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1、VoIPPRResearch PublicOpiniononVoIP AT TCustomerInsightsGroupJanuary 2004 2 Thegoalofthisstudy commissionedbytheAT TCustomerInsightsgroupwastomeasureconsumerawareness perceptionsandinterestinVoIP TheIpsos InsightPhoneOmnibuswasusedtofieldthesequestionsamongabroadlyrepresentativesampleofhouseholds Ato
2、talof1001consumerswereinterviewedbetweenJanuary16throughJanuary18 2004 Ipsos Insightisamulti clientphonestudy Thequestionnaireincludesquestionsinvariousnon competingtopics andallclientsshareinthedemographicandclassificationdataprovided Asampleof1 000nationallyrepresentativehouseholdsarecontacted The
3、lengthofthephoneinterviewisapproximately15minutes Thesampleincludeshouseholdswithandwithoutinternetaccessathome Background 3 SummaryofFindings AwarenessoftheconceptofVoIP whilebroadisalsodiffuseandhighlydependentontheterminologyusedtodescribedtheideaofaphoneserviceofferedviatheInternet Nearlythreequ
4、artersofconsumershaveheardofVoIPservice primarilyreferredtoasBroadbandPhoneServiceorInternetTelephony seep 6ForbreakdownoftermsusedtoassessVoIPawareness OnequarterofconsumersbelievesomeoftheirstandardcallshavetraveledovertheInternet AT Tiswellpositionedtobecomealeaderinofferingtheservice Mostconsume
5、rswouldbelikelytopurchasetheservicefromanestablishedcompany WhilehalftheconsumersintervieweddonothaveanycompanytheyassociatewithVoIP AT Treceivedthemostmentionsat17 Giventhehighertechnologyassociation VoIPisseenassomewhatmoreappropriateforbusinessuseatthistimeversususeforconsumers ThekeybenefitofVoI
6、Pisseentobealowerpriceforphoneservice Meanwhile achiefbarrierislosingserviceduringapoweroutage Limitedhandlingof9 1 1callsandtheinconvenienceofswitchingtoacableorDSLISPservicetoaccessVoIParealsoconcerns 4 SummaryofFindings CurrentVoIPusageislow butitispoisedtogrowgiventhepositivereceptionitisreceivi
7、ngacrossvariousconsumertypes About6 ofconsumersawareofthetechnologyreportpresentlyhavingVoIPserviceathome whichtranslatestoabout4 ofthetotalpopulation Theseuserstendtoprofilesimilarlytonationalaverages males femaleswithameanageof42 althoughtheyover indexonHispanicethnicityandarelesslikelytobeCaucasi
8、an TheyareheavierInternetandphoneusers Two thirdsofnon usersawareofVoIPwillconsiderusingtheserviceinthenextyear Non usersinterestedinVoIPdifferslightlyinthattheyaremorepredominantlyCaucasian Incontrast thosedisinterestedinVoIPtendtobeolder female andspendlessontheirphoneservice VoIPisseenasareplacem
9、entfortheprimaryphoneby63 ofconsumersinterestedintheservice Consumersareawarethatthistechnologyisonitsway andthereisgreatexcitementsurroundingVoIPNearly50 believecommunicationswillmovetotheinternetwithinthenext2years Approximately2of3peoplebelieveVoIPwillchangethewaypeoplecommunicate Amajorityofcons
10、umersexpectVoIPtomakeanimpactintheirlivessimilartopopularadvancessuchasdigitalmusicorflatscreenTVs 5 DETAILEDFINDINGS 6 Almostthree quartersofhouseholdshavesomeawarenessofVoIPasaconcept mostlywhenitisdescribedasInternetTelephonyorBroadbandPhoneService AwarenessofVoIPTerminology n 1 001 Thereareanumb
11、erofadvancementshappeninginthetelecommunicationsindustrytoday Wewouldliketoaskifyouhaveheardofanyofthefollowingterms 7 OnequarterofconsumersbelievesomeoftheirstandardcallsinthepasthavetraveledovertheInternet MostconsumersawareofVoIPareunsureifitispresentlyavailableintheirarea BeliefinPastInternetCal
12、lingandAvailabilityofVoIP BelieveVoIPisCurrentlyAvailableinHomeArea amongthoseawareofVoIP n 741 BelieveStandardPhoneCallshaveTraveledOvertheInternetinthePast n 1001 8 Currently VoIPisconsideredmoreappropriateforbusinessusethanforconsumers 73 versus46 PerceiveVoIPforBusinessorConsumerUse amongthoseaw
13、areofVoIP n 741 ConsumerUse BusinessUse 9 AT TappearstobetheleadingfirmassociatedwithVoIPservice althoughonlyat17 OtherfirmsofnoteincludeVerizonandAOL CompaniesAssociatedwithVoIP TopMentions amongthoseawareofVoIP n 741 MoreLikelytoPurchasefromEstablishedCo orStart UpSpecializinginVoIP Mentionsof2 or
14、lessnotshown 10 AcheaperphonealternativedrivesinterestinVoIP Barriersincludelosingserviceinapoweroutage followedbyquestionablehandlingof9 1 1callsandrequiringacablemodemorDSLtouse AgreementwithPositive NegativeAspectsofVoIP amongthoseawareofVoIP n 741 PositiveAttributes NegativeAttributes 11 Mostcon
15、sumershaveyettouseVoIPathome 93 Amongthosethatdo theyaremoreavidcommunicators spendingmoretimeontheInternetandonthephone Theyalsotendtoover indexonHispanicethnicity VoIPUsageandProfiles amongthoseawareofVoIP n 741 UseforPrimaryPhoneLine52 UseforSecondaryPhoneLine44 Don tknow4 12 VoIPgarnersstrongcon
16、siderationamongnonusers Overall themajorityofthoseinterestedwillconsiderVoIPtoreplaceaprimaryline 63 VoIPConsiderationinNextYear AmongNonUsers n 698 WouldConsiderVoIPforPrimaryorSecondaryLine 76 Wouldyouconsiderusing INSERT telephoneserviceinthenextyearifitwouldgiveyouallyoucanuselocalandlongdistancefor XXamonth 13 Mostconsumers over75 feelphoneservicewillmovetotheInternetwithin5years andone quarterwithinthenextyear FrequencyPhoneServiceisPerceivedtoMovetotheInternet amongthoseawareofVoIP n 741
