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| Avoiding the Churn Burn: Loyalty Influencers
and Churn Potential for Core Residential Services |
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Loyalty and churn continue to be key,
and often elusive, factors for subscriber growth. This report examines
drivers for loyalty and churn, and the relationship between the two,
based on primary structured research on the US residential market.
Detailed segmentation analysis based on income, age, ethnicity, and
geography is provided. |
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- Executive Summary
- Methodology
- Forecasting
Techniques
- Structured
Research Sources
- Consumer
Telecom Survey, 2004
- US Census
Bureau
- Market Demographics
- US Population
- US Population
by Age
- US Population
by Ethnicity
- US Population
by Region
- US Households
- Usage
- Incidence of
Usage By Income of Respondent
- Incidence of
Usage By Age of Respondent
- Incidence of
Usage By Ethnicity of Respondent
- Incidence of
Usage By RBOC Region of Respondent
- Loyalty Influencers
- Service Quality
- Price vs. Customer
Service
- Strategies
for Creating Loyalty
- Loyalty Ratings
by Service Type
- Providers
have a Solid Loyalty Foundation
- Loyal Subscribers
the Most Influenced by Incentives
- Long Distance
and Cable: Opposite Ends of the Loyalty Spectrum
- Churn Potential?
- Plan to Switch
Providers by Service Type
- Correlation
Between Loyalty and Churn
- Why is Internet
Churn So High?
- Customer Segmentation
- Money to Burn:
Income and Churn Potential
- Higher
Income Groups More Difficult to Please
- High Income
= High Maintenance = High Churn?
- "Life-cycle":
Age and Churn Potential
- The Young
and Old: More Similar than Might Be Expected
- Older Individuals
Are More Loyal
- Older Individual
= Loyalty = Less Churn?
- Loyalty Is
Generational and Disappearing
- Culture Shock:
Ethnicity and Churn Potential
- Variances
in Loyalty Drivers Among Ethnicities
- Ethnic Loyalty
Differences Most Evident in "Elective" Services
- Black/African
Americans: High Loyalty, High Churn?
- ILEC Regional
View
- The Incumbent
Loyalty Edge?
- Regional View
of Loyalty by Service Type
- Churn Potential
by Region
- RBOC Strategies
and Regional Churn
- Regional
Demographics and Regional Churn
- A Provider Specific
View
- Loyalty for
Key Providers
- Loyalty Comparisons:
On or Off Par?
- Provider Churn
Potential?
- Conclusion
- Table 1. RBOC Regions
by Provider
- Table 2. US Population
by Age (in Thousands) - 2003-2008
- Table 3. US Population
by Age (in Thousands) - 2003-2008
- Table 4. US Population
by Region (in Thousands) - 2003-2008
- Table 5. US Households
by Household Income (in Thousands) - 2003-2008
- Table 6. Service
Adoption by Income of Respondent: From Cable TV to Wireless
- Table 7. Service
Adoption by Age of Respondent: From Cable TV to Wireless
- Table 8. Service
Adoption by Ethnicity of Respondent: From Cable TV to Wireless
- Table 9. Service
Adoption by Ethnicity of Respondent: From Cable TV to Wireless
- Table 10. Drivers
for Provider Loyalty, Segmented by Income (Multiples Accepted)
- Table 11. Percentage
of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of
Service and Income
- Table 12. Plans
to Switch Providers Within a Year, Segmented by Type of Service and
Income
- Table 13. Drivers
for Provider Loyalty, Segmented by Age (Multiples Accepted)
- Table 14. Percentage
of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of
Service and Age
- Table 15. Plans
to Switch Providers Within a Year, Segmented by Type of Service and
Age
- Table 16. Drivers
for Provider Loyalty, Segmented by Ethnicity (Multiples Accepted)
- Table 17. Percentage
of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of
Service and Ethnicity
- Table 18. Plans
to Switch Providers Within a Year, Segmented by Type of Service and
Ethnicity
- Table 19. Drivers
for Provider Loyalty, Segmented by RBOC Region (Multiples Accepted)
- Table 20. Percentage
of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of
Service and RBOC Region
- Table 21. Plans
to Switch Providers Within a Year, Segmented by Type of Service and
RBOC Region
- Table 22. Demographic
Profile of RBOC Regions
- Table 23. Drivers
for Provider Loyalty, Segmented by the Top Provider in Each Category
(Multiples Accepted)
- Figure 1. Loyalty
to Provider and Churn rates Segmented by Type of Service
- Figure 2. Total
US Population (in Thousands) - 2003-2008
- Figure 3. Total
US Households (in Thousands) - 2003-2008
- Figure 4. Service
Adoption: from Cable TV to Wireless
- Figure 5. In-Stat/MDR
Projections for Total US Residential Subscribers: from Cable TV to Wireless
- Figure 6. Drivers
for Provider Loyalty (Multiples Accepted)
- Figure 7. Percentage
of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of
Service
- Figure 8. Plans
to Switch Providers Within a Year, Segmented by Type of Service
- Figure 9. Percentage
of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of
Service and Top Providers
- Figure 10. Plans
to Switch Providers Within a Year, Segmented by Type of Service and
Top Providers
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