If it's truly only 60%, I have to wonder what, or if, the other 40% are
thinking. Having broadband allows people to keep working while at home, to shop
while at home, to keep up with the news, to file their taxes, to pay for lawn
care service, all without having to go to the office, or having to buy stamps
and go to the mail box. *And* you can *also watch TV*. Old-fashioned cable or
DBS??
"Parks' report also looked into how people are signed up for broadband. It
notes that more households are going with standalone broadband services over
bundled packages. Those that are OTT subscribers are more likely to have
standalone internet service than non-subscribers, according to Steve Nason,
director of research at Parks."
Well, duh, right?
Bert
------------------------------------------------
https://www.tvtechnology.com/news/report-60-of-homes-find-broadband-more-important-than-pay-tv
Report: 60% of Homes Find Broadband More Important Than Pay-TV
By Michael Balderston a day ago
Sentiments regarding broadband may only increase during coronavirus pandemic,
says Parks Associates
ADDISON, Texas-Broadband service is critical in the home, according to 76% of
households that responded to Parks Associates' "360 View: Broadband Service in
the U.S." report. During this time of self-quarantining because of the
coronavirus, Parks thinks that number could be even higher.
As far as necessary services, 60% of households put broadband in front of
pay-TV, saying they were more likely to cancel their pay-TV subscription before
cancelling broadband service.
Parks' report also looked into how people are signed up for broadband. It notes
that more households are going with standalone broadband services over bundled
packages. Those that are OTT subscribers are more likely to have standalone
internet service than non-subscribers, according to Steve Nason, director of
research at Parks.
"This finding indicates providers need to adjust their bundling strategies to
include more OTT video services as options," said Nason. "Currently, less than
one-fifth of subscribers receive an OTT service bundled with their broadband
package."
In addition, most consumers aren't aware of how much broadband speed their home
needs and uses. Speed choices are more often determined by age of the
subscriber rather than the number of devices in the home, with demand for
services like 1+ Gbps highest among younger consumers that use connected
platforms and services heavily.
As more and more people stay home as part of preventative methods against the
coronavirus, Nason says that providers need to make customers more aware of
their throughput needs.
"Customers will be more willing to upgrade their speed to match their increased
consumption habit, provided they get the right information and assurances it
will meet their needs, which will ultimately lead to higher satisfaction
levels," said Nason.
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