The U.S. population of “cord-cutters” grew by 44% between 2010 and 2013, according to a study released on Monday by Experian Marketing Services.
The survey found that, as of the summer of 2013, there were 7.6 million households using high-speed internet for streaming or downloading videos today instead of watching traditional cable or satellite television, up from 5.1 million homes in 2010. The percentage of these households grew from 4.5% to 6.5%, a relative increase of 44%. Users of Netflix and Hulu are the most likely to be cord-cutters, the study found.
“A third of Americans live in households with Internet-connected TVs, giving them the option to stream or download video to the television either directly or with devices such as Kindle Fire TV, Roku, Apple TV and Google Chromecast,” said John Fetto, senior analyst of marketing and research at Experian Marketing Services, in a statement.
Experian’s cross-device video analysis also found that 48% of all U.S. adults and 67% of young adults watch streaming or downloaded video during a typical week. Mobile devices are the preferred platform for that activity, with 24% of all U.S. adults and 42% of smart phone owners watching streamed or downloaded video each week, according to Experian.
Other findings from Experian’s analysis include:
- Video viewing on a smartphone jumps after the work day ends, with the most viewing occurring between 8 p.m. and 9 p.m.
- While smartphone video viewing generally is lower during the day, there is clear evidence of a video “lunch” and a late-afternoon video “snack” break when smartphone video viewing spikes, especially among young adults.
- The top three video properties across desktops and smartphones are YouTube, Netflix and CNN
- Viewers of online video are generally more receptive to advertising, though only 27% of adults who watch video on a smartphone and 31% of those who view video on a tablet say that they find video ads on these devices useful.
Experian Marketing Services is a global consumer-insight company. The data found in the report is based on the Summer 2013 Simmons Connect survey of 24,219 U.S. adults. The report also sources data from Hitwise, which samples online consumer behavior for marketers.