Satellite Dish Ownership Up By 51,000 In October

Latest figures from GfK Marketing Services show that satellite dish ownership grew to 3.24 milliion in October, up by 51,000 for the month. This is the largest monthly increase this year. The figures suggest that the increased activity in September following the summer lull, has continued into October. Satellite dish ownership grew by 50,000 in September, compared to much smaller increases of around 21,000 per month through May, June, July and August.

However, compared to the previous year, dish ownership is growing at a lower rate. In the ten months January to October 1995 dish ownership grew by 278,000, but in the same months last year the growth in ownership was 313,000.

Longer term analysis by GfK shows a trend since 1990 shifting away from rental of dishes to outright purchasing, driven by falling equipment costs. This trend has made a measurable difference to the churn rate, (people who return or stop using their satellite dishes.) In 1992, 50% of the churn was by households in the DE social group, reflecting their preference for renting; this has now dropped back to 31%. The profile of churners is now more in line with overall dish ownership.

GfK Marketing Satellite Ownership Figures (000’s)

Source: GfK