We talked to 1000 broadband consumers to explore behaviours, attitudes and perceptions of technology

1. Listening to consumers

2. We researched 1000
broadband consumers
to explore behaviours,
attitudes and perceptions
of technology

3. We found some really
interesting results –
here’s a snapshot….

4. HIGH
awareness
HIGH
consideration
HIGH
loyalty for those
that use it
Fibre has
PERCEPTIONS

5. Fibre has the highest satisfaction
34%
51%
65%
43%
47%
43%
30%
42%
20%
6% 5%
15%
ADSL VDSL Fibre Total
Satisfied
Not satisfied
and not
dissatisfied
Not satisfied
PERCEPTIONS

6. There is a large group
of people that sit in
the middle that feel
either ‘not satisfied and
not dissatisfied’ about
their choice of
technology.
How do we start to
increase their
satisfaction?
?
PERCEPTIONS

7. Fibre has the lowest churn
18% 17% 10% 16%
35% 30%
4%
28%
47% 53%
85%
56%
ADSL VDSL Fibre Total
Will switch
Neutral
Will stay
PERCEPTIONS

8. On average 16% of
people are considering
switching technologies
in the near future.
16%
PERCEPTIONS

9. The need for BETTER
SPEED is one of the key
reasons to consider
changing plans.
50% of people thinking
of switching are
waiting for fibre.
PERCEPTIONS

10. The main reason to stay
No reason to change
Suits their
needs
Good performance
or reliable service
PERCEPTIONS

11. Fibre has a very strong level of
loyalty among its current customer base
14%
7% 1%
24%
16%
7%
31%
52%
10%
30%
26%
82%
ADSL VDSL Fibre
Might consider
Seriously consider
First choice
Would not consider
PERCEPTIONS

12. Fibre has a very strong level of
loyalty among its current customer base
14%
7% 1%
24%
16%
16%
31%
52%
10%
30%
26%
82%
ADSL VDSL Fibre
Might consider
Seriously consider
First choice
Would not consider
82%
MOST
saying this
would be
their first
choice.
Fibre
PERCEPTIONS

13. While fibre is usually first,
VDSL is a strong second
14%
7% 1%
24%
16%
16%
31%
52%
10%
30%
26%
82%
ADSL VDSL Fibre
Might consider
Seriously consider
First choice
Would not consider
26%
The lowest first choice
selection, but increases
to 78% when we include
those that would
seriously consider it
52%
VDSL
PERCEPTIONS

14. Total active consideration
ADSL VDSL Fibre
61% 78% 92%
CONSIDERATION

15. Why not
consider?
Only 6% of kiwis would not consider
fibre and the main reason is that it is not
available in their location.
26% of those people not considering fibre
don’t understand why fibre is relevant
for them.
CONSIDERATION

16. 40%
Not available
in my location
Why not
consider
fibre?
26%
Don’t need it
15%
Cost
5%
Installation
issues
8%
Quality issues
CONSIDERATION

17. Start
studying
There are key decision moments
that trigger change
Moving
house
Purchasing
a new device
Changing
jobs
CONSIDERATION

18. ‘High tech’ is becoming
mainstream, with almost
40% of people having
started streaming
TV/movies online in
the past year
40%
BEHAVIOUR CHANGE

19. 44% of people said their
data usage increased in
the past year
38% think it
will increase in the
coming year.
BEHAVIOUR CHANGE

20. 42% started watching
TV on demand in the
past year and a third
purchased a device that
connects to the internet.
BEHAVIOUR CHANGE

21. Usage
change
42%
39%
34%
23%
15%
13%
2%
20%
Started
watching TV
on demand
Higher
among
ADSL
users 26%
Higher among VDSL users
In the past year people’s behaviour has changed
Started streaming
movies or
television
series online
Purchased a
device that
connects to the
internet
Increased
your data
cap level
Changed
your home
internet provider
Changed the
main way that
you connect to
the internet at
home
Decreased your
data cap level
None of these
BEHAVIOUR CHANGE

22. Not all consumers
are the same
ATTITUDES TO USE

23. Consistency
and reliability are
MORE IMPORTANT
than speed for some
customers
ATTITUDES TO USE

24. Low data users that don’t
see their usage changing
They value having a reliable
connection over speed.
They want to work with a
service provider they know
and trust and are influenced
by friends and family.
25%
of kiwis
ATTITUDES TO USE

25. High data users that see
their usage changing
They are all about speed.
They are concerned with
connecting multiple devices at
the same time without
impacting performance.
25%
of kiwis
ATTITUDES TO USE

26. Speed and security are the
top two concerns when it
comes to using the internet at
home, with drop outs and
freezes and an unreliable
connection next.
ATTITUDES TO USE

27. Usage
change
48%
45%
35%
33%
27%
22%
17% 17%
11% 11%
2%
13%
Internet speed
too slow
48% of Kiwis are concerned that their
internet speed is too slow
Concerns
about security
Dropouts and
freezes
Unreliable
connection
Internet speed
slows down
when there
is more than
one device
using it
Poor video
streaming
experience
Poor audio or
video quality
on video/
phone calls
Children
spending too
much time
on internet
Cyber
bullying/
trolling
No concernsReaching the
data cap
before the
end of the
month
Other
ATTITUDES TO USE

28. Only a small amount of
people are concerned
with busting data caps
or cyber bullying.
ATTITUDES TO USE

29. ‘Traditional’ activities, like
internet banking and internet
browsing are still the most
common uses of the internet,
with checking and sending
email done by 89% of people
at home.
ATTITUDES TO USE

30. Activities
Almost 50% of people
watch tv on demand
and 41% stream
movies or tv online.
ATTITUDES TO USE

31. 28% of people use
the internet at home
to work remotely.
ATTITUDES TO USE

32. Activities
In general consumers
are pretty confused
about broadband
?
TECHNOLOGY CONFIDENCE

33. Only 52% of
consumers say
they are confident with
technology and the
internet at home –
they don’t understand
the personal benefits
of upgrading to better.
?
TECHNOLOGY CONFIDENCE

34. Activities Three quarters of consumers say
they would prefer to stick with a
technology and internet supplier
that they know and trust.
They are looking for help
75%
TECHNOLOGY CONFIDENCE

35. Decision
making$
Price is seen as the most important
criteria when deciding on an internet
package.
Although this is generally always number 1
in surveys, so it’s important to see what
else matters.
TECHNOLOGY CONFIDENCE

36. 2
A consistently reliable
connection comes in at
second with 49%
Speed at third
with 43%.3
TECHNOLOGY CONFIDENCE

37. Usage
change
63%
49%
43%
32%
29%
25% 24% 24%
17% 16% 14%
13%
9% 9% 7% 7%
4%
3% 1%
When looking for your internet packagePrice
Consistently
reliableconnection
Internet
speed
ISPisareliable/
trustedcompany
Freeinstallation/
freemodem
Connectmultiple
devicesatthesame
time
Strongwifi
throughoutthe
wholehouse
Excellentcustomer
service/account
management
Nocontracts
Streamvideos,
moviesortelevision
programmes
Datacaplevels
Packagedealwhere
youcanpickand
choosewhatto
include
Offerabroadband
onlyoptionwithno
phoneline
Strongonline/
emailsupport
Offerofapackaged
dealwithyour
mobilephone(s)
Haveusedor
dealtwiththis
ISPbefore
Speedofuploading
largefiles
Beingfutureproofed
fornewtechnologies
Offerofapackage
dealwithpower
and/orgas
TECHNOLOGY CONFIDENCE

38. Advertise fibre as the superhero
Consider other trigger points for change
like studying, new device purchases and
moving house.
Understand your customers:
• Use the right channels to reach them
• Use language that resonates with them.
Don’t just talk speed. Think about reliability
and consistency
Build trust with your customers
Consumers are confused so make it simple
and clear
What do you need
to consider?

39. PAGE 39
Thank you!
If you want more information please talk to
your Account Manager or contact Carina from
the Market Insights team @ Chorus.