How Vulnerable is the Bundle? Economic Effects on US Multiplay Spend

Author: Ben Piper

Publication Date: 17 Jul 2009

Pages: 35

Service Navigation: Digital Consumer > Multiplay Market Dynamics

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Summary

Perhaps more than any other single issue, the effect of today’s historically challenged economic environment on consumer household entertainment and communication spending is of paramount importance to service providers. In June 2009, Strategy Analytics polled a panel of 1,110 US resident Broadband decision makers to gauge:

1) how the economy has affected their multiplay spend behavior and their spend intentions for the upcoming year
2) how consumers value and prioritize the various components of the bundle, and
3) the “insulating” effect of bundling on customer churn

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1 Executive Summary
2 Survey Background
3 Economic Indicators

3.1 Employment
3.2 Economic Situation Compared to One Year Prior

4 Consumer Spending Intentions

4.1 Broadband Spending Intentions
4.2 Digital TV Spending Intentions
4.3 Fixed Telephone Spending Intentions
4.4 Mobile Voice/Data Spending Intentions

5 Consumer Willingness to Drop Service Components

5.1 Willingness to Drop Broadband

5.1.1 Willingness to Drop Broadband by Operator

5.2 Willingness to Digital Pay TV

5.2.1 Digital Pay TV By Operator

5.3 Willingness to Drop Fixed Telephone
5.4 Willingness to Drop Mobile Voice
5.5 Willingness to Drop Mobile Data

6 "Insulating Effect" of the Bundle

6.1 Willingness to Drop Broadband: Bundled vs. Unbundled Customer
6.2 Willingness to Drop Digital Pay TV: Bundled vs. Unbundled Customer
6.3 Willingness to Drop Fixed Telephone: Bundled vs. Unbundled Customer
6.4 Willingness to Drop Mobile Voice: Bundled vs. Unbundled Customer
6.5 Willingness to Drop Mobile Data: Bundled vs. Unbundled Customer

7 Analysis and Observations
8 Conclusions and Implications
9 Contact the Author of this Report