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Plume, Parks Associates study sheds light on ISP customer churn

The research paired Plume's platform telemetry with a consumer survey compiled by Parks Associates, including insights mainly from US subscribers. 

The full white paper is available from Parks Associates. A key trend affecting the nature broadband traffic is rapid consumer adoption of AI tools, particularly in the US. Parks Associates estimates that in US households with internet access, some 59 percent of consumers made use of AI in Q1 2026, up from 40 percent in 2024.

From the telecompaper article, "Plume, Parks Associates study sheds light on ISP customer churn"

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Concerns about data security also have been shown to increase with ownership of more connected devices. Currently, U.S. broadband households own an average of 10.4 connected devices -- including enter...

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The bottom line is that operators need to begin now, knowing that changes will take years to accomplish. Companies must begin with specific goals and objectives in mind, with appropriate expectations...

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