Boston, Massachusetts – (The Hosting News) – October 17, 2005 –
Yankee Group has announced the results of its 2005 Technologically Advanced Family (TAF) Survey, revealing numerous compelling trends in the areas of Internet, home computing, consumer voice and data, and entertainment.
Key findings from this 24-page survey include:
– U.S. households with voice and high-speed data bundles are more than 55% less likely to switch their telephone service within the next year. However, the 2005 survey also revealed that the churn protection of data cannot withstand significant reductions in telephone pricing. When presented with price savings of more than $20, voice and high-speed data bundle subscribers actually reported a higher likelihood to churn than non-bundled subscribers.
– 41% of dialup households are not interested in high-speed Internet service. This represents a marked 14 percentage point increase over last year.
As the broadband market matures, broadband providers will face challenges penetrating deeply into the late mass-market segment. Recent broadband promotions offering reduced pricing have catalyzed those households that have been interested in broadband but deterred by price to make the leap to broadband.
According to Kate Griffin, Yankee Group Consumer Technologies and Services Senior Analyst, ”However, to continue to grow their customer base, broadband providers now need to focus on educating customers and building awareness among those groups still unexposed to broadband.”
Now in its 20th year, the Yankee Group TAF Survey evaluates adoption, buying behaviors and purchasing influencers of households across all demographic segments in the U.S. to help vendors, carriers, service providers and retailers build strategies to gain a larger share of US consumer spending on technology products and services. Applying proprietary Yankee Group methodology and drawing from a cross-sample of more than 2,300 U.S. households, the survey measures consumer attitudes about hundreds of products and companies in such areas as internet, voice and telephony services, media and entertainment, online billing and home computing. Yankee Group will release more TAF Survey results in the coming weeks.
For further information on Yankee Group, please visit: www.yankeegroup.com.