Research: 39m Americans switched SPs in 2018
March 7, 2019
According to research by broadband Internet services consumer champion BroadbandNow, some 39 million US adults added or switched home Internet, TV or phone service in 2018.
The research, BroadbandNow 2019 U.S. Internet, TV & Phone Shopping Study, examines why Internet, TV and phone customers switch providers or subscribe to new services, and whether or not they are happier after doing so. It also takes a look at emerging home services’ offerings, including new technologies and provider plans.
“We’re in an era of unprecedented choice in technology and service providers for Internet, TV and phone purchases,” said John Busby, managing director of BroadbandNow. “This led 39 million US adults to add or purchase new service last year, most often motivated by price. It is also evident that providers looking to differentiate can attract new customers with faster speeds, creative product bundling and better service.”
Highlights from the research, which aims to provide clarity to the consumer trends facing home Internet, TV and phone services providers, include:
- Nearly 40 per cent of consumers indicated price was the primary reason for adding or switching service, more than any other reason, including moving or access to features.
- Consumers who switched TV or Internet service in 2018 had higher satisfaction than consumers of that service who did not switch in 2018, except for purchasers of satellite Internet service, who were less satisfied. Purchasers of new phone service were also less satisfied than consumers who did not switch.
- More consumers added or switched television service than phone or Internet with streaming TV as the most popular.
- Fibre Internet is driving high consumer interest, both in terms of market share and customer satisfaction. The percentage of customers who purchased fibre Internet in 2018 is very high relative to its availability. Fibre customers are significantly more satisfied than other Internet customers.
- Shoppers who bundled two or more services from a single provider were significantly more satisfied than those who didn’t. Satisfaction increased with the size of the bundle, with Triple Play customers being the most satisfied.