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2006 U.S. Bundled Services SurveyProduct Type: Market Research ReportPublished by: IDC Published: December 2006 Product Code: R104-29023 Description
This IDC Presentation analyzes the 2006 U.S. Bundled Services Survey, which focuses on traditional voice, video, data, and mobile wireless bundles as well as "next-generation" bundles and applications that will combine various clusters of communications and entertainment services that make up the multiplay marketplace. This document, delivered as a 70-slide PowerPoint presentation, is based on an extensive online survey of approximately 2,000 U.S. households examining consumer preferences, usage, willingness to purchase, price sensitivity, and perceived value of video, voice, wireless, and broadband services. The survey methodology follows: 2,002 households surveyed online in September of 2006. Online respondents drawn from a pool of 700,000 consumer panel participants. Survey respondents must be at least 18 years old and the person in the household that makes the purchase decisions for telephone services and products. Survey data was weighted according to national income levels. Overall survey data is reliable to +/- 2.2% at a 95% confidence level.The survey is focused on a number of broad categories including an in-depth examination of bundled services, multimedia applications, cable communications with a focus on cable voice, telco video adoption, and wireless displacement of landline phones. Within these categories, areas such as videoconferencing and videophone, unified communications, online gaming, PC to TV connectivity, and remote utility management are examined. The data presented in this study focuses on overall survey results, but can be further segmented by respondents' age, income level, gender, and other standard demographic splits. We also segment by location, including multiuser dwelling versus single family home, and whether the respondents described themselves as living in a rural, urban or suburban locale. In addition, we can profile respondents using the diffusion of innovations theory model, dividing them into innovators, early adopters, early majority, late majority, and laggards. Finally, we asked respondents which company they were using as their service provider for voice, video, broadband, and mobile wireless services, which allows us to match respondents to specific providers. Key findings are as follows: At 43%, broadband continues to serve as the foundation for bundled services, remaining consistent from last year to this year as the one service most important to the bundle. Once consumers subscribe to a bundle, few have plans to switch providers. 66% of respondents that took a bundle indicated they had no plans to switch, an identical percentage to 2005 survey results. The majority of consumers are willing to spend between $51 and $110 for a bundle that includes broadband, local and long distance calling, and other enhanced calling features. Telcos face an uphill battle selling television services to consumers with 44% indicating they have no interest in receiving their TV service from their local telco. The question was asked in another section of the survey, and the result was 47% having no interest. After steady growth over the past three years, wireless displacement remained constant at 10% in 2006.Table of Contents Table of Contents In This IDC Presentation |
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