聯網消費者調查(2012年):固定寬頻

本報告提供2011年9·10月在歐洲及美國實施的固定寬頻客戶的行動·思考相關聯網消費者調查的結果分析，為您概述為以下內容。

目錄

• 摘要整理
• 簡介
  • 簡介
  • 丹麥
  • 法國
  • 德國
  • 波蘭
  • 西班牙
  • 英國
  • 美國
• 結果
• 固定vs.行動:捆綁套件，競爭及LTE(前瞻長程演進)的影響
  • 行動寬頻在許多的市場中，與其說對企業來說是威脅不如說是機會
  • 消費者確信固定-行動的商品搭售能成為消費者導入行動寬頻的刺激
• 客戶維繫率·滿意度
  • 客戶回報固定寬頻經驗的品質的高低，脫離不能獲得滿足的供應商的趨勢增強
  • 固定寬頻的最重要的因素不是速度，而是可靠性以及費用-也就是客戶服務
  • 服務供應商，為了改善整體客戶服務，不得不關注許多客戶互動的不同面向
• 數位家庭的檢測:適當的向上銷售的特定與實行
  • 數位家庭的分析:高速寬頻銷售
  • 數位家庭的分析:特定的市場區隔銷售
  • 利基市場區隔:以遊戲玩家為目標
  • 利基市場區隔:以影音視聽者為目標
  • 利基市場區隔:以網路上癮者為目標
• 調查手法

圖表

Abstract

Service providers should take two different approaches to assessing their service portfolio: product-driven and consumer-driven.

This Report explores results from our Connected Consumer Survey that relate to the behaviour and preferences of fixed broadband customers. It was conducted in September and October 2011 across Europe and the USA.

This Report provides:

• an insight into how the roll-out of LTE has had an impact on consumer perceptions of fixed broadband compared with mobile broadband
• suggestions for how converged operators can take advantage of the 37% of fixed broadband subscribers who do not currently take mobile broadband but are interested in, or actively intend to, take the service
• the identity of some of the most (and least) successful service providers in our survey countries, in terms of customer satisfaction
• advice on how customer care, as well as service bundling, can help service providers to improve their customer retention
• suggestions for how service providers can look at their relationship with their customers from different points of view
• steps for identifying how fixed broadband propositions could be tailored to increase engagement with gamers, music-lovers, and heavy video watchers.

Table of Contents

• 6. Executive summary
• 7. Executive summary
• 8. Recommendations
• 9. Recommendations [1]
• 10. Recommendations [2]
• 11. Introduction
• 12. Introduction
• 13. Denmark
• 14. France
• 15. Germany
• 16. Poland
• 17. Spain
• 18. UK
• 19. USA
• 20. Results
• 21. Fixed versus mobile - bundling, competing and the impact of LTE
• 22. Mobile broadband should be considered an opportunity for fixed players in many markets, rather than a threat
• 23. Consumers consider mobile broadband to be inferior - the impact of LTE may be slow to take effect in most markets
• 24. Consumers confirm that fixed - mobile bundling could incentivise them to take up mobile broadband
• 25. Customer retention and satisfaction
• 26. Consumers reward a high fixed broadband quality of experience and are becoming more likely to abandon unsatisfactory providers
• 27. Operator-by-operator satisfaction levels indicate some of the factors that appear to affect overall customer satisfaction [1]
• 28. Operator-by-operator satisfaction levels indicate some of the factors that appear to affect overall customer satisfaction [2]
• 29. The most important factor for fixed broadband is not speed, reliability or even price - it is customer service
• 30. Service providers must focus on each of the many different aspects of customer interaction in order to improve overall customer service
• 31. Fixed broadband intention to churn is broadly declining, except in Spain
• 32. Identifying churn hotspots: younger consumers drive churn
• 33. Triple-play customers have the lowest intention to churn, but that of quadruple-play customers is improving year-on-year
• 34. Customer priorities change throughout their 'customer lifetime', and the relative importance of price and access speed is also shifting
• 35. Dimensioning the digital home - identifying and executing the appropriate up-sell
• 36. Profiling the digital home: selling higher-speed broadband
• 37. Profiling the digital home: selling to specific market segments
• 38. Niche segmentation: targeting gamers [1]
• 39. Niche segmentation: targeting gamers [2]
• 40.Niche segmentation: targeting heavy listeners [1]
• 41.Niche segmentation: targeting heavy listeners [2]
• 42.Niche segmentation: targeting heavy viewers [1]
• 43.Niche segmentation: targeting heavy viewers [2]
• 44.Methodology
• 45.Methodology
• 46.About the author and Analysys Mason
• 47.About the author
• 48.About Analysys Mason
• 49.Research from Analysys Mason
• 50.Consulting from Analysys Mason

List of figures

• Figure 1: Selected statistics from The Connected Consumer Survey 2012: fixed broadband
• Figure 2: Survey respondents' demographic data: Denmark
• Figure 3: Survey respondents' demographic data: France
• Figure 4: Survey respondents' demographic data: Germany
• Figure 5: Survey respondents' demographic data: Poland
• Figure 6: Survey respondents' demographic data: Spain
• Figure 7: Survey respondents' demographic data: UK
• Figure 8: Survey respondents' demographic data: USA
• Figure 9: Comparison of the least-expensive fixed and mobile broadband services in selected European countries, 2Q 2011
• Figure 10: Consumer perception of fixed and mobile broadband services, Europe and the USA
• Figure 11: Consumer perception of fixed and mobile broadband services, Denmark
• Figure 12: Factors that would motivate consumers to buy mobile broadband as a percentage of respondents who are interested in taking the service
• Figure 13: Intention to change service provider within the next six months, by overall fixed broadband customer satisfaction, Europe
• Figure 14: Customer satisfaction with fixed broadband by country, operator and aspect
• Figure 15: Intention to change service provider within the next six months, by overall fixed broadband customer satisfaction
• Figure 16: Metrics on aspects of fixed broadband customer satisfaction, Europe and the USA
• Figure 17: Points of customer interaction in the customer experience
• Figure 18: Percentage of fixed broadband decision makers that want to change service provider, 2010 - 2012, by country
• Figure 19: Intention to change fixed broadband service provider, by age and household situation
• Figure 20: Intention to churn, by service bundle, 2010 and 2011, European countries (excluding Denmark)
• Figure 21: Aspects of fixed broadband service that are most likely to attract consumers to their next broadband package, by gender, Europe and the USA, 2009 - 2011
• Figure 22: Distribution of fixed broadband downstream bandwidths, by household size
• Figure 23: Distribution of fixed broadband downstream bandwidths, by service bundle
• Figure 24: Selected statistics related to consumer usage
• Figure 25: Number of hours consumers spend playing games per day
• Figure 26: Comparison of the household status of gamers and of the total panel
• Figure 27: Age profile of gamers relative to the profile of our overall panel
• Figure 28: Number of hours consumers spend listening to audio per day
• Figure 29: Comparison of the household status of heavy listeners and of the total panel
• Figure 30: Share of audio listening time, by device type and age range, 2010
• Figure 31: Selected statistics related to heavy listeners
• Figure 32: Age profile of heavy listeners relative to the profile of the total panel
• Figure 33: Number of hours consumers spend watching video per day
• Figure 34: Comparison of the household status of heavy viewers and of the total panel
• Figure 35: Selected statistics related to heavy viewers
• Figure 36: Age profile of gamers relative to the total panel