North American Households Rate broadband as Most Important Wireline Service

InStat:New survey of US and Canadian consumers that segments households by demographics, all segments rated broadband the communication service they can least live without. Survey results also give clues about how next-generation consumer applications, such as personal telephone numbers and address books, individual mail boxes, and user profiles, may redefine how we communicate through the personalization of traditional shared services. Clearly, existing behavior plays a significant role in future household buying decisions. But the fact that consumers have embraced broadband in a very short period of time illustrates that consumer attitudes, regardless of age, income, or geography, can change.

• There is significant diversity among BB households regarding lifestyle, interests, activities, and buying behavior.

• 72% of all leading-edge BB households in North America already have a cable service bundle. Me-Too type services will not be enough to win away these consumers.

• 85% of all broadband household segments favor the quadruple play.

In-Depth Analysis: A Study of broadband Households and IMS Consumer Markets Publ 20061025