Our Market Research

In February 2008, a non-compensated online survey was conducted by Decision Analyst, Inc., on behalf CaptionsON. 

The purpose of the research was to ascertain current attitudes toward, and usage of, closed captioning from a national perspective in order to enhance the design of the campaign. In order to obtain a more substantive profile of the respondents, questions regarding viewing patterns were included in the survey vehicle as well as standard demographic information.

Key Findings:

  • Eight in ten TV viewers have been exposed to captions.

  • 50% of those exposed to captions proactively turn captions on some percent of their viewing time.

  • Less than 1/5 of them have seen captions online (17%).

  • Less than 1/3 of them report having seen captions in TV advertising (31%).

  • 70% of those who never use captions said they would turn on captions if they knew about all the benefits of captions. Among those who are under 45 the percentage jumps to 81%.

  • But unfortunately 47% of those who responded, when asked if they were unhappy with the quality of captions, said “yes.” And 45% of that group said that they change the channel/turn the program off when they are unhappy with the captions.

About the Sample:

The demographics of the respondents closely parallel U.S. Census estimates of the population:

Gender:

  • 49% Men
  • 51% Women

Marital Status:

  • 54% Married
  • 23% Single
  • 15% Divorced/Widowed
  • 8% Living with Partner

Age:

  • 8% (18 – 24)
  • 20% (25 – 34)
  • 21% (35 – 44)
  • 11% (45 – 49)
  • 10% (50 – 54)
  • 14% (55 – 64)
  • 16% (65+) 

Residence by regions of the country:

  • 19% Northeast
  • 22% Midwest
  • 36% South
  • 22% West

Income levels (annual/total household):

  • 24% (Under $25,000)
  • 11% ($25,000 - $34,900)
  • 14% ($35,000 - $49,900)
  • 9% ($50,000 - $59,000)
  • 11% ($60,000 - $74,900)
  • 14% ($75,000 - $99,900)
  • 17% (Over $100,000)

The sample provided a close analog of the U.S. audience for television programming:

  • 97% watch televised entertainment in a typical week.
  • 94% watch news programming in a typical week.
  • 74% report watching televised sporting events in a typical week.

20% of households include someone who is deaf/hard of hearing or has some difficulty hearing.

26% of households include someone who is impacted by captioning:

  • children/adults learning to read
  • an individual(s) learning English as a second language
  • someone acting as a caregiver to an elderly relative or individual requiring assisted care