VOIP服务作美国用户调查之报告英文opx.pptx

《VOIP服务作美国用户调查之报告英文opx.pptx》由会员分享，可在线阅读，更多相关《VOIP服务作美国用户调查之报告英文opx.pptx（14页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、AT&T Proprietary InformationVoIP PR Research:Public Opinion on VoIPAT&T Customer Insights Group January,2004AT&T Proprietary Information The goal of this study,commissioned by the AT&T Customer Insights group was to measure consumer awareness,perceptions and interest in VoIP.The Ipsos-Insight Phone

2、Omnibus was used to field these questions among a broadly representative sample of households.A total of 1001 consumers were interviewed between January 16 through January 18,2004.Ipsos-Insight is a multi-client phone study.The questionnaire includes questions in various non-competing topics,and all

3、 clients share in the demographic and classification data provided.A sample of 1,000 nationally representative households are contacted.The length of the phone interview is approximately 15 minutes.The sample includes households with and without internet access at home.Background2AT&T Proprietary In

4、formationSummary of FindingsAwareness of the concept of VoIP,while broad is also diffuse and highly dependent on the terminology used to described the idea of a phone service offered via the Internet.Nearly three quarters of consumers have heard of VoIP service,primarily referred to as Broadband Pho

5、ne Service or Internet Telephony (see p.6 For breakdown of terms used to assess VoIP awareness).One quarter of consumers believe some of their standard calls have traveled over the Internet.AT&T is well positioned to become a leader in offering the service.Most consumers would be likely to purchase

6、the service from an established company.While half the consumers interviewed do not have any company they associate with VoIP,AT&T received the most mentions at 17%.Given the higher technology association,VoIP is seen as somewhat more appropriate for business use at this time versus use for consumer

7、s.The key benefit of VoIP is seen to be a lower price for phone service.Meanwhile,a chief barrier is losing service during a power outage.Limited handling of 9-1-1 calls and the inconvenience of switching to a cable or DSL ISP service to access VoIP are also concerns.3AT&T Proprietary InformationSum

8、mary of FindingsCurrent VoIP usage is low,but it is poised to grow given the positive reception it is receiving across various consumer types.About 6%of consumers aware of the technology report presently having VoIP service at home,which translates to about 4%of the total population.These users tend

9、 to profile similarly to national averages(males/females with a mean age of 42),although they over-index on Hispanic ethnicity and are less likely to be Caucasian.They are heavier Internet and phone users.Two-thirds of non-users aware of VoIP will consider using the service in the next year.Non-user

10、s interested in VoIP differ slightly in that they are more predominantly Caucasian.In contrast,those disinterested in VoIP tend to be older,female,and spend less on their phone service.VoIP is seen as a replacement for the primary phone by 63%of consumers interested in the service.Consumers are awar

11、e that this technology is on its way,and there is great excitement surrounding VoIPNearly 50%believe communications will move to the internet within the next 2 years.Approximately 2 of 3 people believe VoIP will change the way people communicate.A majority of consumers expect VoIP to make an impact

12、in their lives similar to popular advances such as digital music or flat screen TVs.4AT&T Proprietary Information DETAILED FINDINGS5AT&T Proprietary InformationAlmost three-quarters of households have some awareness of VoIP as a concept,mostly when it is described as Internet Telephony or Broadband

13、Phone Service.Awareness of VoIP Terminology(n=1,001)There are a number of advancements happening in the telecommunications industry today.We would like to ask if you have heard of any of the following terms 6AT&T Proprietary InformationOne quarter of consumers believe some of their standard calls in

14、 the past have traveled over the Internet.Most consumers aware of VoIP are unsure if it is presently available in their area.Belief in Past Internet Calling and Availability of VoIPBelieve VoIP is Currently Available in Home Area(among those aware of VoIP,n=741)Believe Standard Phone Calls have Trav

15、eled Over the Internet in the Past(n=1001)7AT&T Proprietary InformationCurrently,VoIP is considered more appropriate for business use than for consumers(73%versus 46%).Perceive VoIP for Business or Consumer Use(among those aware of VoIP,n=741)Consumer UseBusiness Use8AT&T Proprietary InformationAT&T

16、 appears to be the leading firm associated with VoIP service,although only at 17%.Other firms of note include Verizon and AOL.Companies Associated with VoIP Top Mentions*(among those aware of VoIP,n=741)More Likely to Purchase from Established Co.or Start-Up Specializing in VoIP*Mentions of 2%or les

17、s not shown9AT&T Proprietary InformationA cheaper phone alternative drives interest in VoIP.Barriers include losing service in a power outage,followed by questionable handling of 9-1-1 calls and requiring a cable modem or DSL to use.Agreement with Positive/Negative Aspects of VoIP (among those aware

18、 of VoIP,n=741)Positive AttributesNegative Attributes10AT&T Proprietary InformationMost consumers have yet to use VoIP at home(93%).Among those that do,they are more avid communicators,spending more time on the Internet and on the phone.They also tend to over-index on Hispanic ethnicity.VoIP Usage a

19、nd Profiles(among those aware of VoIP,n=741)Use VoIP(43)Do Not Use VoIP (688)Gender(%male)48%51%Mean Age 42.243.7Race White Hispanic 63%17%87%4%Internet Use None 3-4 hrs/day 4+hrs/day 7%16%21%28%3%8%Time spend on phone(4+hrs/day)13%4%LD/Local Spending($100+/mo)21%6%Use for Primary Phone Line52%Use f

20、or Secondary Phone Line 44%Dont know4%Significantly greater at the 95%level.11AT&T Proprietary InformationVoIP garners strong consideration among non users.Overall,the majority of those interested will consider VoIP to replace a primary line(63%).VoIP Consideration in Next Year Among Non Users(n=698

21、)Would Consider VoIP for Primary or Secondary Line76%Would you consider using(INSERT)telephone service in the next year if it would give you all you can use local and long distance for$XX a month?12AT&T Proprietary InformationMost consumers(over 75%)feel phone service will move to the Internet withi

22、n 5 years,and one-quarter within the next year.Frequency Phone Service is Perceived to Move to the Internet(among those aware of VoIP,n=741)13AT&T Proprietary InformationThere is a belief that VoIP will in fact change the way people communicate.VoIPs impact is viewed to be similar to popular advances such as digital music or flat screen TVs.VoIP Impact on Communications/Peoples Lives(among those aware of VoIP,n=741)14