FOCUS: Boomers 2009

Published by: Horowitz Associates, Inc.

Published: May. 18, 2009 - 58 Pages

Table of Contents

Background and Methodology

Section 1. Summary of Research Findings

Section 2. The Market for Telecommunication Services: Penetration, Monthly Spending, and Satisfaction Ratings

2.1 The Market for Telecommunication Services Among Boomers

2.2 Multichannel Services Penetration

2.3 Internet Services Penetration

2.4 Telephone Services Penetration

2.5 Reported Monthly Spending on Telecommunication Services

2.6 Bundled Services Penetration

2.7 Bundled Services Potential Penetration

2.8 Satisfaction with Multichannel Services

Section 3. Impact of the Current Economy on Subscription to Telecommunication Services

3.1 Impact of the Current Economy on Subscription to Telecommunication Services Among Boomers

3.2 Impact of the Current Economy on Subscription to Telecommunication Services

3.3 Likelihood to Cancel Landline

Section 4. Penetration, Usage and Satisfaction with Enhanced Digital TV Services: On Demand, DVR, and HDTV

4.1 Penetration, Usage, and Satisfaction with Enhanced Digital TV Services Among Boomers

4.2 Penetration of Enhanced Digital TV Services

4.3 Usage of Enhanced Digital TV Services

4.4 Satisfaction with Enhanced Digital TV Services

Section 5. Interest in ITV Features

5.1 Interest in ITV Features

Section 6. TV Viewing and Programming: Favorite Channels, and Viewing of Specific Programming Genres

6.1 TV Viewing and Programming Among Boomers

6.2 Daily TV Viewing

6.3 Favorite TV Channels

6.4 Frequency of Watching Specific Program Genres

Section 7. Internet Usage

7.1 Internet Usage Among Boomers

7.2 Average Number of Weekly Hours

7.3 Internet Usage Outside the Home

7.4 Frequency of Specific Usage

7.5 Most Often Used Searched Engines or Portals

7.6 Most Often Used Web Sites

Section 8. Penetration of Portable Devices and Usage of Broadband Video: Online and on Handheld Devices

8.1 Penetration of Portable Devices and Usage of Broadband Video Among Boomers

8.2 Ownership of Handheld Devices

8.3 Incidence of Accessing the Internet on Handheld Devices

8.4 Incidence of Watching Video Online or on Handheld Devices

8.5 Frequency of Watching Specific Types of Videos Online

8.6 Websites Used for Video Content

Section 9. Demographic Profile

Abstract

FOCUS: Boomers 2009 looks at how Baby Boomers view telecommunications offerings, such as multichannel, Internet, telephone, and bundled services. The study also examines the extent to which services such as on demand programming, premium channel programming, HDTV, DVR, and interactive TV have penetrated the Baby Boomer market, in addition to the attitude and interest of Baby Boomers towards such services.

In addition, FOCUS: Boomers 2009 summarizes the preferences of Baby Boomers in regards to TV programs and channels, and Internet sites, and how Boomers access these services.

FOCUS: Boomers 2009™ is the first wave of a one-of-a-kind report that compiles and summarizes data on penetration, usage of, and demand for telecommunication services among Baby Boomers (ages 44 to 62).

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