Abstract
Summary
North American, multi-person broadband households are much more diverse than
previously thought. This report segments the 40 million consumer broadband
households into six distinct groups, each defined by a set of lifestyle and
buying behavior. Some adults buy for their teenagers, while others do not.
Young adult households may be technology savvy, but older adult households
have both unique interests, as well as disposable income.
A key element in successfully marketing next-generation consumer applications
is to understand the dynamics of broadband household decision making. Wireline
operators will learn that up to 72% of leading edge technology adopter
households already have cable service bundles. Cable operators will learn that
85% of all broadband households favor a quadruple-play service bundle. The
lifestyle differences between Canadian and US broadband households are subtle,
but distinctive.
This report presents a unique view of North American consumer broadband
households. It examines how this type of segmentation can be used to evaluate
the market for next-generation multimedia applications and to develop
wireline, cable, and mobile operator IMS market strategies. Most importantly,
it offers a perspective on next-generation consumer markets not available from
other sources.
Table of Contents
- Executive Summary
- Introduction
- Methodology
- Broadband Household Segmentation
- Group 1: Teens & Twenties
- Group 2: Empty Nesters
- Group 3: Wired, Wireless, & Wealthy
- Group 4: Broadband Boomers
- Group 5: Toddlers and TiVos
- Group 6: Deals & Discounts
- Analysis
- The Perceived Value of Services
- US/Canada Market Differentiators
- Ethnicity
- Hypotheses
- Triple Play Service Bundles
- Quadruple-Play Service Bundles
- IMS Communication Applications
- IMS Mobility Applications
- IMS Content Applications
- Defining Market Opportunities
- Recommendations
- What This Means for Wireline Service Providers
- What This Means for Cable Operators
- What This Means for Mobile Operators
- What This Means for Virtual Service Providers
- What This Means for Global Equipment Suppliers
- Conclusion
- Appendix
- Offices
- Summary
List of Tables
- Table 1. North American Broadband Household Segments
- Table 2. Teens and Twenties Household Attributes
- Table 3. Empty Nester Household Attributes
- Table 4. Wired, Wireless, & Wealthy Household Attributes
- Table 5. Broadband Boomer Household Attributes
- Table 6. Toddlers and TiVos Household Attributes
- Table 7. Deals and Discounts Household Attributes
- Table 8. Ranking of Household Services by Value
- Table 9. Key Consumer Attributes Segmented by Country
- Table 10. Survey Respondent Ethnicity
- Table 11. Current Service Bundle Subscriptions by Consumer Group
- Table 12. Current Market Opportunity for Triple Play Service Bundles
- Table 13. Interest in Quadruple Play Service Bundles
- Table 14. BB Households with Teenagers
List of Figures
- Figure 1. Interest in a Single Telephone Number and Unified Voice/Text
Messaging for Each Household Member
- Figure 2. Usefulness of Presence Information for Outbound Calling
- Figure 3. Usefulness of Presence Information for Inbound Calling
- Figure 4. Interest in Using the TV to Display Caller ID
- Figure 5. Interest in Using the TV to Receive Incoming Voice and/or Video
Calls
- Figure 6. Interest in Using the TV to Redirect Incoming Telephone Calls
to an Alternate Phone or Voicemail Box
- Figure 7. Interest in Using the TV to Establish a Chat Session
- Figure 8. Consumer Interest in the See-What-I-See Application
- Figure 9. Interest in Using the TV to Share Video Clips, Photos, and/or
Images with Friends and Family
- Figure 10. Interest in Using the TV to Share Emotions with Remote
Friends/Family Using Your Own Avatar/Face While Watching the Same TV Show
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