According to new research by Ovum, looking at fixed line consumer broadband, the best consumer experience is supported by three key factors: a download speed of at least 10Mbps; a stable and relaible network that delivers content with a wait time of no more than 3 seconds; and outstanding customer service that can resolve most customer issues at the first point of contact.
The research, which combined a consumer survey with quantitative market data on the fixed broadband market in 30 countries, confirmed the rise of SD and HD video as a commonplace application that is driving the end-user experience, and hence the need for networks to be able to support high-quality video delivery.
According to Michael Philpott, Practice Leader, Consumer Services and co-author of the report, “demands on broadband service provided to consumers is compounded by the rise in connected devices. Homes in mature markets were found to typically have up to four devices connected to the network, all of which have the potential to support a wide range of applications.”
Using the analysis of 30 countries around the world, Ovum created a Global Broadband Experience Scorecard to compare the quality of the consumer broadband experience. This analysis has demonstrated the importance of how customers actually feel about their overall broadband experience, and how a poor experience can lead to customer churn.
The research found, globally, Sweden scored the highest level of Broadband Experience of the 30 countries researched, while regionally Europe came out on top. The analysis showed that levels and growth in broadband penetration were not the only drivers of an excellent experience, high penetration that was coupled with poorer perception of the broadband experience pulled some countries back.
“Ever since broadband services were launched, there has been discussion on what is the definition of broadband and how much speed do consumers really need? In 2015, the answer is at least 10Mbps if you wish to receive a good-quality broadband experience, and a significant number of households, even in well-developed broadband countries, are well shy of this mark. With a clear link between poor user experience and customer churn, broadband service providers need to continue to invest in broadband infrastructure in order to provide their customers with the best broadband experience and maintain a satisfied customer base,” concludes Philpott.
