Matt Davis, founder and principal analyst at Independence Research recently shared a summary of market research that he completed in August with several hundred residential broadband customers in the United States.
Matt, who has been covering the broadband marketplace since the late 1990s, notes that the consumer focus has shifted dramatically in recent years. It used to be that consumers were obsessed with speed. Today, when consumers are evaluating their existing service, they are more concerned with service reliability and Wi-Fi coverage.
When asked to cite reasons for changing service providers, however, Matt reports that slow connectivity is still cited as one of the main factors causing churn. Poor home Wi-Fi coverage and too many service outages are the other two reasons that, over the past three years, 30 percent of American households surveyed have switched. It appears that, in the United States at least, speed might not entice customers to your service offering, but a lack of speed will certainly alienate them.
Watch the four-minute video to learn more about Matt’s recent market research and why he thinks Mesh Wi-Fi solutions are important for offering a differentiated service to consumers.