Broadband Satisfaction and Customer Churn: US Survey Results 2H08

Author: Ben Piper

Publication Date: 21 Nov 2008

Pages: 39

Service Navigation: Digital Consumer > Multiplay Market Dynamics

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Summary

In a commoditizing and increasingly competitive marketplace, Broadband Service Providers (BSPs) will continue to find themselves fighting for customers. Our research suggests that nearly three quarters of broadband subscribers would be willing to switch providers, and that Time Warner Cable is under greatest threat from customer churn. This survey of 1,003 US Broadband Decision Makers measures respondents’ satisfaction levels with individual BSPs, their propensity to churn, and perceived obstacles which stand in their way of defecting.

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1 Executive Summary
2 Survey Design and Methodology

2.1 Sample
2.2 Demographics

2.2.1 Age and Sex Distribution
2.2.2 Employment Status, Income, and Education
2.2.3 Service Provider Distribution

3 Customer Satisfaction

3.1 Overall Customer Satisfaction Levels
3.2 Customer Satisfaction Levels By Operator

3.2.1 Overall Satisfaction
3.2.2 Satisfaction: Access Speeds
3.2.3 Satisfaction: Reliability
3.2.4 Satisfaction: Value for Money
3.2.5 Satisfaction: Ease of Use
3.2.6 Satisfaction: Customer and Technical Support
3.2.7 Satisfaction: Data Download Limits
3.2.8 Satisfaction: Data Upload Limits
3.2.9 Satisfaction: Additional Services

4 Churn Propensity and Willingness to Switch Service Providers

4.1 General: All Service Providers

4.1.1 Willingness to Switch for 10% Reduction in Monthly Fee: Overall
4.1.2 Willingness to Switch for 20% Reduction in Fee: Overall
4.1.3 Willingness to Switch for 50% Improvement
4.1.4 Willingness to Switch for 100% Improvement

4.2 By Service Provider

4.2.1 10% Price Reduction by Broadband Service Provider
4.2.2 20% Price Reduction by Broadband Service Provider
4.2.3 50% Speed improvement by Broadband Service Provider
4.2.4 100% Service Improvement by Broadband Service Provider

4.3 Conclusions

5 Perceived Barriers to Switching

5.1 General: All Service Providers

5.1.1 Inconvenience of Cancelling Current Service
5.1.2 Hassle of scheduling connection/installation
5.1.3 I'm "used to" dealing with this my current provider
5.1.4 At the end of the day, they're all basically the same
5.1.5 Hassle of returning equipment
5.1.6 I don't want to have to deal with another bill each month

5.2 By Service Provider

5.2.1 Inconvenience of Cancelling Current Service
5.2.2 Hassle of scheduling connection/installation
5.2.3 I'm "used to" dealing with my current provider
5.2.4 At the end of the day, they're all basically the same
5.2.5 Hassle of returning equipment
5.2.6 I don't want to have to deal with another bill each month

5.3 Conclusions

6 Analysis and Implications
7 Contact the Author of this Report