The Wireline Study 2011
12.2011 | North America, United States
What's more frustrating these days than unreliable internet connection? We wanted to know, how do consumers choose their internet providers for their home? What kind of research goes into the decision making process? With Compete, we found the following insights:
- Consumers don’t naturally look to bundle services, but tend to purchase bundles to save. Search provides consumers with price transparency when looking for the best offers
- Better customer service and saving money are the most important motivators for telecom shoppers. Interestingly, moving residences is the least impactful trigger
- Telecom shoppers are also looking for providers that can support their increased online video consumption. 35% of shoppers are now looking to online video as an alternative method for viewing TV/movies (up from 26% just one year ago). 26% are streaming video (up from 13% a year ago)
- 57% of wireline shoppers use search engines (including YouTube) as a resource when selecting a provider. Those who convert online are as likely to click on paid ads as much as an organic listing
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