22% of homes with pay TV service also buy at least one other telecommunications service (either phone or broadband) from the same provider, observes a new study by Knowledge Networks. The group states that cable providers lead the way in bundling, since TV & broadband is the most popular bundle. The report also notes that there are economic and racial variations when it comes to the popularity of triple play bundles:

"The initial roll-out of so-called "triple play" services (TV, Internet and telephone) to affluent, high-potential areas is reflected in the difference in adoption penetration between homes with an income greater than $50,000 (33% report bundled service) and those with income less than $50,000 (15%). Further, triple play penetration is significantly different between Caucasian homes (24%) and African-American or Hispanic homes (16%)."

A previous study we reported on found that only five percent of subscribers sign up for the triple-play, and very few customers are interested in nabbing four services from one provider. Another study observed that telcos are selling 1 to 1.5 revenue generating units (RGUs, aka one service) per customer, while cable companies perform slightly better, selling around 1.5 to 1.9 RGUs per customer.