Americans Most Valuable Household Services By Generation, March 2013 [TABLE]
Young people are wedded to their mobile phones, and as a new survey from Deloitte shows, value their mobile data plans more than their pay TV services. Consumers were asked to identify which 3 services they value the most among those their household purchases. While home internet access was valued by most respondents across all generations, trailing Millennials (14-23) were 14% more likely to cite their mobile internet/data plan than their pay TV service (49% vs. 43%), and leading Millennials (24-29) were 20% more likely to do so (54% vs. 45%).
Among all respondents (aged 14 and up), pay TV was ranked in the top 3 most-valued household services by 58%, compared to 34% for mobile internet/data plan. But that discrepancy mostly owes to the responses of Boomers (47-65) and Matures (66+), among whom less than one-quarter indicated mobile data plans to be a top-3 valued service. Read the rest at MarketingCharts.