How are consumers using digital to research and purchase wireline services? And how can service providers engage with and acquire customers? We conducted a study with Millward Brown looking at these questions. The results show that shoppers are increasingly relying on digital, especially video and mobile, to make up their minds in this "high consideration" category. New customers are using search, especially category terms, to discover brands. And after purchase, people are turning to the web for customer service.

August 2013