North American Households Rate Broadband as Most Important Wireline Service
SCOTTSDALE, Ariz., October 25, 2006 -
According to the results of a new survey of US and Canadian consumers that segments households by demographics, all segments rated broadband “the communication service they can least live without,” reports In-Stat (http://www.in-stat.com). Survey results also give clues about how next-generation consumer applications, such as personal telephone numbers and address books, individual mail boxes, and user profiles, may redefine how we communicate through the personalization of traditional shared services, the high-tech market research firm says.
“Clearly, existing behavior plays a significant role in future household buying decisions,” says Keith Nissen, In-Stat analyst. “But the fact that consumers have embraced broadband in a very short period of time illustrates that consumer attitudes, regardless of age, income, or geography, can change.”
Recent research by In-Stat found the following:
There is significant diversity among BB households regarding lifestyle, interests, activities, and buying behavior.
72% of all leading-edge BB households in North America already have a cable service bundle. “Me-Too” type services will not be enough to win away these consumers.
85% of all broadband household segments favor the quadruple play.
Recent In-Stat research, In-Depth Analysis: A Study of Broadband Households and IMS Consumer Markets (#IN0602881WWI), examines the unique characteristics of multi-person broadband households in North America. It contains extensive analysis of the traits of different types of households and how they relate to communications services. It also provides insight and advice for providers and equipment makers on how to reach and sell to these households. Results of an In-Stat survey of North American consumers and telecommunications are included.
For more information on this research or to purchase it online, please visit: http://www.instat.com/catalog/pcatalogue.asp?id=272 or contact a sales representative:
Eastern North America: Tina Sheltra, 480.609.4531; tina.sheltra@reedbusiness.com
Western North America: Erin McKeighan, 480.609.4551; emckeighan@reedbusiness.com
Outside of North America: http://www.instat.com/sales.asp
The price is $3,495 (US).
This research is part of In-Stat’s IMS & Fixed/Mobile Convergence Service, which builds on existing In-Stat research covering a wide variety of technologies, products and markets. It analyzes the potential markets for next-generation SIP and IMS services in both business and consumer markets. The research looks at services from an end-to-end perspective, as well as a market-level view that incorporates competitive product, technologies and services. Similar to the carrier new product development process, it will utilize primary demand-side data to assess the real-world market opportunities for selected next-generation carrier services. Primary research targets business end-users, IT managers and consumers.
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In-Stat’s market intelligence combines technical, market and end-user research and database models to analyze the Mobile Internet and Digital Entertainment ecosystems. Our insights are derived from a deep understanding of technology impacts, nearly 30 years of history in research and consulting, and direct relationships with leading players in each of our core markets. In-Stat provides its research through reports, annual subscriptions, consulting and advisory services to inform critical decisions. Technology vendors, equipment manufacturers, service providers and media companies worldwide rely on In-Stat to support critical business, product and technology decisions.
