Market Research Logo

The Connected Consumer Survey 2015: fixed broadband customer retention

The Connected Consumer Survey 2015: fixed broadband customer retention

Analysys Mason's 'Connected Consumer Survey 2015' provides insights into consumer behaviour for mobile and fixed telecoms operators, OTT communications service providers and pay-TV and OTT video service providers, as well as network equipment and consumer electronics vendors, Internet players and businesses engaging directly or indirectly with consumers in the digital economy.


Executive summary
Price is the top driver of churn from fixed broadband services, but speed, reliability and value for money are also important
Customer service has the closest relationship with the NPS
Different services have different churn rates so operators should create bundles that can help to reduce churn for all services
Recommendations
Recommendations
Drivers of fixed broadband customer churn
Price is the top driver of churn from fixed broadband services, but speed, reliability and value for money are also important
Younger people prioritise speed and are less price-sensitive than older people when selecting their fixed broadband service
NPS increases with advertised broadband speed, but services of 100Mbps and faster may be struggling to meet expectations
Key criteria for customer satisfaction
Customer service has the closest relationship with the NPS
Service providers do not need to get full marks for every aspect of their service to have a positive NPS – low prices can prevent dissatisfaction
Customer satisfaction varies significantly between service providers: providers with high mobile NPS also scored well for fixed broadband
AT&T: Attention to customer service has made customers into promoters, but fixed–mobile customers are less satisfied than those with just fixed
Iliad: Fixed broadband has high customer satisfaction and benefits from loose bundling with low-cost mobile services
Turkcell Superonline: Customers were more satisfied than those of their competitors in all measures in our survey
Virgin Media: Strongly placed with a fast, reliable network, a strong TV offer and credible quadruple-play bundles
Bundling strategies to reduce churn
Different services have different churn rates so operators should create bundles that can help to reduce churn for all services
Service bundling is not a priority for consumers, but it attracts customers when it is positioned as a route to lower prices and higher-speed services
Adding services to a bundle generally improves customer retention, but fixed–mobile bundling does require some thought
AT&T’s results suggest that bundling mobile services with fixed can reduce consumers’ perception that they are getting a ‘bad deal’
Fixed–mobile bundles have had a significant positive effect on customer retention in Spain and France
Panel information and methodology
Methodology
Panel information: France and Germany
Panel information: Poland and Spain
Panel information: Turkey and UK
Panel information: USA
About the authors and Analysys Mason
About the authors
About Analysys Mason
Research from Analysys Mason
Consulting from Analysys Mason
List of figures
Figure 1: Countries covered individually in this report
Figure 2: Reasons given by respondents who intended to change fixed broadband provider within 6 months
Figure 3: Linear regression model for the NPS awarded by respondents for satisfaction with five aspects of their service
Figure 4: Intention to churn within 6 months, mobile and TV subscribers relative to fixed broadband, by country
Figure 5: Average intention to churn among fixed broadband, mobile and TV customers, by country
Figure 6: Reasons given by respondents who intended to change fixed broadband provider within 6 months
Figure 7: Criteria by which respondents intend to select their next fixed broadband service, by age
Figure 8: Fixed broadband Net Promoter Score by advertised maximum speed of service
Figure 9: Linear regression model for the NPS awarded by respondents for satisfaction with five aspects of their service
Figure 10: NPS by respondents’ satisfaction with the speed and price of their fixed broadband service
Figure 11: NPS for fixed broadband providers in France, Germany, Poland, Spain, Turkey, the UK and the USA
Figure 12: Services taken by AT&T fixed broadband subscribers in our panel
Figure 13: Intention to churn of AT&T’s fixed broadband customers with and without mobile
Figure 14: Services taken by Iliad fixed broadband subscribers in our panel
Figure 15: Intention to churn of Iliad’s fixed broadband customers with and without mobile
Figure 16: Services taken by Turkcell Superonline fixed broadband subscribers in our panel
Figure 17: Intention to churn of Turkcell Superonline’s fixed broadband customers with and without mobile
Figure 18: Services taken by Virgin Media fixed broadband subscribers in our panel
Figure 19: Respondents’ advertised speed by operator, UK
Figure 20: Intention to churn within 6 months, mobile and TV subscribers relative to fixed broadband, by country
Figure 21: Average intention to churn among fixed broadband, mobile and TV customers, by country
Figure 22: Criteria by which respondents intend to select their next fixed broadband service
Figure 23: Future (6-month) intentions for fixed broadband, by combination of services bought from the same provider
Figure 24: Intention to churn from fixed broadband provider within 6 months, by service combination
Figure 25: Intention to churn for customers with bundles of fixed broadband and voice, with and without mobile services, selected operators

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report