[Commentary] Is it the recession talking when Pew reports that 52% of Americans think of their TV as a necessity, a figure that's down 12 percentage points from 2006? Probably. But take into account that that is the smallest share to call a TV a necessity since the question was first asked 35 years ago. Yes, you read right: the lowest ever in the last 35 year. Pew finds: 1. A decline in importance of cable or satellite TV (down 10 percentage points from 2006). 2) A minuscule drop in importance of the home computer as a necessity (50% in 2009, down 1 percentage point from 2006). 3) The increase of high-speed Internet viewed as a necessity (31% in 2009, up 2 percentage points in 2006). 4) Twenty four percent of respondents indicating that they have reduced or cancelled cable or satellite TV subscription. 5) Fifty seven percent of respondents who have bought less expensive brands or shopped more at discount stores.
[Lydia Loizides is Vice President, Product Management, at Canoe Ventures LLC.]
