U.S. and Canadian consumers across the board rate broadband as “the communication service they can least live without,” according to a survey conducted by In-Stat.
The new In-Stat report focuses on data that will allow broadband providers to figure out how to market broadband to consumers. The report divides 40 million homes into six distinct demographic segments. Some adults buy for their teenagers, for example, while others do not. Young adult households may be technology savvy, but older adult households have both unique interests, as well as disposable income.
Survey results also provide clues about how next-generation consumer applications, such as personal telephone numbers and address books, individual mail boxes, and user profiles, may redefine how we communicate through the personalization of traditional shared services, In-Stat said.
A sampling of findings provided by In-Stat include:
* 72% of all leading-edge BB households in North America already have a cable service bundle. “Me-Too” type services will not be enough to win away these consumers.
* 85% of all broadband household segments favor the quadruple play.
