Service providers should take two different approaches to assessing their service portfolio: product-driven and consumer-driven.
This Report explores results from our Connected Consumer Survey that relate to
the behaviour and preferences of fixed broadband customers. It was conducted
in September and October 2011 across Europe and the USA.
This Report provides:
an insight into how the roll-out of LTE has had an impact on consumer
perceptions of fixed broadband compared with mobile broadband
suggestions for how converged operators can take advantage of the 37% of
fixed broadband subscribers who do not currently take mobile broadband but are
interested in, or actively intend to, take the service
the identity of some of the most (and least) successful service providers
in our survey countries, in terms of customer satisfaction
advice on how customer care, as well as service bundling, can help service
providers to improve their customer retention
suggestions for how service providers can look at their relationship with
their customers from different points of view
steps for identifying how fixed broadband propositions could be tailored
to increase engagement with gamers, music-lovers, and heavy video watchers.
Table of Contents
Table of Contents
6. Executive summary
7. Executive summary
8. Recommendations
9. Recommendations [1]
10. Recommendations [2]
11. Introduction
12. Introduction
13. Denmark
14. France
15. Germany
16. Poland
17. Spain
18. UK
19. USA
20. Results
21. Fixed versus mobile - bundling, competing and the impact of LTE
22. Mobile broadband should be considered an opportunity for fixed players
in many markets, rather than a threat
23. Consumers consider mobile broadband to be inferior - the impact of LTE
may be slow to take effect in most markets
24. Consumers confirm that fixed - mobile bundling could incentivise them
to take up mobile broadband
25. Customer retention and satisfaction
26. Consumers reward a high fixed broadband quality of experience and are
becoming more likely to abandon unsatisfactory providers
27. Operator-by-operator satisfaction levels indicate some of the factors
that appear to affect overall customer satisfaction [1]
28. Operator-by-operator satisfaction levels indicate some of the factors
that appear to affect overall customer satisfaction [2]
29. The most important factor for fixed broadband is not speed,
reliability or even price - it is customer service
30. Service providers must focus on each of the many different aspects of
customer interaction in order to improve overall customer service
31. Fixed broadband intention to churn is broadly declining, except in
Spain
Figure 7: Survey respondents' demographic data: UK
Figure 8: Survey respondents' demographic data: USA
Figure 9: Comparison of the least-expensive fixed and mobile broadband
services in selected European countries, 2Q 2011
Figure 10: Consumer perception of fixed and mobile broadband services,
Europe and the USA
Figure 11: Consumer perception of fixed and mobile broadband services,
Denmark
Figure 12: Factors that would motivate consumers to buy mobile broadband
as a percentage of respondents who are interested in taking the service
Figure 13: Intention to change service provider within the next six
months, by overall fixed broadband customer satisfaction, Europe
Figure 14: Customer satisfaction with fixed broadband by country, operator
and aspect
Figure 15: Intention to change service provider within the next six
months, by overall fixed broadband customer satisfaction
Figure 16: Metrics on aspects of fixed broadband customer satisfaction,
Europe and the USA
Figure 17: Points of customer interaction in the customer experience
Figure 18: Percentage of fixed broadband decision makers that want to
change service provider, 2010 - 2012, by country
Figure 19: Intention to change fixed broadband service provider, by age
and household situation
Figure 20: Intention to churn, by service bundle, 2010 and 2011, European
countries (excluding Denmark)
Figure 21: Aspects of fixed broadband service that are most likely to
attract consumers to their next broadband package, by gender, Europe and the
USA, 2009 - 2011
Figure 22: Distribution of fixed broadband downstream bandwidths, by
household size
Figure 23: Distribution of fixed broadband downstream bandwidths, by
service bundle
Figure 24: Selected statistics related to consumer usage
Figure 25: Number of hours consumers spend playing games per day
Figure 26: Comparison of the household status of gamers and of the total
panel
Figure 27: Age profile of gamers relative to the profile of our overall
panel
Figure 28: Number of hours consumers spend listening to audio per day
Figure 29: Comparison of the household status of heavy listeners and of
the total panel
Figure 30: Share of audio listening time, by device type and age range,
2010
Figure 31: Selected statistics related to heavy listeners
Figure 32: Age profile of heavy listeners relative to the profile of the
total panel
Figure 33: Number of hours consumers spend watching video per day
Figure 34: Comparison of the household status of heavy viewers and of the
total panel
Figure 35: Selected statistics related to heavy viewers
Figure 36: Age profile of gamers relative to the total panel
The Connected Consumer Survey 2012: fixed broadband published by Analysys Mason in February 17, 2012. This report price starts from US $ 4999.
