Two-thirds of broadband consumers purchase multiple services from the same provider, with nearly one-third buying three products, according to new research from the Yankee Group.
Its 2006 European Broadband Consumer Survey, a comprehensive analysis of European broadband market trends for technology, content and entertainment products, captures consumer attitudes towards and levels of interest in emerging services and technologies that translate into future revenue and consumer growth opportunities.
Motorola said that recent research which it carried out regarding broadband application awareness and adoption showed that the availability and desire to take advantage of the latest broadband applications is transforming the way people purchase their broadband (see UK Lags Behind Rest Of Europe In Broadband Awareness And Adoption.).
Yankee Group’s research reveals that broadband service providers (BSPs) are becoming a trusted source for value-added content and services as well as home networking equipment, while advertised access download speeds are losing relevance as overall bandwidth availability increases and the focus of broadband shifts more toward content and services.
The research also shows that at least one quarter of broadband users now make telephone calls via the internet, while one in 10 has a VoIP handset.
A recent survey by uSwitch.com revealed that one third of respondents (34%) were bemused by VoIP (see 39% Of Broadband Users Confused By The Term IPTV).
Jonathan Doran, Yankee Group broadband & media Europe senior analyst, said: “European broadband consumers’ willingness to pay for more than access is reaching a plateau. Fostering customer relationships by adding valued services, increasing premium security options and exploiting trends in digital TV services will be key for players to differentiate from their competition and grow their customer base.”
The survey covers broadband households across the UK, France, Germany, Italy, the Netherlands, Spain and Switzerland, and examines key areas such as internet services, digital TV, home networking and communications entertainment.
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