Abstract
Summary
North American, multi-person broadband households are much more diverse than
previously thought. This report segments the 40 million consumer broadband
households into six distinct groups, each defined by a set of lifestyle and
buying behavior. Some adults buy for their teenagers, while others do not.
Young adult households may be technology savvy, but older adult households
have both unique interests, as well as disposable income.
A key element in successfully marketing next-generation consumer applications
is to understand the dynamics of broadband household decision making. Wireline
operators will learn that up to 72% of leading edge technology adopter
households already have cable service bundles. Cable operators will learn that
85% of all broadband households favor a quadruple-play service bundle. The
lifestyle differences between Canadian and US broadband households are subtle,
but distinctive.
This report presents a unique view of North American consumer broadband
households. It examines how this type of segmentation can be used to evaluate
the market for next-generation multimedia applications and to develop
wireline, cable, and mobile operator IMS market strategies. Most importantly,
it offers a perspective on next-generation consumer markets not available from
other sources.
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