguably more-advanced Internet users.

Overall, the percentage of adults living in wireless-only households has been steadily increasing since 2005. In the first six months of 2007, one out of every eight adults lived in wireless-only households. One year before that just one in 10 adults did.

What might be new is some new spread of such behaviors beyond what we have tended to see, up to this point.

24% of Landline Users Would Consider Abandoning Landline Service

As many as 24 percent of landline users would consider abandoning those lines in favor of mobile-only service, a survey by In-Stat sugggests. And some think that forecast is too conservative. Citigroup analyst Michael Rollins argues that by 2010, wireless-only households should rise to 27 percent, up from 13 percent last year and an estimated 17 percent this year.

In fact, the cord-cutting trend seen among younger U.S. wireless users might be hidden to a certain extent, as many teenagers may now be quite comfortable with the idea of using a mobile as the voice appliance, and simply haven't yet had a chance to make their preferences known in the broader market.

To be sure, the typical cord cutter is under 35 years old with a small household and a lower income than the traditional phone user, In-Stat says.

“The largest number of current cord cutters—those who do not have a landline, but rely solely on their mobile phone—are those one might expect: young, single, living alone, or sharing quarters such as a dormitory or rooming house,” says Jill Meyers, In-Stat analyst. “In many cases, these are people who are the least-likely candidates to have a landline phone.”

To nobody's surprise, current cord cutters, who have no landline service, use 22 percent more mobile minutes than the average user, and 40 percent more mobile minutes than those not interested in surrendering their landline.

As you also might suspect, potential cord cutters frequently are on family or group mobile rate plans. That is to say, they are teenagers or college-age adults whose bills are paid by other family members. They also are users who simply are accustomed to communicating using a mobile device rather than a "home phone."

Potential cord cutters also are heavy users, since nearly all their calling and texting is concentrated on a personal mobile device. Their spending averages $111.41 a month. Most estimates peg cord cutters at about five to eight percent of users. Analysts at the Yankee Group think the trend will keep growing, and reach 15 percent in several years.

As a parent with three young adults on a such a plan, I can attest that per-capita spending is much higher than for the parents also on shared plans. Way higher, and in line with the In-Stat findings.

Address Books for Landlines?

Embarq is adding an address book feature to its home phones, allowing people to look up an entry and dial it by speaking a name into the handset.

Embarq also is testing a text-messaging function for home phones in some markets. When a text message is sent to a land-line number, the home phone rings, converts the message into audio, and plays it back. The land-line phone user can reply with an audio message or press a button to send a standard text response.

You have to admire Embarq's efforts to add features to landlines that are standard for mobiles. You also have to wonder how well address books, which are personal, and text messages, also personal, are going to translate into a "public" setting, which most landline phones represent.

One-person households won't have that problem, of course. "Public" and "personal" are the same, in such cases. But it will be an interesting test.