THE
E2B
Time Warner Cable
Marketing Plan
Professor: Dr. Andrea Scott
Angela Copeland
Dustin Stollberg
Tim Fischer
Yue Yuan
April 5, 2005
MBAM 615.12
1
Table of Content
Contents
1. EXECUTIVE SUMMARY………………………………… ………..3
2. Situation Analysis ..................................................................... 4
2.1. Market Summary ................................................................. 4
2.1.1. Market Demographics ................................................... 4
2.1.2. Market Geograhics ....................................................... 4
2.1.3. Market Psychograhics ................................................... 4
2.1.4. Market Behaviors .......................................................... 5
2.1.5. Market Needs ................................................................ 5
2.1.6. Market Trends ............................................................... 6
2.1.7. Market Growth ............................................................... 7
2.2. SWOT Analysis ................................................................... 8
2.3. Competitive Analysis ........................................................... 9
2.4. Product Offering ................................................................ 12
2.5. Macroenvironment Analysis ................................................ 14
3. Marketing Strategy ................................................................. 15
3.1. Marketing Objectives ......................................................... 15
3.2. Financial Objectives ............................................................ 16
3.3. Target Markets .................................................................. 16
3.4. Positioning ......................................................................... 18
3.5. Marketing Mix .................................................................... 19
3.5.1. Product ............................................................................ 19
3.5.2. Price ............................................................................. 19
3.5.3. Promotion ..................................................................... 19
3.5.4. Channels of Distribution ............................................... 20
3.6. Marketing Research ............................................................ 21
4. Sales and Expenses Forecast ................................................ 22
5. Implementation ....................................................................... 23
Appendix .................................................................................... 24
Appendix A. Research Questionaire .......................................... 24
Appendix B. Los Angeles City, California Statistics
and Demographics…………………………………………………..25
2
1.0. Executive Summary
Time Warner Cable faces many challenges to expanding their customer base in Cable,
VoIP (internet-based telephone), VOD, and Broadband internet. This Marketing Plan
strives to identify these challenges and offer a marketing mix and strategy to minimize
customer churn (loss) and maximize revenue and new subscriptions.
Through targeted research we have identified the main opportunity for addressing these
challenges in the realm of increasing focus and promotion on VOD (Video on Demand).
While there seems to be opportunity to increase Hispanic subscriber base, due to
disproportionate smaller numbers of subscribers compared to the population
demographic and their increasing purchasing power and disposable income, we believe
the larger opportunity lies in VOD.
VOD has the power to boost revenue and customer growth due to its high buy rate and
loyalty of customers who try it. Increasing promotions and VOD certificate giveaways
will lead to increased revenue and customer loyalty, thus reducing churn. Additionally,
by adding VOD offerings in Spanish, TWC will additionally be able to capture and keep
a larger portion of the Hispanic market.
By implementing the strategies outlined in this marketing plan, TWC will be able to
dramatically increase its VOD buy-rates. This in turn will lead to an increase in overall
revenue, and a decrease in churn. VOD is a very powerful tool, and with customers
aware of its capabilities, they will perceive more value from their cable service. This is
the most important step in retaining customers, and gaining new customers.
3
2.0. Situation Analysis: Time Warner Cable, Los Angeles
2.1. Market Summary
Time Warner Cable’s (TWC) target market is broken into small areas throughout Los
Angeles. Potential customers are technologically savvy consumers. These customers
are early adopters, who look for quick, easy, and reliable technology that will meet their
needs. TWC is limited in the physical areas in which it can expand, so emphasis will
need to be placed on retaining and increasing the value of existing customers as well as
the recruitment of competitors’ customers through targeted marketing. Two areas of
focus that will assist in this are bundling and on-demand programming.

2.1.1. Market Demographics
o TWC Customers are generally middle to upper class
o Average household income is $53,546 / year
o Racial makeup: 41% white, 28% Hispanic, 16% Asian, and 5% African
American
o English is the primary language 59% of the time with 20% Spanish, 11%
Asian, and 7% Indo-European
(Source: TWC Pepperdine Presentation)

2.1.2. Market Geographics
o 352,000 Time Warner customers in the Los Angeles area
o Located in Orange County, Garden Grove, Torrance, South Pasadena,
and Chatsworth
(Source: TWC Pepperdine Presentation)

2.1.3. Market Psychographics
o Most customers are early adopters of technology
o They keep up on the latest trends in TV, computers, and phone
communications
o 43% of TWC customers rent their homes
o Average home value: $253,578
(Source: TWC Pepperdine Presentation)
4

2.1.4. Market Behaviors
o On average, the TWC customer demographic is more educated than
typical consumers
o TWC customers are looking for fast, reliable service in the form of video
television, high speed internet, and digital phone
o High speed (and often higher priced) versions of technologies can be a
symbol of status (as customers view them as a superior product)
o High usage rate in comparison to other similar technologies
o Bundling of TWC products will lead to increased customer loyalty
(Source: TWC Pepperdine Presentation)

2.1.5. Market Needs
Time Warner Cable meets many important daily needs and wants of its customers in
both their business and personal lives.

Time Warner customers want high quality television that provides a selection of
channels, on-demand programming, clear reception, and the option of high
definition television

Need / want high speed internet and digital telephone to perform daily activities
for themselves, their families, and their workplaces.

Customers are busy; they desire the convenience of reliable, high-speed
technology

Whether the customer works from home, or is a stay at home parent, the
customer relies on Time Warner to provide the best high speed experience
possible.
5

2.1.6. Market Trends
Time Warner is operating within a limited and volatile market. TWC’s market is fixed
geographically and does not face the threat of entering cable providers. However,
they face uncertain competition from satellite, phone and other emerging high speed
providers. These industries (video, high-speed internet and phone) have become
increasingly unstable with consolidation and the introduction of new and alternative
technology channels (Netflix, Blockbuster Online, VOD, PPV).

Consolidation and partnering is the current trend
o Verizon and Yahoo are working together to provide a bundled offering
(Source: LA Times, Jan. 18th, 2005)
o Time
Warner
Cable
has
been
in
talks
with
Sprint
(Source:
Technewsworld.com, Dec. 29th, 2004) while also eyeing Adelphia for
acquisition (Source: MSNBC, Sept. 9th, 2004)
o Verizon is testing its own Video/Television offering to be transmitted
through fiber optic phone lines in limited test areas nationally (Source:
WSJ, Jan. 31st, 2005) and will be rolling out in Huntington Beach (Source:
TWC Pepperdine Presentation)
o All these mergers and acquisitions are with the same goal of increasing
market share and reducing customer churn by expanding bundling and
offerings to include: phone, broadband, wireless, and video/television
content
6

Time Warner’s target market is expanding from high and moderate income
early adopters to include an increasingly broad demographic
o Being driven by the decreasing price of digital technologies and
increasing acceptance on the consumer end
o Increasing purchasing power of the Hispanic population (Source: 2000
US Census Bureau, Census.gov)
o Implications: Increasing accessibility of TWC technology to average
consumers will lead to an increased potential customer base within
their fixed geographic area

2.1.7. Market Growth
Due to government regulations, the LA Time Warner Cable market is considered
relatively static at this time, but does have potential for growth within its existing
boundaries.

Currently, Time Warner dominates 54% of the video content market within its
designated area.
Controlling “churn” (the annual number of customer
cancellations) will be key to increasing market share.

Growth in digital phone market looks limited due to increasing consumer reliance
on mobile phones and decreasing usage of land lines (Source: MediaMark
Research)
7
 2.2. SWOT Analysis
Strengths
Weakness











Product Offering
Bundling Option
One Bill for Customer
Brand Recognition
VOD and DVR Available to All
Customers
Good financial Health Compared to
Competition
No Service Contracts
No Extra HD Equipment Required
Equipment Does Not Have to be
Purchased



Advertising
Lack of Awareness of DVR and VOD
Benefits to Customers
Inability to Market to Customers Using
Mass Media
Perception of Service to Customers
Satellite Has Ability to Use Mass Media
for Advertising
Opportunities
Threats









Consumer Awareness of VOD and
DVR Benefits
Awareness of Bundling
Awareness of Internet Phone Service
Availability of HD Channels
Increased buying power of Hispanic
Market
Consumer Confidence through
Excellent Customer Service
Internet Marketing
VOD Buy-rates





Satellite Perception by Potential
Customers
Competitor Pricing
Consolidation and Partnerships of
Competition
Cell Phone Use / Decreased Need for
Landline
Entrance of Telecom into
Television/Video Content Market
Increased Free Wi-Fi Adoption Through
Municipal Funding
The SWOT analysis reveals that TWC is in a geographically stable, but competitive
market. While TWC does not face competition from other cable companies,
competition in all three areas of services is increasing due to partnering with Satellite
companies and the imminent introduction of fiber optic Video/Television Content
from Phone and DSL providers. It will be vital to TWC’s continued success and
growth in Los Angeles to focus on the objectives of increasing market share, share
of customer, and reducing churn.
8
2.3. Competitive Analysis
Time Warner Los Angeles competes with a variety of competitors comprising two
main categories: Video / Television Content Providers and Broadband / Phone
Providers.
Video / Television Content

Time Warner competes with Dish Network and DirectTV

Time Warner has a 54% market share of the 352k homes passed through
their share of the Los Angeles network

DirectTV and Dish Network hold 22% of the entire Los Angeles market,
which we assume to hold approximately similar within TWC’s market

The remaining non-cable or satellite subscriber market can be divided into no
service, approximately 15%, and cable theft, approximately 10%

Satellite subscriptions growth has been high but has began to taper off both
nationally and within the LA market over the last two years (Dish Network
grew 402% in the last five years). This could be due to possible increasing
consumer dissatisfaction with satellite services relating to rain fade,
required annual contracts and expensive equipment (Source: TWC.com)

Time Warner has begun to gain some of that ground back in the LA market
over the last two years with a net annual subscription increase of
approximately 3,000 subscribers
o This resurgence in TWC’s subscription growth is strongly contested
and the competition is fierce
o Satellite television has responded by investing substantial funds in a
mass media campaign to win back and increase their subscriber base
o TWC LA is unable to match these funds and due to the segmentation
of their service areas, is unable to utilize traditional mass media
o They are responding with a focus on their Direct Sales Force (door to
door) and Direct Mail
(Source: TWC Pepperdine Presentation)
9
Phone and Broadband

TWC LA competes with SBC and Verizon

SBC controls approximately 2/3rds of the LA phone market while Verizon’s
controls close to 1/3rd

TWC currently has a significant technical advantage in Broadband over these
competitors with higher bandwidth and download speeds
o This will change with the inevitable introduction of fiber optic phone
and DSL lines (starting with Verizon in Huntington Beach)
o The introduction of these higher speed lines also pose a threat to
TWC’s bundling advantage as Verizon and other broadband
competitors are targeting entrance into the Video/Television Content
market

Another major challenge for TWC will be growing the phone portion of
their portfolio
o Consumer understanding of digital phone is at best limited and
will require considerable marketing investment or word of mouth
promotion to increase its acceptance
o Further hindrances to growth in this sector, to all competitors, come
from the trend of increasing reliance on mobile phones as a primary
communication tool and the introduction of internet-based phone
services (ex. Vonage).
Brand Positioning
 The main distinguishing feature between Cable and Satellite services is
the emergence of the On-Demand feature offered by Cable
o In the long run, the growing use of this feature will be a strong asset for
cable in overcoming consumer perceptions of the technical superiority
of Satellite
10
o Currently, TWC is positioned with a higher income demographic on
average than satellite providers
o This trend fits with TWC’s current marketing strategy aimed towards
pushing technological superiority and pricing competitiveness
o Dish Network and DirectTV have focused on separating themselves
as the cheaper alternative to cable
 The current trend and push now is toward bundling
o Offering all three (television content, phone and broadband), gives
TWC the opportunity to not only capture a much more significant
portion of each customer’s discretionary spending but also promises to
reduce customer turnover
o Furthermore, TWC is looking to increase their offering with the
entrance into the wireless market through a partnership with Sprint
(Technewsworld.com, Dec. 29th, 2005)
o DirectTV and Dish Networks have recognized this and have begun
to form partnerships and alliances nationally with SBC and
EarthLink to increase their offering and retention percentages
 Competition is fierce between the three companies
o Price cuts by Dish Network and DirecTV have forced Time Warner to
follow suit to remain competitive
o TWC is generally more expensive but separates itself with a lack of
contract service and additional HD equipment
o Additionally, customer perception of Satellite services is generally of
more high tech and better customer service, two assumptions which
the Coop of TWC and competing cable providers is trying and slowly
beginning to change
11

2.4. Product Offering
Figure 1 – TWC Product Offering (Source: TWC Pepperdine Presentation)
Time Warner Cable has a large product offering (see Figure 1) that takes into account
their consumers’ wants and needs. Any entertainment needs that the customer might
have, TWC can provide for them.

TWC offers all basic and digital cable programming.

HD programming is available.

Through the recent addition of VOD (video on demand) services, the potential is
now there for customers to forego the trip to Blockbuster and watch new release
movies any time they want.

VOD gives consumers the ability to watch non-edited content at their own pace/
(allowing for fast-forward, rewind, and pause)
o This is a huge improvement compared to the old PPV (pay-per-view)
lineup, where you had to wait for movies to start and watch them in a
single sitting

Another benefit of VOD is the free content that customers can access free of
charge. Included in this are certain SVOD channels such as HBO, Starz, and
MAX, which allow the subscriber to the linear channel to access the premium
SVOD content.
12
Figure 2 – TWC Bundling Offerings (Source: TWC Pepperdine Presentation)

TWC has done an excellent job of capturing their customers’ needs with TWC’s
product offering (see Figure 2 above)
o TWC offers cable internet, which is faster than dial-up and DSL
o The internet telephone service that they offer allows the customer
unlimited minutes for a flat monthly fee
o All TV, Phone, and Internet needs are covered by Time Warner, which is a
great way of trying to get the customer to get all of these products from the
same company

Everything is combined onto one bill, which makes the billing
process very convenient for the customer, which in turn creates
another great selling point to purchase TWC’s bundle of products

The addition of cellular services would be a great addition to their lineup, since
the use of telephone land-lines has been on a steady decline (homes with no
land-line increased 3.5% last year; Source ITFacts.biz) over the last few years
and the use of cellular telephones has skyrocketed (25% increase over last 2
years; Source: MediaMark Research)
o This can either be achieved through partnering with one of the cellular
companies, or through the acquisition a cellular company
13
o By doing this, TWC will be able to cover all bases of their customers in
house entertainment and telecommunication needs.

2.5. Macroeconomic Analysis

Time Warner’s customers are geographically fragmented

Hispanic and Asian customers account for 44% of TWC customers and
are showing attractive opportunities for fast growth
o Evidence shows that Hispanic and Asian American customers’ buying
power rose significantly over the last decade
o The two demographic segments have a large proportion of young
people with rising household incomes (Standard & Poor’s Industry
Surveys)
o Compared with the overall population, these two segments have the
potential to spend a relatively larger portion of their disposable income
on cable and entertainment services

Economic prospects:
o Fear that continuously high oil prices and weak job recovery will
negatively impact customer spending
o However, sustained growth in median household Effective Buying
Income in Los Angeles (from $31,737 in 1999 to $33,398 in 2003:
2003 City of Los Angeles Economic & Demographic Information)
indicates a positive outlook for Los Angeles providers.

With the September 2004 approval of bankruptcy for Adelphia, who owns
the largest cable TV and broadband Internet market in Los Angeles, the
market is likely to be restructured with their acquisition
o Adelphia’s market share is likely to be acquired by one or more of the
existing Los Angeles providers
14

Calls for decentralization in the cable television industry and potential future
regulations lead to uncertainty in the industry

Furious competition among cable companies is likely to lead to a pricing
war

3.0. Marketing Strategy
 Time Warner Cable must meet specific objectives, strategies, product
positioning, and a marketing mix
 TWC must increase the usage in both their VOD and high speed products
 TWC will position themselves as the industry leader because they offer
superior service, reliability, and easy to use video on demand
 TWC’s focus on these objectives will help them to increase their overall share
of the Los Angeles market

3.1. Marketing Objectives
Time Warner Cable has multiple objectives to meet through their marketing.
The main objectives that will be met through this situational analysis are the
following:
1. Increase the sales rate of VOD (video on demand) by 25%.
2. Increase net profit of VOD revenue by 50%
3. Generate awareness of the VOD product within target market by 25%
within one year of implementation.
4. Increase high speed internet subscriptions among existing Time
Warner Cable customers by 15%.
5. Reduced churn through increased VOD use and high speed internet
subscriptions.
15

3.2. Financial Objectives
Time Warner Cable has multiple financial objectives. The main objectives
that will be met through this situational analysis are the following:
1. Increase Sales revenue by 15% to $358.69MM by utilizing
increased VOD buy rates and High Speed Bundling
2. Increase revenue per day to an average of $.98MM (358.69/365)
3. Limit marketing expenditures to a 2% increase of $7.14 M.

3.3. Target Markets
Time Warner Cable targets subscribers geographically within its 8 service
territories and communities in Los Angeles, covering the areas of Canyon
County, Orange Country, City of San Fernando, Santa Clarita, South Bay,
Torrance, South Pasadena, and West San Fernando Valley. The targeted
markets are separated into three segments: Professional Youngsters
(Source: Marketing Plan Pro), Upper-Medium Income Household, and Baby
Boomers. The primary marketing opportunity is to deepen the product
penetration in these well defined market segments. See Figure 3 below.
Professional Youngsters

Individuals or couples between the ages of 20 and 34

26.36% of the population in Los Angeles is between 20 and 34.
(Source: 2000 US Census)

Having stable jobs, earn around $50,000 annually.

Not having the burden of children and having comparatively a big
amount of discretionary money.

College educated, tech-savvy, and like to try and benefit from the latest
technology products.
(Source: Marketing Plan Pro)
16
Upper-medium Income Household

Persons in the age range of 35 to 54

27.42% of the population in Los Angeles is between 35 and 54.
(Source: 2000 US Census)

Married and having a combined annual income of greater than $80,000

Having at least one child under 18.

Busy at work and their recreations are primarily at home.

More likely to be dependent on convenient high-speed package
services.

Having the need to take charge of the programs that the children
watch.
Baby Boomers

Persons in the age range of 55 to 64

7.03% of the population in Los Angeles is between 55 and 64. (Source:
2000 US Census)

Mostly retired, own a house, and have much leisure time to spend at
home.

They like to have access to a wide range of TV programs.
17
Target Markets
7.03%,
12%
27.42%,
45%
26.36%,
43%
Professional
Youngsters
Upper-medium Income
Household
Baby Boomers
Figure 3 – Target Markets, (Source: 2000 US Census data from U.S. Census Bureau.
See Appendix I)

3.4. Positioning
Time Warner Cable has the most robust features and product offering. TWC offers
the highest internet speeds, quality service, and reliability. TWC needs to focus on
differentiating their cable internet and Video on Demand (VOD) from their satellite
competitors. The convenience of ordering movies in real time (with the ability to
stop, fast-forward, etc.) from the comfort of one’s own couch has the potential to
revolutionize the market for home movie rentals. By increasing awareness of the
benefits of VOD, TWC will position themselves as the leader in the home movie
rental market, leading to increased revenue and lower churn.
18

3.5. Marketing Mix
o 3.5.1.Product

Overall, the TWC products enable the customer to fulfill their multimedia
wants, including, VOD, Cable TV, and Telephone.

In order to gain the most for the existing market that TWC has available in
Los Angeles, the VOD offering, and the general cable package is what we
will push to the potential customers.

VOD is a very powerful tool, and the buy rates have not shown what VOD
is capable of achieving for TWC.
o TWC has been a leader in the installation of VOD for all of its
markets, so they now need to increase the customer awareness of
this product.
o 3.5.2. Price

In order to gain the most new customers, we will continue with special
rates to entice customers to sign up for a bundle of TWC services (see
figures 1,2)

Also, new customers will be given deals on the full package that TWC
offers of Cable TV, Phone, and High-speed internet
o 3.5.3. Promotion

In order for TWC to reach its full potential within the Los Angeles market,
we decided to put some of our marketing effort to the gain of professional
youngsters, baby boomers, and the upper-medium level household.
19

TWC has done well with its subscriber rates for the Asian, Caucasian, and
African-American markets, with a possible expansion into the qualified
Hispanic market.

In order to reach these markets we will launch special promotions:
In Store Events:
o Team up with Best Buy or other electronics retailers, give out free
VOD coupons for TV purchase
Sampling:
o Free VOD movie passes
o Free VOD pass every month with bundle signup
o Buy five VOD movies, get one free
Events:
o Set up monthly VOD & Internet information sessions for customers
to attend
Discounts:
o Incentive Programs
o Give price breaks to young professionals
o 3.5.4. Channels of Distribution

TWC has an extensive call center setup, which allows customers to sign
up for new services fairly quickly

This is the most convenient way to sign up for the service, therefore no
change is needed

TWC does not offer services through any retail outlets
20

3.6. Marketing Research
Upon subscription and installation, Time Warner Cable may conduct personal
interview to ask customers to answer questions about their needs, buying plans, and
ideal prices. In this way, TWC is able to collect information about its customers and
audiences and to improve its marketing mix accordingly. Surveys should be mailed
to the appropriate zip codes in order to gain information on potential customers
(Appendix.1).
Another source of marketing research is based on the feedback mechanism. The
company may use methods of telephone interviewing or on-line questionnaire to
track the customers’ level of satisfaction. The company can also attach a short mail
questionnaire to collect information on the reasons why people unsubscribe the
service. Customer satisfaction level needs to be measured quarterly.
The last source of market research is comparative analysis. As Time Warner Cable
is the high-tech service provider, it is important to conduct regular comparative
analysis to analyze the market trends. The company needs to consistently scan the
market and collect information about the competitors to look for any changes in
technology and service offerings.
21

4.0. Sales & Expense Forecast
Estimated 5-year Sales Projections are described below in Figures 4 and 5.
Estimated 5 year
Sales Projections
2005 % Chg.
Sales Revenue (million)
- Marketing Costs
Sales Revenue - Marketing Expense
$
$
$
358.70
7.10
351.50
15%
2%
15.26%
% Total
2006 % Chg.
412.5
15%
2% 7.3
2%
405.2 15.26%
% Total
2007 % Chg.
474.4 15.00%
2%
7.4 2.00%
466.9 15.23%
% Total
2008 % Chg. % Total
$ 545.50
2% $ 7.60
$ 537.90
15%
2%
15%
2009 % Chg.
1%
% Total
627.3 15.00%
7.7 2.00%
619.6 15.18%
Figure 4: Estimated 5-year Sales Projections, based on a modest growth rate of 15%. We find that although this is a conservative estimate, if
Time Warner uses the suggestions from this
Sales
$1,400
$1,200
$1,000
$800
$600
$400
$200
$0
Marketing Expenses
2004
2005
2006
Sales-Marketing Expenses
2007
2008
2009
Figure 5: Estimated 5-year Sales Projections, based on Figure 4 data
22
1%

5.0. Implementation:
Below is the implementation plan recommended including date of implementation,
activity, target market, and steps involved.
Date
Summer
2005
Summer
2005
Summer
2005
Summer
2005
Summer
2005
Summer
2005
Summer
2005
Summer
2005 to
Summer
2006
Summer
2005 to
Summer
2006
Summer
2006
forward
Activity
Distribute free VOD
coupons
Include free VOD coupons
in Bills
Offer Discount Coupons
for VOD
Include package deal ads
in bills
Expand VOD promotion
on TWC channel
Promote Children’s VOD
movies for children on
summer vacation
Addition of Spanish VOD
channels
Target Market
Steps
All customers
Get Studios to buy into this
promotion
All customers
Get studios to buy into this
promotion
All customers
Get studios to buy into this
promotion
All customers
Develop ads; Distribute ads to
TWC customers
All customers
Develop promotion; schedule
promotion
Families within Obtain lists of families within
target market
target market
Send out periodic
reminder fliers with
information to use VOD
All customers
Call customers to survey
them on their
understanding of VOD and
any additional information
that would encourage
them to increase their use
Utilize feedback gained
from customer surveys to
implement further
marketing activities
Customers in
the target
market who
have used
VOD in the
past year
All customers
Hispanic
customers
Coordinate with Spanish
studios to diversify VOD
offering
Develop ads; Distribute ads to
TWC customers
Obtain calling list of VOD
users; schedule call center
calling; implement calls
Analyze customer feedback
gained above; Develop
strategy based on feedback to
increase VOD usage
23
Appendix A: Time Warner Cable Survey
1. What is your household income?
2. How long have you lived at your current address?
3. Do you currently subscribe to any cable TV services?
4. What services do you subscribe to? (Cable TV, High-Speed Internet, Phone)
5. Are you interested in adding any cable services?
6. Do you have an HD TV?
7. How long have you been subscribing to your current cable service?
8. Do you rent movies from Video Rental Stores?
9. How many movies a month?
10. Have you used the VOD service?
11. What has been your experience with the VOD service?
24
Appendix B: Los Angeles City, California Statistics and Demographics (US
Census 2000)
Los Angeles Population:
Number
3694820
Percent
100.00%
Sex and Age
Male
Female
1841805
1853015
49.85%
50.15%
285976
297837
255604
251632
299906
674098
584036
428974
143965
115663
187111
125829
44189
7.74%
8.06%
6.92%
6.81%
8.12%
18.24%
15.81%
11.61%
3.9%
3.13%
5.06%
3.41%
1.2%
Under 5 years
5 to 9 years
10 to 14 years
15 to 19 years
20 to 24 years
25 to 34 years
35 to 44 years
45 to 54 years
55 to 59 years
60 to 64 years
65 to 74 years
75 to 84 years
85 years and over
Median age (years)
18 years
Male
Female
21 years
62 years
65 years
Male
Female
and over
and over
and over
and over
31.6
2713509
1339269
1374240
2545346
423568
357129
148051
209078
73.44%
36.25%
37.19%
68.89%
11.46%
9.67%
4.01%
5.66%
25