Study: Broadband Internet in EU Reaches Mass-Market Status

WebKnowHow
Monday, July 10, 2006; 02:02 AM

U.S. analytics company Yankee Group published the results of its 2006 European Broadband Consumer Survey, a comprehensive analysis of European broadband market trends for technology, content and entertainment products. The survey captures consumer attitudes toward and levels of interest in emerging services and technologies that translate into future revenue and consumer growth opportunities. Some of the major highlights include:

-- Broadband service providers (BSPs) are becoming a trusted source for value-added content and services as well as home networking equipment.

-- Two-thirds of broadband consumers purchase multiple services from the same provider, with nearly one-third buying three products.

-- Advertised access download speeds are losing relevance as overall bandwidth availability increases and the focus of broadband shifts more toward content and services.

-- At least one-quarter of broadband consumers now use internet telephony, while one in 10 has a VoIP handset.

"European broadband consumers' willingness to pay for more than access is reaching a plateau," said Jonathan Doran, Yankee Group Broadband & Media Europe senior analyst. "Fostering customer relationships by adding valued services, increasing premium security options and exploiting trends in digital TV services will be key for players to differentiate from their competition and grow their customer base."

This comprehensive survey examines key areas such as internet services, digital TV, home networking and communications entertainment. The survey is also a fair representation of broadband households across France, Germany, Italy, the Netherlands, Spain, Switzerland and the United Kingdom. A separate datasheet of Poland results is also available.