Quantified Consumer: Adoption and Perception of Broadband

January 2021 | | ID: Q8263E32ECCBEN
Parks Associates

Abstracts

The demands on ISPs to deliver exceptional connectivity services to consumers and businesses have never been greater. Changing consumer lifestyle, work, and entertainment patterns in the wake of the COVID-19 crisis have shifted the market for broadband services considerably. This study assesses adoption of services and service bundling, service ARPU, upgrades and downgrades of broadband, and perception of broadband speeds received among US households. It also compares perceptions among various groups of consumers, including those with mobile data services.

Contents

Executive Summary
Industry Insight
Total Market: Remote Working and Remote Schooling Among US Broadband Households
Prevalence of Employer-Provided Broadband Among Remote Workers
Mobile-Only Households & Broadband Cord-Cutting
Reasons for Cancelling Home Broadband Service
Adoption of Standalone Home Services Among US BB HHs
Home Broadband Service Adoption & Service ARPU
Adoption of Value-Added Services from Internet Provider
US Broadband Adoption and Satisfaction Trends
Overall Broadband Adoption in US Households
Mobile-Only vs. Fixed Broadband in US Households
Broadband Internet Access at Home
Fixed Broadband Service Provider Market Share
Net Promoter Score: Broadband Service Provider
Service Provider Net Promoter Score
Self-Reported Download Speed of Home Broadband
Likelihood of Upgrading Broadband Service to 1+ Gbps
Use of Wi-Fi Networking
Impact of COVID-19 on Broadband Customers
COVID-19 Impact on Employment Status
Affects of COVID-19 on Education in Fall 2020
Changes in Internet Use Since COVID-19 Crisis Began
Reason for Increase in Internet Usage
Services Used During COVID-19 Crisis
High Agreement on Home Internet and Mobile Service Home Usage
Prevalence of Employer-Provided Internet Among Remote Workers
Home Broadband Speeds: Employer Subsidized vs Unsubsidized
Service Changes: Churn, Upgrades, and Future Intentions
Changes to Broadband Service in Past 12 Months
Upgrade in Broadband Service – Q3/2020
Reasons For Upgrading Internet Service During COVID-19
Reason for Switching Broadband Service Providers
Considerations When Switching Providers
High Intention to Make Changes to Broadband Services
New Threats: Mobile-only, Cord-Cutting, and Fixed Wireless
Mobile-Only Households in the United States
Home Broadband Cord Cutters vs Broadband Cord Nevers
Reasons for Home Broadband Cord Cutting
Last Time Home Internet Service was Subscribed To
Reasons for Intending to Cancel Home Broadband Service
Provider Attitudes by Top 5 Internet Service Providers
Likelihood of Retaining Churners by Incentives
Appeal of 5G Fixed Wireless Internet
Preferred Purchase Channel for 5G Mobile Internet Router
Home Service Bundling and Adoption of New Service Types
Home Broadband Service Adoption & Service ARPU
Adoption of Standalone vs. Bundled Services
Adoption of Home Service Packages
Home Service ARPU (2010 - 2020)
ARPU of Home Bundled Services
Monthly Cost of Home Bundled Service
Adoption of Value-Added Services from Internet Provider
Routers: Purchasing Trends and Feature Interest
Home Network Router Purchase Channel
Reasons of Purchasing Home Network Router via Retail Channels
High Interest in Router Features
Payment Preference for Router Features
High Satisfaction with Networking Devices by Purchase Channel
Technical Issues Experienced with Wi-Fi Network at Home
Appendix