Connectivity in the HomeJohn2020-11-14T09:32:30-05:00
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New Broadband Adoption Study
Discover which demographic groups are gravitating towards cable broadband service during COVID, what they’re using the service for, and how to retain these coveted additions post-crisis in the new CTAM Broadband Adoption Study.
*Full study available to CTAM members
Working Remotely: Nearly 3 out of 4 Americans feel prepared to work from home (72%), but that depends on the wireless provider (in-home Wifi vs. hot spots, etc.) (HarrisX)
Secondarily, people are looking for their Internet Providers to waive late fees (16%), provide more speed (16%), service discounts/free service for qualified users (16%) and deferred payment options (15%). (ShareTracker)
Many don’t feel prepared to educate their kids at home. (HarrisX)
7% of respondents signed up for broadband service in the last 60 days (4% of that 7% signed up for an MSO broadband service). (CTAM/HarrisX, May 2020)
Switchers to MSOs were more likely to upgrade speeds (CTAM/HarrisX, May 2020)
17% of all broadband additions were new and did not previously have in-home Internet before using free Wi-Fi and/or their wireless broadband, or doing without either. (CTAM/HarrisX, May 2020)
57% of all new connects said they would keep the service after COVID with 79% of cable connects saying they would stay. (CTAM/HarrisX, May 2020)
Cable respondents in May were more likely to plan Internet upgrades than previously, as were DSL subscribers with Fiber users continuing to show the highest likelihood to upgrade or switch. (ShareTracker)