2020 and its assorted pressures – the shelter in place early in the year, social distancing measures, remote work and schooling – increased consumers’ reliance on the internet, and served to slow down growth in mobile-only households and actually encourage many consumers to re-subscribe to home internet. For example, although an estimated 4 million mobile-only households were new to the category as of September, the mobile-only category as a whole grew by just 600,000 – indicating considerable turnover in this segment in the past year.
Adoption and Perception of Broadband finds that smart Wi-Fi or mesh networking products that would improve Wi-Fi coverage are powerful incentives to staunch churn, as 75% of households likely to switch would stay with their current provider if offered these solutions. Currently 94% of all US broadband households use Wi-Fi networking at home, and more than half report problems with their internet experience.
With 5G deployment and adoption accelerating, as well as COVID-19 vaccines rolling out, it remains to be seen if growth in mobile-only will resume to its pre-2020 levels, or if the COVID-19 tailwinds have helped to permanently stem broadband cord-cutting.
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