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CTAM study looks at payment

Thu, 05/16/2002 - 8:00pm
Duffy Hayes

New research from the Cable & Telecommunications Association for Marketing (CTAM) reveals that cable customers haven't changed much in terms of the way they pay for their monthly service.

The most popular way to pay is still by mailing checks or money orders; CTAM pegs the number at 73 percent. That number hasn't changed much over the past few years — CTAM measured it at 77 percent in 1996 and 1998.

The only other payment option to make the results of the study was in-person payment, at 15 percent. However, the CTAM study, which is part of a larger research project called Pulse, also looked at consumer interest for alternative payment options. Thirteen percent of cable customers said they would consider paying on an annual basis with a 5 percent discount option. Twelve percent expressed interest in paying through their provider's Web site.

In addition, three out of 10 said they'd be interested in receiving an email confirming their payment. Thirty percent of cable customers and 40 percent of satellite subs showed an interest in being able to have instant message conversations with a customer service representative about their bill.

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