|
Contact
| PRESSROOM
Evolving Broadband Market to Face
Its Greatest Challenge: The Mainstream U.S. Consumer
Parks Associates' latest multiclient project offers
strategic insight into both current & future residential broadband
subscribers.
Residential
broadband service is beginning to find its way into the American
mainstream, with projected subscriptions totaling almost 30 million U.S.
households in 2004. The majority of these new broadband subscribers will
be existing dial-up or narrowband subscribers, an audience very different
from the early broadband adopter. Understanding the subtle but
significant distinctions between current and future broadband households
will prove critical as broadband providers adapt their promotional
strategies to address the needs of this new consumer segment.
While early adopters have embraced broadband with little reliance on
strong marketing or educational efforts from service providers, the vast
majority of American consumers still do not adequately understand the
broadband value proposition. Rather, mainstream consumers tend to think of
broadband very narrowly - as simply offering more of the same content and
features as narrowband service, only faster. In order for broadband to
penetrate the mass market, service providers must alter this perception.
"Improving how the broadband value proposition is
communicated could have a dramatic impact on the demand for broadband
access," said Parks Associates. "There
exists a tremendous opportunity for up-selling broadband service to most
narrowband households. But service providers must communicate a compelling
value proposition to this particular consumer segment. To do so, their
market strategies must be grounded in a solid and honest understanding of
the subtle but significant differences between the narrowband and
broadband consumer."
Parks Associates, a Dallas-based market research and consulting firm
specializing in emerging technologies, today announced the initiation of
its latest multiclient research project,
Broadband
Access @ Home 2001: Attaining Critical Mass in the Residential Market.
This project will provide clients with firsthand consumer research
profiling the mass-market broadband consumer and offer specific insights
into the broadband purchase decision (e.g., which products and services
they will pay for, how much they will pay, and why they may or may not
select a product or service).
Broadband
Access @ Home 2001: Attaining Critical Mass in the Residential Market is the third in a series of research projects
focusing on the residential Internet consumer. Parks Associates'
Surfing
a New Wave (1998) and
Broadband
Access @ Home 2000 investigated many of the key consumer issues
impacting both narrowband and broadband trends.
Broadband
Access @ Home 2001: Attaining Critical Mass in the Residential Market continues in this tradition and will utilize
previous research for comparative consumer data trending.
Broadband
Access @ Home 2001: Attaining Critical Mass in the Residential Market has two primary components. The first component
will contain results from a telephone survey of 1,000 U.S. households, a
sample reflective of the latest U.S. census statistics. These households
will be surveyed to obtain information regarding demographic,
psychographic, and sociographic patterns; PC ownership; awareness of and
receptivity to high-speed Internet services; price elasticity; appeal of
bundled and tiered service offerings; issues most likely to impact
customer churn; and marketing approaches which appeal to online users
(among other issues).
The second component of
Broadband
Access @ Home 2001: Attaining Critical Mass in the Residential Market will contain results from an online survey of
an additional 300 broadband users in four metropolitan statistical areas.
The survey will address consumer perceptions regarding drivers and
inhibitors to broadband acquisition, awareness and consideration of
broadband alternatives, consumers' expectations, service satisfaction, and
the use of or proclivity to adopt home networks, as well as the topics
addressed in the first component.
For additional information about Parks Associates'
Broadband
Access @ Home 2001: Attaining Critical Mass in the Residential Market, please contact Parks Associates at sales@parksassociates.com
or call 972-490-1113.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates hosts executive thought
leadership conferences CONNECTIONS™, with support from the Consumer Electronics Association (CEA®), and CONNECTIONS™ Europe. In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
http://www.parksassociates.com |
http://www.connectionsconference.com |
http://www.connectionseurope.com
|
http://www.connectionsindustryinsights.com
|
