가정용 인터넷의 진화 : 5G의 경쟁과 부가가치 서비스

SYNOPSIS:

Competition in the home broadband market is evolving. Many internet service providers are turning to fiber as their next-generation last mile solution of choice, enabling gigabit speeds and greater service reliability. At the same time, 5G and LTE fixed wireless services have taken a substantial share of the US residential market since first emerging in 2021, both connecting the unconnected and taking share from DSL and legacy satellite subscribers. Value-added services are a key area of differentiation for ISPs, allowing them to better attract and retain subscribers while generating new revenues.

SAMPLE VIEW

This study draws from Parks Associates Q3 2023 survey of 8,000+ US internet households. The survey is demographically representative of US internet households, with quotas for age, income, and gender. Some questions are shown to a subgroup of ~4,000 respondents, which are also demographically balanced to be representative of US internet households.

Key questions addressed:

• 1. How are consumer perspectives on fiber and gigabit speeds impacting their choice of internet service provider and service tier?

• 2. What markets are being impacted by 5G fixed wireless service, and what are the characteristics of service adopters?

• 3. Which value-added services resonate with end-users, and what is their impact on satisfaction and retention?

• 4. How do new value-added services compare to traditional service bundles?

• 5. What is the impact of and consumer demand for managed Wi-Fi service hardware, including mesh networking routers and nodes?

ANALYST INSIGHT:

"Competitive pressure in residential broadband is continuing to grow as access to affordable ultra high-speed internet plans increases nationwide. Customers are growing increasingly dissatisfied with existing plans." - Kristen Hanich, Director of Research, Parks Associates.

Table of Contents

Executive Summary

• Net Promoter Score of Home Internet Service by Internet Access Method
• Agreement With Statements Towards Broadband Service by Current Provider
• Adoption of MNO FWA Service
• Top 6 Services Bundled With Home Internet
• Impact of Bundled Services on Net Promoter Score of Home Internet Provider
• Home Internet Service ARPU for Traditional TV/Internet Bundles

Broadband Usage Trends

• Residential Internet Provider Landscape: Top Players
• Market Share of Top Ten Residential Home Internet Providers
• Internet Access Method Among Home Internet Households (Consumer Survey Data)
• Estimated Adoption of Mobile Network Fixed Wireless Access (5G & LTE) Among US Internet Households
• Internet Service Payment Method by Type of Home
• Download Speed of Home Broadband Service
• Upload Speed of Home Internet Service
• Home Internet Service ARPU by Download Speed
• Home Internet Service ARPU by Download Speed - Standalone Broadband Subscribers

Fiber, 5G, and Gigabit Service

• Net Promoter Score of Home Internet Service by Internet Access Methods
• Attitudes Toward Fiber or 5G Internet Service
• Concept Testing: Appeal of 5G Home Internet
• Net Promoter Score of Home Internet Service by Download Speed
• Barriers to 5G Home Internet Adoption: Why Consumers Don't Find It Appealing
• Top Factors Considered When Switching Providers
• Perceptions of Current Home Internet Service
• Agreement With Statements Towards Broadband Service by Current Provider Type

Home Internet Subscriber Profiles

• Adoption of Gigabit Service Among Groups
• What Gigabit Subscribers Look For In an ISP
• Adoption of Fiber Service
• What Fiber Subscribers Look For In an ISP
• Adoption of MNO FWA Service
• What MNO FWA Subscribers Look For In an ISP
• Adoption of Satellite Service
• What Satellite Subscribers Look For In an ISP
• High Spend Subscribers
• What High-Spend Subscribers Look For In an ISP
• Low Spend Subscribers
• What Low-Spend Subscribers Look For In an ISP

Adoption of Value-Added Services

• Services Bundled With Home Internet
• Bundled Service Adoption Among Home Internet Households
• Traditional Home Internet Service Bundles
• Impact of Bundled Services on Net Promoter Score of Home Internet Provider
• Impact of Service Type
• Perceived Value of ISP-Provided Services
• Adoption of Value-Added Services by Network Type Among Cable Subscribers
• Adoption of Value-Added Services by Network Type Among Fiber Subscribers
• Adoption of Value-Added Services by Network Type Among Trad. FWA Subscribers
• Adoption of Value-Added Services by Network Type Among MNO FWA Subscribers
• Adoption of Value-Added Services by Network Type Among DSL Subscribers
• Adoption of Value-Added Services by Network Type Among Satellite Subscribers
• Impact of Bundled Services on Cable Internet Provider NPS
• Impact of Bundle Combinations on Cable Internet Provider NPS
• Bundled Service Adoption by Internet Plan Type
• Bundled VAS Adoption by Network Type - Paid Services
• Bundled VAS Adoption by Network Type - Free Services
• Bundled Service Adoption by Speed Tier - Paid Value-Added Services
• Bundled Service Adoption by Speed Tier - Free Value-Added Services

Customer Switching And Expectations

• Experience Looking for New Internet Provider: Ease Vs. Difficulty In...
• Difficulties Finding Current Internet Service Provider
• Attitudes Toward Broadband Service
• Attitudes Towards Broadband Service by Current Provider Type

Customer Spending And ARPU

• Internet Service ARPU - Bundle Types
• Home Internet Service ARPU for Traditional TV/Internet Bundles
• Home Internet Service ARPU for Traditional Non-TV Bundles
• Internet Service ARPU for Traditional Bundles Including Value-Added Services
• Internet Service ARPU for VAS-Only Bundles

Home Networking

• Adoption of Router by Source: 2021-2023
• Home Networking Product Purchasing (2018-2023)
• Router Purchase Channel
• Network Extender Purchase Channel
• Brand of Home Network Router Purchased from Internet or Cable TV Provider in Past 6 Months

Appendix