Monday, February 22, 2016

Over 30% of U.S. broadband households are not interested in Wi-Fi services with their mobile services

Research Firm Announces New Data Assessing Viability of Wi-Fi-based Mobile Phone Service Plans

Parks Associates released new research at Mobile World Congress today showing that almost 70% of U.S. broadband households express interest in Wi-Fi-based mobile service plans if such plans can save them money. Among those having no interest, 38% perceive that Wi-Fi connections are unsafe and their data would be vulnerable to hacking. Nearly 40% aren’t interested because they are satisfied with their current mobile phone plan.

“Mobile consumers are always looking for reliable service coverage, faster data speeds, and a service plan with the best value,” said Harry Wang, Director, Health & Mobile Product Research, Parks Associates. “Wi-Fi-based mobile service plans provide consumers with alternatives to 3G/4G services, and mobile operators need to look out for disruptors.”

Inhibitors among U.S. Broadband Households with No Interest in Wi-Fi-based Mobile Services

Wang will attend Mobile World Congress this week in Barcelona, Spain, and Parks Associates is supporting the event.

“Despite substantial consumer interest, Wi-Fi-based mobile phone services need to overcome significant hurdles, specifically the fears of data insecurity. Consumers are also worried about the inconvenience of searching for Wi-Fi hotspots and experiencing gaps in public Wi-Fi coverage,” Wang said. “At MWC, we expect to see roadmaps from leading mobile operators to build better next-generation networks with mixed use of Wi-Fi, small-cell, and 4G/Pre-5G cellular technologies to launch both consumer and enterprise mobility services.”

360 View: Mobility and the App Economy also shows:

  • Smartphone penetration has reached 86% of U.S. broadband households.
  • 39% of smartphone owners use some sort of voice recognition software such as Siri or Google Now.
  • 36% of smartphone users use Wi-Fi calling.

Parks Associates is hosting CONNECTIONS™: The Premier Connected Home Conference, May 24-26, in San Francisco. For information on Parks Associates’ research, visit To schedule an interview with Harry Wang or to request specific data, contact Holly Sprague at, 720.987.6614.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media.

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