Fixed vs. Wireless: Consumers' Shifting Broadband Preferences

Over the past decade, a growing percentage of US households are connected to the internet but do not receive home internet service from a traditional home internet provider. The bulk of these consumers are "mobile-only," connected via a smartphone or tablet. With the launch of 5G home internet, and new low-orbit satellite networks, the market is poised for further shifts. This report examines consumer demand for broadband connectivity, including demand for new network types and the rationales for broadband cord-cutting.

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Executive Summary

Fiber, fixed wireless buildouts set the stage for a Gigabit world.

“The quality of my home internet service is more important than the price”

Average Download Speed of Home Internet

2017 – 2021 Trends in Home Internet Download Speed

Adoption of Multiple Broadband Plans Among Consumer Groups

How Consumers Pay for Multiple Plans

Employer Paid Home Internet Service

Consumers Likely to Cancel Home Internet Service

Home Internet Cancellation Reasons

Home Internet Service Cancellation Triggers

Fixed vs. Wireless

Fixed Internet Households (US)

Mobile-Only Households (US)

Methods for Consumers Accessing the Internet at Home

US Home Internet Service Provider Residential Market Share (2016 – 2021)

Satisfaction with Home Internet Service

High Intention to Make Changes to Internet Services

Reasons for Cancelling the Home Internet Service

Reasons for Cancelling the Home Internet Service by Satisfaction Level

Download Speed of Home Broadband Service

Upload Speed of Home Internet Service

Number of Home Broadband Plans Used

Number of Home Broadband Plans Used By Age

Number of Home Broadband Plans Used By Income

Number of Home Broadband Plans Used By Family Size

Number of Home Broadband Plans Used By Children at Home

Number of Home Broadband Plans Used By Tech Adoption

Number of Home Broadband Plans Used By Remote Workers

Number of Mobile Broadband Plans Used

Number of Mobile Broadband Plans Used By Age

Number of Mobile Broadband Plans Used By Income

Number of Mobile Broadband Plans Used By Family Size

Number of Mobile Broadband Plans Used By Children at Home

Number of Mobile Broadband Plans Used By Tech Adoption

Number of Mobile Broadband Plans Used By Remote Workers

Payment Methods of Home Internet Service

Employer Paid Home Internet Service

Changes to Home Internet Service in Past 6 Months

Standalone Connectivity ARPU, YoY

Bundled Connectivity ARPU, YoY

Fixed Home Internet Households

Consumer Attitudes Toward Home Internet Services

Attitudes towards home internet service by age, income, tech segment, and work status

Broadband VAS Received

Home Internet Satisfaction by Broadband VAS Received

Impact of VAS on Net Promoter Scores

Number of Broadband Value-added Services by Broadband Speed

Home Internet Satisfaction by Broadband Download Speed

Home Internet Satisfaction by Broadband Upload Speed

Adoption of Router or Gateway

Home Internet Satisfaction by Adoption of Router

Home Internet Service Issues Experienced

Number of Home Internet Service Issues Experienced

Home Internet Satisfaction by Issues Experienced

Impact of Technical Issues on Net Promoter Score

Reponses to Home Internet Issues

Reponses to Home Internet Issues by Age & Tech Adoption

Reasons For Upgrading Internet Service

Reasons for Upgrading Among Age Groups

Reasons for Upgrading Among Households with and without Children at Home

Likelihood of Upgrading Broadband Service to 1+ Gbps

Likelihood of Upgrading Broadband Service to 1+ Gbps by Age

Likelihood of Upgrading Broadband Service to 1+ Gbps by Income

Likelihood of Upgrading Broadband Service to 1+ Gbps by Children at Home

Likelihood of Upgrading Broadband Service to 1+ Gbps by Tech Adoption

Likelihood of Upgrading Speed to 1 Gbps + by Current Broadband Speed

Broadband Cord-Cutters & Cord-Nevers

Broadband Cord-Cutters vs. Broadband Cord-Nevers

Last Time Subscribed to Home Internet Service

Demographic Attributes of Broadband Cord-Cutters and Cord-Nevers

Cord-Cutters and Cord-Nevers by Number and Types of CE Devices Owned and Streaming Live Pay-TV Subscription

Home Internet Service Cancellation Triggers

Churn Reasons by Age

Churn Reasons by Income

Churn Reasons by Gender

Churn Reasons by Tech Adoption

Reasons for Not Using Home Internet Service

Top Barriers by Age

Top Barriers by Income

Top Barriers by Gender

Top Barriers by Tech Adoption

Mobile Internet Usage Among the Mobile-Only

US Mobile Broadband Usage at Home

Mobile Broadband at Home

Broadband Access Methods Among Mobile-Only Broadband Households

Payment Options for Mobile Broadband Service

Types of Mobile Service Plan by Devices

Mobile Data Plan by Devices Used

Monthly Mobile Data Consumption

Average Monthly Mobile Data Used

Types of Smartphone Hotspot Plan Used

Publish Date: 1Q 2022

Slides: 57


Authored By:
Kristen Hanich - Director of Research
Yilan Jiang - Senior Director of Consumer Analytics
Sharon Jiang - Consumer Insights Analyst I
Xiaofan Tan - Consumer Insights Analyst II

© March 2022 Parks Associates
All rights reserved.  No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America. 

Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct.  We assume no responsibility for any inadvertent errors.

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