家庭网路的演进：5G竞争与加值服务

家庭网路市场的竞争不断演变。许多网路服务供应商选择光纤作为下一代最后一哩解决方案，提供千兆位元速度并提高服务可靠性。与此同时，5G 和 LTE 固定无线服务自 2021 年推出以来，在美国住宅市场获得了显着份额，连接了未连接的用户，并从 DSL 和传统卫星用户手中夺走了份额。增值服务是 ISP 差异化的关键领域，使他们能够吸引和留住用户并产生新的收入。

样本

本报告基于对美国网路家庭的调查，探讨了家庭网路使用趋势，包括消费者对光纤和千兆速度的看法、影响网路服务供应商和服务选择的因素以及5G 固定无线。它总结了服务的影响、对价值的看法添加的服务、託管 Wi-Fi 服务硬体（包括网状网路路由器和节点）的影响、消费者需求等等。

目录

执行摘要

• 家庭网路服务 NPS（净建议值）：依网路存取方式
• 同意当前提供者对宽频服务的想法
• 采用MNO FWA服务
• 与家庭网路捆绑的六大服务
• 捆绑服务对家庭网路供应商 NPS 的影响
• 家庭网路服务传统电视/网路捆绑的 ARPU

宽频使用趋势

• 家庭网路供应商格局：主要公司
• 十大家庭互联网供应商市场份额
• 网路家庭的网路连线方式（消费者调查资料）
• 预测美国网路家庭中行动网路固定无线存取（5G 和 LTE）的采用情况
• 网路服务的支付方式：依住房类型
• 家庭宽频服务下载速度
• 家庭网路服务上传速度
• 家庭网路服务 ARPU：依下载速度分类
• 家庭网路服务的 ARPU：依下载速度分类：独立宽频用户

光纤/5G/千兆业务

• 家庭网路服务的 NPS：依网路存取方法
• 关于光纤或 5G 网路服务的思考
• 概念测试：5G家庭网路的吸引力
• 家庭网路服务的 NPS：按下载速度
• 5G 家庭网路采用的障碍：为什么消费者觉得它没有吸引力
• 更换提供者时要考虑的关键因素
• 对目前家庭网路服务的看法
• 与宽频服务声明的协定：按目前提供者类型

家庭网路使用者资料

• 跨群组部署千兆服务
• 千兆位元用户希望从 ISP 获得什么
• 光纤业务介绍
• 光纤用户希望从 ISP 获得什么
• 采用MNO FWA服务
• MNO FWA 用户希望从 ISP 获得什么
• 推出卫星服务
• 卫星用户希望从 ISP 获得什么
• 订阅者支付高额费用
• 高成本订户希望从 ISP 获得什么
• 低消费订户
• 低成本订户希望从 ISP 获得什么

推出加值服务

• 与家庭网路捆绑的服务
• 家庭网路家庭推出捆绑服务
• 传统家庭网路服务包
• 捆绑服务对家庭网路供应商 NPS 的影响
• 服务类型的影响
• 认识到 ISP 提供的服务的价值
• 加值服务的采用：按有线用户的网路类型
• 加值服务的采用：按光纤使用者的网路类型
• 加值服务的采用：以传统 FWA 使用者的网路类型
• 加值服务的采用：按 MNO FWA 使用者的网路类型
• 加值服务的采用：按 DSL 使用者的网路类型
• 推出加值服务：依卫星用户网路类型
• 捆绑服务对有线网路供应商 NPS 的影响
• 捆绑组合如何影响有线网路供应商的 NPS
• 捆绑服务推出状态：依网路套餐类型
• 捆绑加值业务介绍：按网路类型-付费业务
• 捆绑加值业务介绍：按网路类型-免费服务
• 推出捆绑服务：按速度等级-付费增值服务
• 推出捆绑服务：速度等级 - 免费加值服务

客户转换和期望

• 寻找新网路供应商的经验：简单与困难
• 很难找到您目前的网路服务供应商
• 关于宽频服务的思考
• 对宽频服务的态度：依目前提供者类型划分

客户支出和 ARPU

• 网路服务 ARPU - 捆绑类型
• 家庭网路服务 ARPU：传统电视/网路捆绑
• 家庭网路服务 ARPU：传统非电视套餐
• 网路服务 ARPU：传统捆绑与加值服务
• 网路服务 ARPU：VAS 专用套装组合包

家庭网络

• 路由器采用情况：依来源分类
• 采购家庭网路产品（2018-2023）
• 路由器购买管道
• 网路扩充器购买管道
• 过去 6 个月内从网路或有线电视供应商购买的家庭网路路由器品牌

附录

SYNOPSIS:

Competition in the home broadband market is evolving. Many internet service providers are turning to fiber as their next-generation last mile solution of choice, enabling gigabit speeds and greater service reliability. At the same time, 5G and LTE fixed wireless services have taken a substantial share of the US residential market since first emerging in 2021, both connecting the unconnected and taking share from DSL and legacy satellite subscribers. Value-added services are a key area of differentiation for ISPs, allowing them to better attract and retain subscribers while generating new revenues.

SAMPLE VIEW

This study draws from Parks Associates Q3 2023 survey of 8,000+ US internet households. The survey is demographically representative of US internet households, with quotas for age, income, and gender. Some questions are shown to a subgroup of ~4,000 respondents, which are also demographically balanced to be representative of US internet households.

Key questions addressed:

• 1. How are consumer perspectives on fiber and gigabit speeds impacting their choice of internet service provider and service tier?

• 2. What markets are being impacted by 5G fixed wireless service, and what are the characteristics of service adopters?

• 3. Which value-added services resonate with end-users, and what is their impact on satisfaction and retention?

• 4. How do new value-added services compare to traditional service bundles?

• 5. What is the impact of and consumer demand for managed Wi-Fi service hardware, including mesh networking routers and nodes?

ANALYST INSIGHT:

"Competitive pressure in residential broadband is continuing to grow as access to affordable ultra high-speed internet plans increases nationwide. Customers are growing increasingly dissatisfied with existing plans." - Kristen Hanich, Director of Research, Parks Associates.

Table of Contents

Executive Summary

• Net Promoter Score of Home Internet Service by Internet Access Method
• Agreement With Statements Towards Broadband Service by Current Provider
• Adoption of MNO FWA Service
• Top 6 Services Bundled With Home Internet
• Impact of Bundled Services on Net Promoter Score of Home Internet Provider
• Home Internet Service ARPU for Traditional TV/Internet Bundles

Broadband Usage Trends

• Residential Internet Provider Landscape: Top Players
• Market Share of Top Ten Residential Home Internet Providers
• Internet Access Method Among Home Internet Households (Consumer Survey Data)
• Estimated Adoption of Mobile Network Fixed Wireless Access (5G & LTE) Among US Internet Households
• Internet Service Payment Method by Type of Home
• Download Speed of Home Broadband Service
• Upload Speed of Home Internet Service
• Home Internet Service ARPU by Download Speed
• Home Internet Service ARPU by Download Speed - Standalone Broadband Subscribers

Fiber, 5G, and Gigabit Service

• Net Promoter Score of Home Internet Service by Internet Access Methods
• Attitudes Toward Fiber or 5G Internet Service
• Concept Testing: Appeal of 5G Home Internet
• Net Promoter Score of Home Internet Service by Download Speed
• Barriers to 5G Home Internet Adoption: Why Consumers Don't Find It Appealing
• Top Factors Considered When Switching Providers
• Perceptions of Current Home Internet Service
• Agreement With Statements Towards Broadband Service by Current Provider Type

Home Internet Subscriber Profiles

• Adoption of Gigabit Service Among Groups
• What Gigabit Subscribers Look For In an ISP
• Adoption of Fiber Service
• What Fiber Subscribers Look For In an ISP
• Adoption of MNO FWA Service
• What MNO FWA Subscribers Look For In an ISP
• Adoption of Satellite Service
• What Satellite Subscribers Look For In an ISP
• High Spend Subscribers
• What High-Spend Subscribers Look For In an ISP
• Low Spend Subscribers
• What Low-Spend Subscribers Look For In an ISP

Adoption of Value-Added Services

• Services Bundled With Home Internet
• Bundled Service Adoption Among Home Internet Households
• Traditional Home Internet Service Bundles
• Impact of Bundled Services on Net Promoter Score of Home Internet Provider
• Impact of Service Type
• Perceived Value of ISP-Provided Services
• Adoption of Value-Added Services by Network Type Among Cable Subscribers
• Adoption of Value-Added Services by Network Type Among Fiber Subscribers
• Adoption of Value-Added Services by Network Type Among Trad. FWA Subscribers
• Adoption of Value-Added Services by Network Type Among MNO FWA Subscribers
• Adoption of Value-Added Services by Network Type Among DSL Subscribers
• Adoption of Value-Added Services by Network Type Among Satellite Subscribers
• Impact of Bundled Services on Cable Internet Provider NPS
• Impact of Bundle Combinations on Cable Internet Provider NPS
• Bundled Service Adoption by Internet Plan Type
• Bundled VAS Adoption by Network Type - Paid Services
• Bundled VAS Adoption by Network Type - Free Services
• Bundled Service Adoption by Speed Tier - Paid Value-Added Services
• Bundled Service Adoption by Speed Tier - Free Value-Added Services

Customer Switching And Expectations

• Experience Looking for New Internet Provider: Ease Vs. Difficulty In...
• Difficulties Finding Current Internet Service Provider
• Attitudes Toward Broadband Service
• Attitudes Towards Broadband Service by Current Provider Type

Customer Spending And ARPU

• Internet Service ARPU - Bundle Types
• Home Internet Service ARPU for Traditional TV/Internet Bundles
• Home Internet Service ARPU for Traditional Non-TV Bundles
• Internet Service ARPU for Traditional Bundles Including Value-Added Services
• Internet Service ARPU for VAS-Only Bundles

Home Networking

• Adoption of Router by Source: 2021-2023
• Home Networking Product Purchasing (2018-2023)
• Router Purchase Channel
• Network Extender Purchase Channel
• Brand of Home Network Router Purchased from Internet or Cable TV Provider in Past 6 Months

Appendix